Holiday Sales Close Out Mixed for Richmond’s Local Businesses, with Cautious Optimism Heading into 2026 

Results from InUnison’s third and final 2025 Holiday Sales Survey suggest a mixed close to the holiday season for Richmond-area local businesses. While some businesses finished the season stronger than last year, others experienced softer results, reinforcing a pattern that emerged throughout the holidays: uneven performance shaped by cautious consumer behavior, economic uncertainty, and continued reliance on in-store shopping. 

Taken together with earlier holiday pulses, the final survey points to a season defined less by dramatic swings and more by variability across businesses and days. 

Holiday Revenue Ends the Season Split 

When asked to assess total holiday revenue compared to last year, 41% of respondents reported higher performance, while 41% reported lower performance, and 17% said results were about the same. This even split underscores how differently businesses experienced the season, depending on industry, customer base, and pricing dynamics. 

“It was great to see slightly higher numbers than last year, which was our largest holiday and year ever.” 

In-Store Activity Largely Stable, with Some Softening 

In-store activity followed a similar pattern. Just over 37% reported higher in-store activity, while 31% said traffic was about the same and 31% reported declines. These results align with earlier surveys showing that while foot traffic did not collapse, it remained inconsistent and sensitive to timing, weather, and consumer confidence. 

“I had a pretty successful holiday season, but I’m hoping for a better one next year, with a bit more consistency.” 

In-Store Sales Continued to Carry the Season 

Consistent with earlier findings, in-store sales accounted for the majority of total holiday revenue for most respondents. Online sales contributed a smaller share, and social or marketplace channels played a limited role for many businesses – reinforcing that holiday spending at local businesses remains largely place-based rather than digital. 

Average Transaction Sizes Hold Steady for Many 

Despite broader uncertainty, nearly 85% of businesses reported average transaction sizes that were either higher or about the same as last year. For some, price increases or higher-value offerings offset lower visit frequency, while others pointed to improved brand positioning or curated experiences as drivers. 

Businesses most frequently cited the economy, inflation, and consumer budget constraints as factors influencing spending behavior, though several also noted that targeted investments in branding, specialty items, or pricing adjustments paid off. 

Consumer Turnout and Marketing Reach Remain Key Challenges 

When reflecting on challenges this season, businesses most often pointed to consumer turnout, marketing reach, competition from online retailers, and weather-related disruptions (hello, December snow). Staffing and inventory concerns appeared less frequently, suggesting that demand-side pressures – rather than operational constraints – were the primary limiting factors. 

Looking Ahead: Guarded Confidence into 2026 

Despite a mixed holiday close, sentiment heading into the new year remains relatively constructive. Nearly 81% of respondents reported feeling somewhat or very optimistic about 2026, with only a small share expressing pessimism. 

When asked to identify top priorities for early 2026, businesses most often cited sales and revenue growth, followed by operational efficiency, marketing and visibility, and expansion or new offerings – signaling a focus on stabilizing demand and improving reach rather than rapid expansion. 

Final Takeaway 

The 2025 holiday season closed without a clear winner or loser for Richmond’s local businesses. Instead, results point to a more fragmented environment: some businesses ended strong, others struggled to gain traction, and many landed somewhere in between. As local businesses move into 2026, the emphasis appears to be on rebuilding confidence, strengthening visibility, and adapting to a consumer landscape that remains cautious but engaged. 

Note on methodology 

This final holiday survey received a smaller number of responses than earlier pulses. Results should be interpreted as directional insights rather than a comprehensive measure of all local business performance. Sales and traffic findings reflect consumer-facing businesses only; pure B2B respondents were routed past performance questions due to survey skip logic.