(Stock image from Depositphotos.)
Anne Flynn Wear// Assistant Managing Editor//September 17, 2026
For anyone who has spent meaningful time in the gift & home business, change is part of the equation. Still, the past few years have felt different. We have experienced tariff uncertainty, changing consumer spending, a challenging housing market and inventory management disruptions.
At the same time, digital commerce has matured, artificial intelligence has moved from concept to practical business tool, and expectations around speed, service and accessibility have risen considerably on all fronts. For retailers, designers and wholesalers alike, it has been a period of recalibration. I believe the bigger story, however, is one of evolution where the companies that remain most closely aligned with their customers’ expectations will have tremendous opportunities ahead.
A key question to ask is, “Are we operating the way our customers want to do business today or the way we became accustomed to serving them yesterday?”
Proper alignment means listening carefully and having the willingness to change products, processes and marketing messaging that may be comfortable for us but no longer resonate with the customer. Companies that understand their customers and adapt accordingly will separate themselves from those that continue doing business as usual. I’ve long believed companies in our industry should pursue two very simple
goals: be the easiest company to sell for and the easiest company to buy from.
Being easy to buy from means removing friction. Product information should be accurate, ordering should be intuitive, questions should be
answered quickly and problems resolved on a timely basis. Being easy to sell for is equally important. Sales representatives need the
information, tools, training, samples, digital resources and internal support necessary to confidently be a brand’s advocate. When a salesperson’s job is easier, it ultimately makes a customer’s job easier.
There is another goal I believe deserves equal attention: Every company, whether retail, design or wholesale, should strive to be the most welcoming company in the industry. Our markets and showrooms remain one of the great strengths of the gift & home industry because they provide something no digital platform can fully replicate: discovery, inspiration and human connection.
Being welcoming extends well beyond the showroom to all customer service and every interaction a sales representative has with a customer. Striving to ensure that every customer leaves saying, “that was a great experience,” is paramount in our industry. Customers should feel we are genuinely happy they chose to spend their time and their business with us, where we “earned” their business.
Technology is changing how we sell, but I don’t believe it diminishes relationships. In fact, I believe the opposite. When customers can access thousands of products instantly online, knowledgeable people become more valuable. An experienced sales representative understands a retailer’s customer, a designer’s aesthetic and the realities of their business. They can identify the right product, suggest an alternative or introduce something the customer might never discover independently.
Better customer data, CRM systems and AI-assisted tools can help salespeople enter those conversations better prepared. But technology works best when it supports human expertise rather than attempting to replace it.
Independent retailers and designers also provide something mass-market e-commerce struggles to recreate: discovery. Consumers visit great home and furniture stores because they want inspiration and products they haven’t seen everywhere else. Clients hire designers because they want expertise and access to ideas they wouldn’t necessarily discover themselves.
That creates an important responsibility for wholesalers to continue developing assortments that give their customers something worth discovering. Original proprietary design, craftsmanship, refined details, compelling materials and a clear point of view matter in a crowded
marketplace. When products become interchangeable, the conversation inevitably moves toward price, which is only a race to the bottom.
Artificial intelligence will increasingly help wholesalers analyze purchasing patterns, improve forecasting, assist with marketing and support sales teams. Retailers will use it for inventory planning, customer communication and e-commerce. Designers will use it for research, visualization and administrative work, but AI cannot replace taste, judgment or experience. The real opportunity is using technology to eliminate repetitive work and give our people more time to serve customers. The future isn’t simply about becoming more digital but rather about becoming better aligned with the customer.
Randy Egan is the founder & president of E-Gift & Home, Inc., a consulting firm dedicated to helping wholesale brands across the gift and home industry.
