{
  "slug": "bath-body-works-glossy-research-sample-2026-10-27t03-6",
  "company": "Bath & Body Works + Glossy Research sample",
  "headline": "Retail brands pulling back from owned-channel focus for 2026 holiday, returning to paid media.",
  "topic": "{Stash Edge — Pricing Play}",
  "source_name": "Glossy",
  "source_url": "https://www.glossy.co/research/glossy-research-brands-focus-on-owned-channels-wavers-for-the-2026-holiday-season/?utm_campaign=glossydis&utm_medium=rss&utm_source=general-rss",
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      "body": "{Stash Edge — Pricing Play}\n◆ GRAPHITE · Strategic shift from owned channels to paid media · Bath & Body Works + Glossy Research sample\n\nRetail brands pulling back from owned-channel focus for 2026 holiday, returning to paid media.\n\nThe owned-channel thesis was real for a moment. It still works at scale if you have millions in your email list and high engagement. But most brands don't have that. Most brands have email list fatigue and Instagram reach that tanked. The people writing the strategy three years ago were right — owned channels are cheaper. But cheap doesn't matter if nobody opens the email. So brands are spending again. This isn't a failure of owned channels; it's a recognition that channel diversification requires paid media to work at volume. The move isn't to go all-in on paid. It's to test your own numbers and reallocate based on ROAS, not theory.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/bath-body-works-glossy-research-sample-2026-10-27t03-6\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/bath-body-works-glossy-research-sample-2026-10-27t03-6\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/bath-body-works-glossy-research-sample-2026-10-27t03-6",
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      "alt_body": "{Stash Edge — Pricing Play}\n◆ GRAPHITE · Strategic shift from owned channels to paid media · Bath & Body Works + Glossy Research sample\n\nRetail brands pulling back from owned-channel focus for 2026 holiday, returning to paid media.\n\nThe owned-channel thesis was real for a moment. It still works at scale if you have millions in your email list and high engagement. But most brands don't have that. Most brands have email list fatigue and Instagram reach that tanked. The people writing the strategy three years ago were right — owned channels are cheaper. But cheap doesn't matter if nobody opens the email. So brands are spending again. This isn't a failure of owned channels; it's a recognition that channel diversification requires paid media to work at volume. The move isn't to go all-in on paid. It's to test your own numbers and reallocate based on ROAS, not theory.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/bath-body-works-glossy-research-sample-2026-10-27t03-6\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/bath-body-works-glossy-research-sample-2026-10-27t03-6\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/bath-body-works-glossy-research-sample-2026-10-27t03-6",
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      "body": "{Stash Edge — Pricing Play}\n◆ GRAPHITE · Strategic shift from owned channels to paid media · Bath & Body Works + Glossy Research sample\n\nRetail brands pulling back from ow…\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/bath-body-works-glossy-research-sample-2026-10-27t03-6",
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      "label": "Substack · Fending",
      "title": "Retail brands pulling back from owned-channel focus for 2026 holiday, returning to paid media.",
      "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 👇\nPer Glossy Research report on 2026 holiday marketing strategies, brands' focus on owned channels is wavering, suggesting a rebalance toward paid advertising for the holiday season.\nHere's the cool part — the lever almost everyone misses (and you don't have to): owned-channel consolidation works until it doesn't. If your email list is stagnant and your social organic reach has flatlined, stop investing to fix them. Instead, run a test: 30% of your Q4 budget into paid (TikTok, Pinterest, paid search) and 70% into email + owned. Track ROAS by channel. If owned-channel ROAS drops below 2.0x, shift that percent to paid and lock it in for 2025. Don't chase the trend; test it with your own data. Budget follows ROI, not strategy.\nWhat that means for you: The owned-channel thesis was real for a moment. It still works at scale if you have millions in your email list and high engagement. But most brands don't have that. Most brands have email list fatigue and Instagram reach that tanked. The people writing the strategy three years ago were right — owned channels are cheaper. But cheap doesn't matter if nobody opens the email. So brands are spending again. This isn't a failure of owned channels; it's a recognition that channel diversification requires paid media to work at volume. The move isn't to go all-in on paid. It's to test your own numbers and reallocate based on ROAS, not theory.\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/?utm_campaign=glossydis&utm_medium=rss&utm_source=general-rss.)\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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