Retail marketing has never been more complex, and 2026 will only add more noise. New platforms, new AI tools, new ad formats, new “must-try” trends.
But the retailers who are winning right now aren’t the ones doing the most.
They’re the ones doing the right things – better.
“Better, Not More” is the mindset shift that can help you start 2026 with more clarity, stronger results, and less burnout.
The 2026 Reality: Customers Are Everywhere, Attention Is Not
Omnichannel behavior is now the norm, not a trend.
Recent research shows:
- 73% of shoppers use more than one channel during their buying journey.
- Omnichannel customers spend around 30% more and have higher lifetime value than single-channel shoppers.
- Brands that embrace omnichannel strategies see significantly better retention than those that don’t.
At the same time, small business owners and marketers are under pressure:
- A 2024 report found many small business owners feel overwhelmed by marketing tasks and are unsure their current efforts are even working. Forbes+1
- In early 2025, more than half of marketers surveyed reported feeling overwhelmed and emotionally exhausted in the past year. Marketing Week+1
So as you head into 2026, the question isn’t:
“Where else should we be showing up?”
It’s:
“What’s working, and how do we do that better? And what do we need to let go of?”
Why “Doing Everything” Fails Retailers
When retailers try to be active on every channel, a few things almost always happen:
- Messaging gets diluted. Each channel has slightly different language, visuals, or offers. Customers feel inconsistency rather than clarity.
- Teams burn out. Keeping up with posts, ads, emails, campaigns, and content across multiple platforms isn’t sustainable for small or mid-sized teams. (Psst … 👉 This is where a good external marketing partner can help you.)
- Budgets scatter. Instead of fueling a few strong engines, spend trickles across many places, none of them truly optimized.
- Customer experience suffers. Disconnected touchpoints make it harder for shoppers to move smoothly from discovery to purchase.
In other words, “more marketing” often translates into more work, same results.
To start 2026 stronger, you need a different approach.
The 70/20/10 Framework for 2026: Focus with Intention
The 70/20/10 rule is a simple way to structure your marketing efforts so you can grow without overwhelming your team.
70%: Core, High-Performing Channels (Your Foundation)
This is where you allocate most of your time and budget: the channels that reliably generate revenue and meaningful engagement.
For most retailers, that usually includes:
- Email marketing continues to deliver one of the highest ROIs of any channel. Recent data shows brands earn an average of $36 for every $1 spent on email, with retail and eCommerce often performing even better.
- High-intent channels like search (Google, local SEO, map listings) that capture shoppers actively looking to buy.
- Top-performing product pages or categories on your website that repeatedly convert.
These are your proven workhorses. Going into 2026, your first question should be:
“How do we make these even better before we add anything new?”
20%: Growing Channels with Clear Potential
This slice of your energy goes to tactics that are starting to show results, but aren’t yet your main drivers.
Examples:
- Short-form video (Reels, Shorts) that drives strong engagement and helps drive conversions.
- SMS campaigns that drive repeat purchases and appointment confirmations.
- Paid campaigns with early ROAS that are promising but still need testing.
- Improved omnichannel experiences like “buy online, pick up in store”, or better integration between your site, POS, and marketing tools.
In 2024–2025, brands that leaned into cohesive omnichannel experiences saw higher engagement, better retention, and more repeat purchases.
Your 20% budget is how you intentionally grow that momentum in 2026.
10%: Experiments & Innovation
This is where you give yourself permission to test without destabilizing your strategy.
In 2026, that might include:
- AI-driven tools to personalize recommendations, segment customers, or speed up content creation.
- New platforms or formats (live shopping, interactive quizzes, new social features).
- Fresh content types (behind-the-scenes videos, expert Q&As, digital lookbooks, virtual try-ons).
The key is to keep experiments within the 10% bucket. You learn, iterate, or move on without turning every new idea into a new obligation.
How to Find Your Top 3 High-Performing Touchpoints for 2026
To make “Better, Not More” real, you first need clarity on which touchpoints truly matter.
Start with three steps:
1. Follow the Revenue
- Check your analytics for top converting channels and campaigns.
- Look at assisted conversions and attribution windows; many purchases involve multiple touchpoints. Omnichannel shoppers are more likely to purchase and deliver higher lifetime value than single-channel shoppers.
- Ask customers directly at checkout or in follow-up emails: “How did you find us?” or “What helped you decide to buy?” Note their memory may not be 100%, but it will help provide you with indicators.
You’re trying to identify the real drivers, not just the noisiest channels.
2. Find High-Value Engagement Moments
Look beyond clicks and likes. Focus on the actions that meaningfully move customers closer to purchase:
- Viewing specific product or service pages
- Using a wish list, quiz, or appointment scheduler
- Engaging with educational content (style guides, buying guides, how-to posts)
- Opening and clicking key email sequences or offers
These moments often signal strong intent, and they’re exactly where optimization pays off.
3. Compare ROI to Effort
Finally, assess each channel based on both results and effort:
- How much time or money does this require each week or month?
- What revenue or strategic value does it bring?
- If we reduced or paused this, what would we see change or drop?
- If we put this time into a higher-performing channel instead, what might we gain?
- How long before we see the ripple resolve? (For new or dropped efforts.)
As you enter 2026, your goal is to spotlight your top three touchpoints, the places where your energy and resources deliver the greatest impact.
Why “Better, Not More” Is the 2026 Advantage
The past few years have pushed retailers hard: economic uncertainty, shifting consumer behavior, rising expectations for speed, personalization, and convenience. Many marketers report feeling overwhelmed and near burnout.
Going into 2026, staying busy is not the goal.
Staying effective is.
“Better, Not More” means:
- Fewer channels, more depth.
- Less scrambling, more strategy.
- Less copying competitors, more clarity about your own game.
- Less “We have to be everywhere,” more “We show up powerfully where it matters.”
If you want a clear, actionable way to start the year, use this simple checklist:
- Identify your top 3 revenue-driving touchpoints.
- Map your 70/20/10 allocations for Q1 2026.
- Decide which channels to improve, which to grow, and which to pause.
- Protect your team’s time and energy by saying “no” to anything that doesn’t fit those priorities.
Because in 2026, the retailers who win won’t be the ones shouting the loudest in the most places.
They’ll be the ones who know exactly where they’re most effective and choose to be better there.
