Wholesale Buyers’ View of Holiday Product Sales
Holiday success in the independent channel reflects thousands of decisions made across stores each season. From product selection to display execution, those decisions shape results. Buyers who work across large networks of retailers see those patterns take form in real time.
Hardware Connection spoke to three industry experts: Timothy Heath, Do it Best’s group merchandise manager; Jim Wilson, private label vice president at Orgill; and Henry Lin, Orgill’s senior merchandise manager. Each views the category through that broader lens. Their perspective offers a well-informed look at what drives performance in this category.
The season starts earlier than most retailers think.
Across both wholesalers’ operations, the timeline is consistent: Planning begins as soon as the current season ends. Retailers review what sold, assess their remaining inventory and make decisions that shape the next cycle.
That early start ties directly into spring market activity, where assortments are finalized and orders are placed. Retailers who approach that window with defined goals and a merchandising plan position themselves to execute with confidence.
Lighting leads, but the opportunity runs deeper.
From a category standpoint, both perspectives point to strong performance drivers. Heath identifies holiday lighting as the destination category, setting the tone for the entire department and drawing customers into the store.
Wilson and Lin highlight continued growth in outdoor décor, driven by advances in LED technology and consumer demand for larger, more dynamic displays. Indoor décor and collectibles support repeat purchases, while giftable hardware categories expand the reach of the season.
Together, those categories create a layered opportunity—traffic drivers, margin builders and impulse add-ons working in tandem.
Execution separates strong programs from average ones.
Buyers see a clear divide in how retailers approach merchandising. Cross-merchandising remains a foundational strategy, grouping products around how customers complete holiday projects. That approach simplifies the shopping experience and increases basket size.
At the same time, more immersive displays continue to gain traction. Fully decorated trees, interactive lighting walls and powered outdoor décor create visual impact and help customers understand product differences. Those experiences often translate directly into higher-value purchases.
Impulse plays a central role in holiday performance.
Holiday shopping behavior creates consistent opportunities for add-on sales. Smaller giftable items, stocking stuffers and everyday essentials all align with how customers shop during the season.
Front-of-store placement, endcaps and checkout displays serve as key touchpoints. Items such as gift wrap, batteries and novelty products capture incremental sales with minimal friction, especially when supported by clear signage and simple merchandising.
A clear identity matters more than matching the competition.
One of the strongest themes across both perspectives centers on differentiation. Retailers who define their holiday identity—whether through premium assortments, value-focused offerings or unique product mixes—create a clearer position in their market.
Buyers see challenges arise when stores attempt to mirror larger competitors without establishing that identity. Independent retailers perform best when they lean into their strengths, tailoring assortments and presentations to their customer base.
Technology, scale continue to shape the category.
Looking ahead, both organizations point to continued evolution in holiday products. Programmable lighting, music-synced displays and features controlled by apps continue to gain traction. Larger décor pieces and new visual formats expand the impact of outdoor displays.
Heath also highlights the growth of newer categories such as infinity décor, along with continued interest in permanent lighting systems. At the same time, the season’s traditional assortments—trees, wreaths and core lighting—remain a steady foundation for the category.
