When you live in South Florida, as I do, the only holidays that feels right are Fourth of July, Memorial Day, and Labor Day. Warm weather Halloween and Thanksgiving lack the turning leaves, orange pumpkins, and other hallmarks of those day to someone who grew up in Massachusetts.
Christmas, however, seems the most out of place because, well, there won’t ever be a white Christmas, and it’s hard to look at Santa without thinking that he’s probably sweating quite a bit.
Consumers are still planning to celebrate the holidays, but many are looking for places to stretch their budgets.
“Holiday decorations (-11%), show/experiences (-11%) and travel (-10%) are among the categories suffering the biggest declines in spending intention,” according to a 2024 study from Alix Partners.
The data showed that the biggest cutback is on self-gift-giving, so people seem to be making cuts where they can, but not skipping Christmas altogether.
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“Some 42% of respondents intend to purchase most gifts on sale, an uptick from the 38% who were looking to that strategy in 2023. Spending declines are planned for nearly all product and services categories except for food and beverage at home,” the data showed.
That could create a challenge for retailers that depend heavily on discretionary holiday purchases, particularly if consumers decide to reuse decorations they already own.
Gordon Companies files Chapter 11 bankruptcy
While you may not know the brand name, Gordon Companies has a long history.
“Gordon Companies Inc. has been family owned and operated for nearly 50 years. We are experts in quality Christmas, holiday and seasonal decorations,” the company shared on its website.
The company, which filed for Chapter 11 bankruptcy on Sept. 14, owns a number of brands.
- Christmas Central is an e-commerce marketplace offering one of the largest online selections of Christmas decorations, home decor, outdoor furnishings, and accessories.
- The Christmas.com e-commerce marketplace features everything you need for the holidays. We feature hundreds of quality sellers from around the United States for Christmas and holiday decor and gifts.
- From artificial Christmas trees and accessories to lights and decorations for holidays throughout the year, Northlight features Christmas and holiday decor for all seasons.
- Pool Central offers a deep stock of equipment and accessories for your pool, spa, and outdoor space.
The company reported $10 million to $50 million in both assets and liabilities. The filing indicates that there will be funds available for distribution to unsecured creditors. The case number is 26-11242, according to Bondoro.
RTM Nexus CEO Dominick Miserandino thinks that Christmas presents challenges for retailers who make most of their income for the holiday.
“Selling Christmas trees is an eight-week cash grab disguised as a full-time business,” he told TheStreet
He sees it as a risky strategy.
“You buy inventory and pay shipping months in advance, burning cash while sitting on empty warehouses all summer. If freight rates spike or last year’s stock doesn’t sell, you run out of money right before the orders start rolling in, he added.
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Gordon Companies Chapter 11 basics:
- Gordon Companies Inc. filed for Chapter 11 bankruptcy protection on Sept. 14, 2026, in the U.S. Bankruptcy Court for the Western District of New York. The case number is 1-26-11242.
- The Buffalo, New York-based company is an importer, wholesaler, and retailer of seasonal decorations and home décor.
- Gordon Companies reported estimated assets of between $10 million and $50 million and liabilities in the same range.
- The bankruptcy filing lists between 200 and 999 creditors.
- The filing indicates that funds will be available for distribution to unsecured creditors.
- Gordon Companies is a family-owned business whose roots go back to the opening of Dave’s Christmas Wonderland in Western New York in 1977.
- The company began e-commerce operations in 2001 and launched Christmas Central in 2004.
- Court records identify Jeff Sands as Gordon Companies’ chief restructuring officer.
- The company’s largest unsecured creditors include FedEx, Jay Gershberg, Speier Display Inc., Joseph Lombardo, and Yensay International Co. Ltd., according to the creditors’ filing.
- Source: Bondoro
Related: National specialty clothing chain closing all its stores
Holiday spending may drop
“Even as people embrace new technology, they want something more old-fashioned under the wrapping paper this year: screen-free gifts, in-person experiences, and a season that feels nostalgic. The brands that understand that desire can do more than move products. They can become part of the memory,” according to PWC’s 2026 Holiday Outlook.
The study also showed a number of things:
- Gift spending looks resilient, projected to dip just 2% year over year (YoY), despite historic lows in consumer confidence. For most households, the presents under the tree or by the candles aren’t going to get cut.
- Millennials are pulling back the most, with an expected decline of 10% on gift spend and 37% on travel. Now in their parenting and mortgage-paying prime, they’re still spending, just more carefully.
- AI is the new coupon clipping. Twenty-nine percent of consumers plan to use AI somewhere in their holiday shopping, up from last year, when 22% said they planned to use AI, mostly to research products, compare prices, and stay on budget.
- The digital generation is leading an analog gift revival. Sixty-four percent of consumers say they’re prioritizing screen-free gifts this year, and that number climbs to 78% among Gen Z.
“Holiday gift spending is projected to dip just 2% from last year, even as consumer confidence fell 18.5% YoY, according to the University of Michigan’s index (from 60.7 in June 2025 to 49.5 in June 2026 when the survey was fielded),” PWC shared.
Deloitte has a more optimistic view of the holiday season.
“Holiday retail sales are projected to total between $1.70 trillion and $1.71 trillion during the November 2026 through January 2027 period, representing an increase of 4% to 4.8% from the same period in 2025,” according to Deloitte’s annual holiday retail forecast. In 2025, holiday sales increased by 4.1% in the same period.
Gordon Company has not commented on its Chapter 11 filing, and it is not the same company as Gordon Brothers, a company that helps struggling companies sell distressed assets.
The company did not immediately return a request for comment sent to its media inquiries email. Gordon Company’s website are currently still taking orders.
This is a developing story and will be updated as news allows.
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