By: Nicole Bergen
We’re heading into Presidents’ Day soon, and if you’re a retail marketer, you’re probably feeling the heat. Between consumer sentiment, mixed economic signals, and the biggest furniture show of the year (Vegas Market), deciding how to market right now isn’t just strategy, it’s survival.
So, let’s unpack the big question: Do we lean into value and promotions? Or do we double down on quality, confidence, and brand credibility?
Economic Reality: It’s Complicated
A few macro trends are in our favor:
1. GDP Is Growing
The U.S. economy expanded at a stronger-than-expected pace in the last quarter. According to the Bureau of Economic Analysis, real GDP grew at an annual rate that surprised many economists, signaling that consumer and business activity is still moving.
2. Interest Rates Have Eased
After a long cycle at historic highs, interest rates have started to come down slightly. The Federal Reserve’s target rate now hovers near its lowest point in years. Lower borrowing costs often result in greater consumer spending, especially on big-ticket items.
3. Disposable Income Should Improve
Changes in tax policy and refunds arriving early this year mean many households will see extra dollars in their pockets soon. That typically translates to higher retail sales particularly when paired with seasonal events like Presidents’ Day.
But Here’s the Curveball: Consumer Confidence Still Lags
Despite positive GDP growth and improved personal finances on paper, the Conference Board’s Consumer Confidence Index remains muted. Many consumers remain cautious, uncertain, or wary of future economic conditions.
This disconnect leaves us marketers scratching our heads:
- Should we speak to confidence and quality?
- Or do we need to push value and promotions harder than ever?
Why You Can’t Do Both Well in the Same Message
Here’s a conclusion I’ve reached and that many marketers are missing:
You cannot effectively bridge trust and high-pressure promotions in one message.
Consumers today have incredibly short attention spans thanks in part to platforms like TikTok that reward rapid storytelling and constant novelty. So, when you try to jam:
“Buy now!” + “Trust us!” + “We’re also best in class!”
…into a 15 or 30-second spot, it becomes confusing. Your message loses meaning.
If you try to say too much in too little time, nothing lands.
I repeat, when you try to say too much, nothing lands.
This isn’t just a hunch, it’s behavioral. When attention is fractured, simple messages win.
So, what do we do?
Separate the Messages. Don’t Combine Them!
My thinking for Presidents’ Day and 2026 planning:
- Heavy Promotion Should Lead the Funnel
Use promotions, financing, value messaging, and offers to get attention and drive early engagement.
- 0% financing is testing as one of the strongest conversion levers right now.
- Presidents’ Day historically drives one of the highest retail traffic spikes of the year.
- Value tactics still deliver in the short term.
Put those messages everywhere: streaming, connected TV, display, and paid social.
- Credibility + Trust Should Be Its Own Campaign
Your long-term brand messaging (trust, reviews, authority, social proof) deserves its own space so it can breathe.
Ways to build trust cost-efficiently:
- Online reviews & reputation management Studies show that over 80% of buyers read reviews before purchasing large items. This indicates reviews aren’t just “nice to have,” they shape behavior.
- Influencer partnerships Authentic influencers can provide third-party credibility that traditional advertising cannot.
- Email and owned content Stories about your brand, warranty education, outcomes, and “why you exist” build long-term memory and preference.
Don’t bury these messages under a promotional overload. Give them their own stage.
A Simple Rule: Think in Layers
Rather than one message that tries to do everything, think in tiers:
Top of Funnel
- Awareness
- Offers
- Financing
- Visibility
Mid Funnel
- Reviews
- Stories
- Social proof
- Product education
Bottom Funnel
- Purchase reassurance
- Warranty clarity
- Return policies
- Purchase confidence
Each stage reinforces the next.
So, what’s the Plan for Presidents’ Day?
For many retail marketers, Presidents’ Day is the first major promotional moment of the year.
Go in with confidence:
- Consumer disposable income will be higher than it was in previous seasons.
- Interest rates are less of a barrier.
- Seasonal sentiment is positive.
But remember this: When attention is fragmented and consumer confidence is cautious, simplicity wins.
Separate your why from your offer. Let each message do its job.
Don’t try to squeeze trust into the same 15 seconds that are already selling a price cut or financing plan. You’ll dilute both.
Final Thought
As marketers, we tend to chase the “perfect message,” one that does everything at once.
But consumers today are smarter than that. They want clarity, relevance, and reasons to believe in you before they say yes to your offer.
So, for Presidents’ Day and into 2026: Lead with value. Support with credibility. And stop trying to mash them together.
Your customers will thank you, and your results will too.
