Stay ahead of the drops

In a U.S. Google Trends pull for July 23 to October 22, 2026, search interest for needoh averaged an index of 50.6 over the seven days ending October 22, versus 44.6 over the prior four weeks, a 13.3% increase. Searches for "needoh advent calendar" averaged 8.3 over the same seven days, 5.5 times their 1.5 average in the first four weeks of the window, and set the window's high on October 7 and again on October 10. Search interest is not sales, but squishy gift demand is building into the Christmas window rather than fading after summer.

TikTok's U.S. newsroom said on October 14 that collectibles, including sports trading cards, memorabilia, coins, figurines and squishy toys, are shaping up to be a popular holiday gift this year. TikTok Shop reports that sales in that collectibles category have grown 230% year over year in October, and that user searches for "squishy toys" in September rose 149% compared with August. Its Black Friday and Cyber Monday campaign runs November 11 to 30. For a reseller, shoppers are already hunting for squishies on the platform where holiday buying happens, weeks before the campaign opens.

The National Confectioners Association's Getting to Know Seasonal Chocolate & Candy Consumers 2026 report, released October 15 with Circana sales data, puts winter holidays 2025 confectionery sales at $7.9 billion, up 6.7%, the largest of the four major candy seasons. The four major seasons together account for 64% of annual chocolate and candy sales, and e-commerce seasonal dollars are up 21% year over year. NCA's summary calls seasonal confectionery a powerful growth engine. For a reseller, the Christmas candy window is the biggest of the year, and more of it is moving online.

NCA's October 15 release on its seasonal consumer study found more than nine in 10 consumers buy seasonal chocolate or candy at least once a year, and 89% say seasonal chocolate and candy are an affordable part of holiday celebrations. 89% like treats that reflect the holiday through flavors, shapes, characters or packaging, and 84% say limited time offerings encourage them to buy before they're gone. The research was conducted by 210 Analytics in August 2026 among 1,550 candy consumers, with Circana sales data. For a reseller, holiday packaged candy is what shoppers reach for, and limited runs sell on urgency.

JAKKS Pacific reported on October 22 that third quarter net sales rose 20% to $254.2 million, with Toys/Consumer Products up 23% to $192.0 million and North America sales up 28% to $209 million. Its Action Play & Collectibles business grew 19% to $63 million. Chairman and CEO Stephen Berman said the company has great placement this holiday season. For a reseller, a toymaker heading into the holidays with North American sales up more than a quarter is a sign retailers are stocking up on toys.

The National Retail Federation's annual forecast, released October 15, predicts November and December retail sales will grow 4.2% over 2025 to $1.013 trillion, compared with 3.1% growth to $972 billion last holiday season. NRF's chief economist said retail heads into the season with strong spending momentum, as consumers remain the bright spot in the economy, and NRF expects retailers to hire 325,000 to 375,000 seasonal workers. NRF's figure excludes auto dealers, gas stations and restaurants to focus on core retail. For a reseller, the core holiday retail pie is growing faster than it did a year ago.