Heading into the season, shoppers and retailers alike are getting squeezed by tariffs and mounting economic uncertainty. Throughout the first half of the year, retailers have repeatedly said on earnings calls that consumers are acting resilient. This is despite the fact that macroeconomic pressures, such as tariffs, are impacting both shoppers and companies alike.  Some retailers have continued to see sales rise, even in traditionally discretionary categories, while others are struggling to keep up.  But retailers are responding. Target, for one, recently announced an October deals event — joining Walmart, Amazon and others — to entice consumers to shop early. Ahead of the holidays, Target has doubled its merchandising assortment and expanded its same-day delivery capabilities to new markets.  The mass merchant’s vice president of experiential store operations, Michael Scrafford, recently told Retail Dive during a live virtual event that newness and meeting customers where they shop — in stores or online — is key this season.

Finance leaders are remaining cautious about the economy with 2026 around the corner. Deloitte’s latest CFO Signals survey, which captures insights from finance chiefs in North America and around the globe, revealed that the overall level of confidence in current and future business conditions edged up in the third quarter of 2025, coming in at 5.7. The previous quarter, the score stood at 5.4, and one year ago, it was at 5.  Despite the slight increase, CFOs appear to be on the fence about the current status of the North American economy. Only 20% of the respondents think the region’s present economy is “very good” or “good.” Only 8% think it's “very bad” or “bad,” while the rest are neutral. CFOs remained risk averse in the third quarter, according to Deloitte’s survey. Only 36% of respondents said they think now is a good time to be taking on greater risk. This figure is just slightly above the reading last quarter, and on par with the two-year average of 39%.

73% of Millennial and Gen Z diners say they visit restaurants based on social media reviews. These diners choose restaurants that feel memorable, photograph well, and create an experience worth talking about. Materials, textures, and dimensional branding have become as important as the food itself in shaping how guests connect with a restaurant. That means successful restaurants must constantly evolve — and the graphics they use need to keep pace with this evolution. Restaurants are increasingly using walls, floors, and countertops as extensions of their brand story. Restaurants constantly rotate promotions: happy hour specials, holiday cocktails, brunches, catering offers, and limited-time menu items. Traditional signage can be messy, time-consuming, and difficult to update. The restaurants winning the social game in 2026 aren't the ones with the best food alone — they're the ones whose spaces, menus, and seasonal promos feel intentional and on-brand. As hospitality brands continue to invest in experiential dining, specialty media will be key for turning signage into opportunities for branding and customer engagement.