The holiday shopping frenzy is officially underway, and consumers are either hitting the stores or firing up their laptops to find gifts, party supplies, and everything else that makes the season special. For retailers, this isn't just busy season—it's the season that can make or break their entire year.
The stakes? According to the National Retail Federation, we're looking at the first-ever trillion-dollar holiday shopping season in the United States. November and December sales are expected to cross that threshold for the first time on record, which is great news if you're tracking consumer spending trends.
But here's the thing: not every retail stock is going to ride this wave equally. The holidays serve as a reality check for value-driven, promotion-heavy retailers, and Wall Street is watching closely. Investors have multiple ways to play the holiday spending surge—big-box value plays, e-commerce scale, premium discretionary portfolios—but picking the right strategy matters.
"A good retail stock usually makes a large portion of the sales during the gift-giving season," said Kevin Grebbien, founder at Quick Quant, a San Diego-based automated stock analysis company. "These can be big brick-and-mortar stores, or even online retailers. What makes a good one to invest in is one that has most, if not all, of its sales during the holiday. Just think of those pop-up Halloween stores in early autumn."
What Makes a Holiday Winner?
Grebbien thinks online retailers partnered with companies like Amazon (AMZN) for fulfillment could be solid bets right now. But he also warns against letting brand familiarity cloud your judgment.
"Main Street investors usually pick a brand that they know," he said. "This can be a benefit if the company is starting more local and it will grow substantially, but often we invest (or don't invest) emotionally into companies we like, even if fundamentally they are not good investments."
The best holiday retail stocks share some common characteristics: predictable seasonal demand, high brand loyalty, and a proven ability to convert both foot traffic and online clicks into strong margins during the most critical quarter of the year. "Strong Q4 performers generally have wide gift assortments, reliable supply chains, strong online presence and fulfillment, and promotional strategies that balance volume with profitability," said Paul Holmes, a stock market analyst at BrokerListings.com.
Reaching customers through multiple channels is essential too. "That's the case whether it's through brick-and-mortar shops, social media, and their own web properties, the latter of which is increasingly important," Holmes said.
Don't underestimate the power of loyal customer bases and membership ecosystems either—loyalty apps, discount clubs, free shipping tiers. "This helps to increase average order value and repeat purchases," Holmes added. "Inventory planning is also important to protect margins and reduce the post-holidays markdown risk."
Three Retail Picks Worth Your Attention
Let's be clear: holiday sales are still make-or-break for retailers. November and December can account for 20–30% of annual sales for many companies, so even a 1%–2% surprise in holiday comparable sales can move stocks significantly.
The sector winners right now are retailers with strong e-commerce operations and efficiency plays. That means looking at platforms with solid logistics, data capabilities, and AI-driven pricing that can capture market share when shoppers are hunting for deals. Here are three candidates that check most, if not all, of those boxes.
Up 23.5% year-to-date, this Bolingbrook, Illinois-based beauty products retailer is sitting pretty right now. It's rewarded patient investors handsomely over time—$1,000 invested in Ulta 15 years ago would be worth $16,288 today.
"ULTA is a strong pick as beauty is one of the most popular gift categories," Holmes said. "Their exclusive brands also maintain margins even with higher promotional discounts."
The company is also pushing into international markets, opening its first store in the Middle East in Kuwait. That complements its 1,500 freestanding stores across the U.S., a robust digital presence, and an expected 14.8% revenue increase over the next three years. Trading at $537 per share currently, consensus analyst expectations see the stock reaching $579 over the next 12 months.
Seeing Amazon on a retail "buy" list isn't exactly shocking, but there's good reason it belongs in the top tier. Not many companies can claim that a strong holiday quarter shows up twice on their income statement—once in retail sales and again in high-margin advertising revenue.
"Amazon is a retail leader with diverse, resilient business models that can effectively manage the peak holiday shopping season through strong e-commerce and extensive physical footprints," said Chunyang Shen, a high-end investor and founder of Jarsy Inc., an AI-powered fintech company that provides investors easy access to pre-IPO companies.
Amazon has also mastered capturing last-minute shoppers. "That comes from the sheer e-commerce volume it does across so many product categories," Holmes said. "AMZN also comes with more influence from its wider role in the technology sector."
Looking ahead to 2026, Amazon enters with accelerating ad revenue, which could become its biggest margin driver after AWS. Expect more AI personalization, faster delivery windows, and expansion of regional fulfillment hubs. The company will likely continue stealing market share from brick-and-mortar retailers as holiday shopping shifts online—double-digit North American retail growth is on the table if the economy stays stable.
Costco's per-share price is hefty at $908, and the stock has traded relatively flat so far in 2025, up only 1% for the year. But zoom out and you'll see shares have climbed 140% over the past five years. Valuations are moderately lower at 45 times 2026 earnings, down from 50 times earnings earlier in 2025. The retailer is also entering the holiday season with momentum—sales jumped 8.6% to $21.75 billion for the four weeks ended November 2.
"COST sells at lower gross margins and relies on membership loyalty among a mostly middle- to upper-middle-income customer base to cover its operating expenses," Holmes said. "Costco has gift baskets, jewelry, electronics, and other higher-value items that are popular during the holidays. Membership renewals help keep operating profit stable outside of peak shopping periods. Membership fees are 73% of Costco's operating profit, even though they're a much smaller proportion of revenue."
Don't Get Complacent During the Holidays
With all the good cheer surrounding the final weeks of 2025, it's easy for investors to lose focus during the holidays. But you can't afford to do that when evaluating retail stocks.
"The biggest mistake investors make is failing to monitor the retail sector closely," Shen said. "The retail landscape shifts rapidly, especially during the holidays. Failing to monitor real-time sales reports, inventory issues, or supply chain bottlenecks can mean missing crucial warning signs."
And don't forget about post-holiday performance, which often gets overlooked. "The period after Christmas involves significant returns and exchanges," Shen added. "Investors often overlook how efficiently a retailer manages this post-holiday phase, which impacts profitability and customer loyalty in the long term."