Younger consumers are embracing nostalgic decorations, traditional holiday experiences and old-fashioned seasonal shopping, creating opportunities for grocers to make their stores more festive and their assortments more distinctive.
For as much as Gen Z seems to crave new flavors and experiences, and as much ink as I’ve used telling you about it, there are some ways in which younger shoppers are resolutely old-school.
At the risk of coming off totes cringe, I’m talking about grannycore. It hits different.
Ceramic Christmas trees, tartan and plaid decorations, glass ornaments and old-fashioned holiday displays are finding an enthusiastic audience among some of America’s youngest shoppers. That’s right – Gen Z, a crowd on the bleeding edge of tech and social- and new media, really wants to celebrate Christmas the way their grandparents and great-grandparents did, albeit in a more “curated” way
Retailers appear to be getting the message…
According to wholesale marketplace Faire’s 2026 Independent Retail Pulse, wholesale orders for ceramic Christmas trees increased 136% between June and September compared with the same period last year. Tartan and plaid merchandise, you ask? They’re up an eye-watering 93%, while vintage and retro holiday decorations have increased 45%. Overall spending on ornaments and seasonal décor climbed 46%.
Now, I wouldn’t push all my chips in on grannycore lasting the rest of the 2020s. It’s more of an evolution of last year’s “Ralph Lauren” Christmas aesthetic; it’s heavy on the aforementioned tartan, velvet, candlesticks and old-time decorations. This year’s interpretation adds handmade touches, crochet and tinsel.
As for Christmas 2027? All bets are off. And on another cautionary note, these figures measure independent retailers’ wholesale purchases; we’re not talking consumer sales yet. But the direction is interesting, as is Faire’s broader consumer research.
Younger Shoppers Rediscover Tradition
PwC’s 2026 Holiday Outlook gives us some illuminating context. According to its research, 78% of Gen Z consumers are prioritizing nostalgic, screen-free gifts this season. Meanwhile, 81% are prioritizing offline activities, and 63% say sharing a meal matters more than receiving a physical present.
Interestingly, a full 71% of younger respondents actually enjoy browsing in stores, while 61% say holiday decorations and atmosphere help make the season feel “real.” What’s more, 48% of Gen Z respondents describe shopping trips as social outings or a combination of shopping, dining and entertainment.
Believe it or not – and you should believe it – for as online and plugged-in as they are, Gen Z consumers don’t really want every retail experience mediated by a screen. None of this is to suggest convenience doesn’t matter, but the act of shopping is clearly important to this group during the holidays. The International Council of Shopping Centers’ 2026 Holiday Intentions Survey found that 93% of consumers expect to visit a physical store to purchase merchandise or collect an online order. Among Gen Z, that figure rises to 97%.
And that’s where food retail comes in. Grocery shopping is one of the most dependable activities most households undertake regularly throughout November and December. Customers might visit a department store or one of the few remaining malls once or twice, but they’ll probably visit their supermarket much more often.
Every trip offers a shot at reinforcing the holiday atmosphere and introducing merchandise shoppers hadn’t intended to purchase. That’s the stuff incremental sales are made of. Besides, physical stores offer discovery, atmosphere and the pleasure of seeing merchandise firsthand.
Familiar Look, New Opportunities
This should go beyond how you decorate your store for the holidays.
Think about the products accompanying an old-fashioned holiday celebration: baking ingredients, decorative tins of cookies, seasonal candies, hot chocolate, specialty coffees, gingerbread houses and familiar foods associated with family gatherings.
Besides, these are already part of most supermarkets’ seasonal assortments. The opportunity lies in presenting them together as elements of a recognizable holiday tradition.
A baking display becomes more inviting with cookie cutters, decorative packaging and traditional confections. Bakery departments might reinforce the atmosphere with familiar recipes and seasonal packaging. Even things like specialty coffee could be merchandised alongside mugs and chocolates. None of this requires reinvention of your merchandising program. In fact, it’s textbook; it’s building on existing assortments and using presentation and cross-merchandising to make a play for incremental purchases.
Independents and smaller operations will probably have more flexibility to tailor seasonal assortments to their neighborhoods. A locally popular confection, regional baking tradition or distinctive display can give a store personality that a big chain can’t match.
Familiar Traditions, New Customers
Of course, grannycore doesn’t translate into unlimited spending.
Deloitte’s 2026 Holiday Retail Survey found consumers expect to spend an average of $1,654 this holiday season, up 4% from last year, even as 79% anticipate higher prices. Nearly four in 10 respondents are active value-seekers, regularly using promotions to stretch their budgets.
In other words, a ceramic Christmas tree might strike a chord, but shoppers won’t necessarily pay any price for one. The better approach is undoubtedly the selective one: merchandise that complements existing assortments, appeals to local customers and offers recognizable value.
As I said, for as online, plugged in, and, well young as this demographic is, they’re not exactly seeking something new; they’re rediscovering products, traditions and experiences that have been around for a long, long time. And they’re doing this as retailers invest heavily in digital ordering, faster transactions and bloodlessly efficient shopping experiences.
By all means, invest away – and invest smartly – but make sure you’ve left room for atmosphere.