# Retail CEOs Navigate Consumer Anxiety Amid Steady Holiday Spending Shoppers show resilience despite economic pressures, with holiday sales projected to grow 4-7%. - **Source:** [Fortune](https://fortune.com) - **Published:** 2026-09-23 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/c5b4a9f2-118f-4efb-b007-9c0240877416 ## Consumer paradox emerges Retail CEOs observe a contradiction where 57% of Americans feel worse off than last year, yet AlixPartners forecasts 4-7% holiday sales growth. Dollar General CEO notes distress across all income levels due to sustained inflation, yet spending continues. This stems from low unemployment enabling spending despite negative headlines, with retailers amplifying deals to attract budget-conscious shoppers. ## Income-tier spending shifts Households earning $100K+ are trading down to Dollar General from Walmart, while sub-$45K earners make more frequent trips but buy less per visit. Gas prices disproportionately impact lower-income shoppers, who now stock up only when cash is available. This bifurcation forces retailers to cater simultaneously to trading-down and cash-strapped behaviors within the same stores. ## Macy's operational overhaul CEO Tony Spring counters consumer wariness by accelerating store investments and floor staff deployment. Merchandise assortment refinements and supply chain improvements increase flexibility, allowing faster clearance of slow-moving items. These changes reflect a broader industry pivot toward operational agility as predictability wanes, though Spring acknowledges inflation uncertainty remains uncontrollable. ## Dollar General's $1 strategy Responding to increased bargain hunting, Dollar General expanded its $1 item selection. CEO Todd Vasos highlights how inflation reshapes shopping patterns across demographics, with even affluent customers seeking value. This micro-price strategy helps maintain transaction volumes while average basket values fluctuate unpredictably amid economic volatility. ## CEO consensus on uncertainty Goldman Sachs conference revealed unanimous CEO concern over managing amid diesel prices, oil markets, wars, and Fed policies. Boot Barn's John Hazen exemplifies leadership's struggle to plan without stable variables. Retailers now prioritize customer service and flexibility over long-term forecasting, accepting constant adjustment as the new normal. ## Supply chain as differentiator Macy's nimbler supply chain demonstrates how operational upgrades directly address today's volatility. Faster inventory turnover compensates for unpredictable demand swings. This capability becomes critical as retailers compete on adaptability rather than pure pricing power, with speed-to-adjust now outweighing traditional scale advantages. ## Psychological vs economic reality The 4-7% sales projection contradicts 57% of consumers feeling financially worse off, revealing a gap between sentiment and behavior. Retailers attribute this to paycheck-to-paycheck spending habits sustained by employment, coupled with strategic discounting that makes continued purchases feel necessary rather than discretionary. ## Agility as survival imperative The conference underscored retail leadership's pivot from seeking stability to institutionalizing adaptability. With no foreseeable relief from macroeconomic crosscurrents, CEOs now view continuous operational tweaks—from pricing to staffing—as core competencies rather than temporary fixes, fundamentally redefining retail management playbooks. ## Sources covering this story - https://fortune.com/2026/09/23/holiday-season-retail-2026-forecast-ceos-dollar-general-macys/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._