Most Consumers Plan to Purchase Private Brands This Holiday Season, New Report Finds

82% of consumers plan to buy private brands this holiday, signaling strong seasonal demand.

What the company is saying

Advantage Solutions Inc. (NASDAQ:ADV) and its private brands business, Daymon, are emphasizing that private brands are central to holiday shopping in North America, with 82% of surveyed consumers planning to purchase them this season. The company frames private brands as both high-value and high-quality, positioned to help consumers balance tighter budgets with the desire to celebrate. Dave Peacock, CEO, highlights that private brands and other value products are driving purchasing decisions as consumers make deliberate choices about where to save. Christine Boenig, President of Daymon North America, underscores that private brands are now a trusted holiday staple, giving retailers opportunities to innovate with seasonal flavors and new products. The announcement stresses the credibility of its findings by citing proprietary research from two national surveys totaling over 2,000 responses. The tone is confident, focusing on actionable insights for retailers and brands, and positions the PBIR as an essential resource for planning and innovation into 2027.

What the data suggests

The report's survey data shows that 82% of consumers intend to purchase private brands during the 2026 holiday season, indicating robust demand. 93% of consumers are celebrating Thanksgiving and 95% are celebrating Christmas, confirming the broad relevance of holiday retail. Among generational cohorts, 52% of Gen Z plan to host Thanksgiving and 53% of millennials plan to host Christmas, suggesting strong engagement from younger consumers. 87% of respondents will spend the same or more on holiday groceries, supporting the expectation of stable or increased grocery sales. 71% of consumers select retailers based on their private brand offerings, and 77% plan to buy products with seasonal flavors, both pointing to private brands as a key differentiator. 69% are balancing healthy choices with indulgences, highlighting an opportunity for brands to address wellness trends. The survey methodology is transparent, with over 2,000 responses, but the data is limited to consumer intentions and does not include realised sales or financial performance for Advantage Solutions Inc. or Daymon. The evidence supports strong consumer sentiment but does not quantify actual business outcomes.

Analysis

The announcement is upbeat and positions private brands as central to holiday shopping trends, but the substance is limited to consumer survey data rather than realised company performance. Most key claims are forward-looking, describing what consumers 'plan' or 'intend' to do this holiday season, rather than reporting actual sales or financial outcomes for Advantage Solutions Inc. or Daymon. There is no disclosure of revenue, profit, or operational KPIs, so the announcement cannot be assessed for financial impact or sustainability. The language around private brands being 'trusted holiday staples' and 'driving purchasing decisions' is not directly supported by quantitative evidence beyond consumer intent. While the survey methodology is credible, the gap between narrative and evidence is that the report does not demonstrate realised business results or financial improvement for the company. The tone is positive, but the investment signal is neutral due to the lack of company-level financial disclosure.

Risk flags

• ●The report is based on consumer intentions rather than actual sales data, so there is a risk that stated plans may not fully translate into realised purchases. Shifts in economic conditions, consumer confidence, or unforeseen events could reduce actual spending versus survey responses.
• ●No company-level financial metrics are disclosed, making it impossible to assess the direct impact on Advantage Solutions Inc.'s revenue, profit, or market share. Investors cannot gauge whether the positive consumer sentiment will result in improved financial performance.
• ●The announcement relies on survey data from over 2,000 respondents, which is robust, but the absence of historical benchmarks or trend data limits the ability to assess whether these consumer intentions represent growth, stability, or decline compared to previous years.

Bottom line

This announcement signals strong consumer intent to purchase private brands for the 2026 holiday season, with 82% of surveyed shoppers planning to do so and 87% expecting to spend the same or more on groceries. The data is credible and timely, based on over 2,000 survey responses, and highlights private brands as a key driver of retailer selection and seasonal purchasing. However, the report does not disclose any realised sales, revenue, or profit figures for Advantage Solutions Inc. or Daymon, so the financial impact remains unquantified. The narrative is persuasive for retail clients and brand partners, but investors lack visibility into whether this sentiment will translate into improved company performance. To change this assessment, the company would need to disclose actual business outcomes linked to these consumer trends. The most important takeaway is that private brands are positioned for a strong holiday season, but the investment case depends on future evidence of realised financial gains.

Announcement summary

(NASDAQ:ADV) Advantage Solutions Inc. and its private brands business, Daymon, released the Holiday 2026 Private Brand Intelligence Report (PBIR), highlighting consumer trends for the upcoming holiday season in North America. The report reveals that 82% of consumers plan to purchase private brands during the holidays. According to the research, 93% of consumers are celebrating Thanksgiving and 95% are celebrating Christmas. Among generational cohorts, 52% of Gen Z plan to host Thanksgiving, while 53% of millennials plan to host Christmas. The report finds that 87% of consumers will be spending the same or more on holiday groceries this year. Additionally, 71% of consumers choose to shop at certain retailers because of their private brands, and 77% plan to purchase products with seasonal flavors. The data also shows that 69% of consumers try to balance healthy choices with holiday indulgences. The report discusses the importance of seasonal flavors and scents, especially among younger generations, and the operational planning required for successful limited-time offer (LTO) programs. It also explores how financial pressures and wellness priorities are influencing holiday shopping, with private brands positioned to help consumers stretch their budgets and balance health with indulgence. Non-food categories such as pet, home, and decor are identified as growing areas for private brand sales. Dave Peacock, CEO of Advantage Solutions, commented that consumers are making deliberate choices about where to save, with private brands and high-value products driving purchasing decisions. Christine Boenig, President of Daymon North America, stated that private brands are increasingly seen as a trusted holiday staple, providing retailers with opportunities to innovate. Daymon has produced the PBIR since 2018, releasing editions twice a year to cover summer and holiday consumer habits. The Holiday 2026 edition is based on proprietary research from two national surveys of adult consumers responsible for household shopping, with more than 2,000 responses collected. The PBIR is part of Advantage360, the thought leadership platform of Advantage Solutions, which provides data-driven insights and research for the consumer goods and retail industries.

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