New industry-wide initiative encourages retailers, suppliers, brands and manufacturers to take one small action every day in the run-up to Christmas
16 September 2026 marks a significant milestone in the retail calendar, with exactly 100 days remaining until Christmas Day. To help businesses across the home, gift and stationery sectors make the most of the festive trading period, the Home & Gift Association has launched its new 100 Days to Christmas Challenge.
Designed to be practical, engaging and community-focused, the challenge encourages businesses to complete one simple task each day in the countdown to Christmas, helping them improve sales, strengthen customer relationships, boost visibility and prepare for peak trading.
The initiative comes as many independent retailers, suppliers and manufacturers begin their final preparations for what is traditionally the busiest and most important trading period of the year. From reviewing bestselling products and improving online customer journeys, to sharing behind-the-scenes content and supporting fellow businesses, the challenge aims to turn Christmas preparation into a series of manageable daily actions.
Participants can follow the challenge throughout the 100-day countdown and work their way through a series of festive achievement levels:
- 🥉 Bronze Christmas Champion – 25 challenges completed
- 🥈 Silver Christmas Champion – 50 challenges completed
- 🥇 Gold Christmas Champion – 75 challenges completed
- 🏆 Christmas Champion – 100 challenges completed
Commenting on the launch, Gemma Sault, Managing Director of the Home & Gift Association, said: “Christmas success doesn’t happen by accident. It is built through hundreds of decisions and actions taken in the weeks and months beforehand.
We know our members are incredibly busy, particularly at this time of year, so we wanted to create something practical, positive and genuinely useful. The Home & Gift Association’s 100 Days to Christmas Challenge breaks preparation down into manageable daily actions that businesses can realistically achieve.
Importantly, we also wanted it to be fun. This is about celebrating the creativity, resilience and passion that exists across our industry while helping businesses grow stronger during the most important retail period of the year.”
The challenge is open to retailers, brands, wholesalers, distributors, manufacturers, designers and service providers across the sector. Participants will be encouraged to share their progress on social media using #HGA100DaysToChristmas, creating a collective industry countdown that celebrates success stories, festive displays, product launches, customer engagement ideas and business achievements.
Throughout the campaign, the Home & Gift Association will also spotlight member activity, share inspiration and celebrate businesses that are embracing the challenge. The initiative forms part of the Association’s wider commitment to supporting growth, collaboration and visibility across the home and gift industry.
As the countdown begins, Day 100’s challenge is simple:
Set your Christmas goal.
Whether it is increasing sales, securing new retail stockists, growing customer engagement or simply creating a less stressful festive season, participants are encouraged to write down their goal and share it with the community.
After all, Christmas success is rarely created in December alone. It is built over the 100 days that come before it.
Your industry. Your community. Your growth partner.
For more information or to join the challenge, visit the Home & Gift Association social media channels and follow #HGA100DaysToChristmas.
