{
  "slug": "a-frame-brands-mastercard-ritual-2026-10-27t18-6",
  "company": "A-Frame Brands, Mastercard, Ritual",
  "headline": "Brands shift holiday marketing focus away from owned channels in 2026.",
  "topic": "{Stash Edge — Email & DM Funnel}",
  "source_name": "Glossy",
  "source_url": "https://www.glossy.co/research/glossy-research-brands-focus-on-owned-channels-wavers-for-the-2026-holiday-season/",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/a-frame-brands-mastercard-ritual-2026-10-27t18-6",
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      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Email & DM Funnel}\n◆ GRAPHITE · Holiday marketing channel reallocation · A-Frame Brands, Mastercard, Ritual\n\nBrands shift holiday marketing focus away from owned channels in 2026.\n\nThe pendulum swung hard toward owned channels after iOS14 broke paid social targeting. Now it's swinging back because owned-channel audiences are tired and small relative to the scale needed for Q4. The brands that are winning are not choosing; they're stacking. They use email to deepen the repeat customer, paid social to find new eyes, and retail partnerships to be in the right place when the shopper is ready to buy. The brands that fail are the ones who said 'we're DTC only' or 'we're going all-in on email.' Holiday 2026 does not reward purity.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/a-frame-brands-mastercard-ritual-2026-10-27t18-6\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/a-frame-brands-mastercard-ritual-2026-10-27t18-6\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/a-frame-brands-mastercard-ritual-2026-10-27t18-6",
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      "alt_body": "{Stash Edge — Email & DM Funnel}\n◆ GRAPHITE · Holiday marketing channel reallocation · A-Frame Brands, Mastercard, Ritual\n\nBrands shift holiday marketing focus away from owned channels in 2026.\n\nThe pendulum swung hard toward owned channels after iOS14 broke paid social targeting. Now it's swinging back because owned-channel audiences are tired and small relative to the scale needed for Q4. The brands that are winning are not choosing; they're stacking. They use email to deepen the repeat customer, paid social to find new eyes, and retail partnerships to be in the right place when the shopper is ready to buy. The brands that fail are the ones who said 'we're DTC only' or 'we're going all-in on email.' Holiday 2026 does not reward purity.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/a-frame-brands-mastercard-ritual-2026-10-27t18-6\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/a-frame-brands-mastercard-ritual-2026-10-27t18-6\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/a-frame-brands-mastercard-ritual-2026-10-27t18-6",
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      "body": "{Stash Edge — Email & DM Funnel}\n◆ GRAPHITE · Holiday marketing channel reallocation · A-Frame Brands, Mastercard, Ritual\n\nBrands shift holiday marketing focus away from owned…\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/a-frame-brands-mastercard-ritual-2026-10-27t18-6",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Brands shift holiday marketing focus away from owned channels in 2026.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nGlossy research found that brands including A-Frame Brands, Mastercard, and Ritual are stepping back from reliance on owned channels (email, SMS, owned website) and rebalancing spend toward paid social and retail partnerships for the 2026 holiday season.\nHere's the cool part — the lever almost everyone misses (and you don't have to): owned channels are not dying—email and SMS still carry the highest ROI per-message sent. But owned channels are saturated; most brands' email lists hit inbox fatigue by November. The pattern emerging is hybrid rebalancing: own your core repeat customer on email and SMS (the top 10–15% of your list), then acquire and convert new holiday buyers through paid social and retail partnerships. Do not abandon email capture, but do not assume owned channels alone will move holiday revenue. The brands winning are splitting holiday budget: 40% owned retention (top 15% of list), 35% paid social (new customer acquisition), 25% retail and marketplace (wholesale and TikTok Shop co-op).\nWhat that means for you: The pendulum swung hard toward owned channels after iOS14 broke paid social targeting. Now it's swinging back because owned-channel audiences are tired and small relative to the scale needed for Q4. The brands that are winning are not choosing; they're stacking. They use email to deepen the repeat customer, paid social to find new eyes, and retail partnerships to be in the right place when the shopper is ready to buy. The brands that fail are the ones who said 'we're DTC only' or 'we're going all-in on email.' Holiday 2026 does not reward purity.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Glossy: https://www.glossy.co/research/glossy-research-brands-focus-on-owned-channels-wavers-for-the-2026-holiday-season/.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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