2026: Don’t Be Comfortable. Be Brave.
Why We Stayed Quiet - And Why We’re Speaking Now
For the first time in our 18-year history, RetailOasis didn’t send a Christmas card.
Not because we weren’t grateful.
Not because we didn’t care.
But because, quite simply, it didn’t feel right.
The end of 2025 did not arrive wrapped in the usual sense of celebration or lightness. The Bondi attack shook our city in a way that lingered, emotionally, psychologically, collectively. It felt inappropriate to lean into festive messaging when so many people were processing fear, grief and disbelief.
So, we paused.
We reflected.
And we chose quiet over noise.
But as we look ahead to 2026, it feels right, and important, to speak again. Not to gloss over what has been, but to acknowledge it. And to name what comes next.
Because if there is one word we believe defines 2026 for leaders, retailers and communities alike, it is bravery.
2026: A Year That Demands Courage, Not Comfort
There is a comforting myth in business that stability is the goal.
But history (and retail) tells us something different.
When times are easy, comfort is tempting. When competition is low, comfort is possible. But when conditions are complex, uncertain and fast-moving, comfort becomes a liability.
2026 is not a year for comfort. It is a year for brave leadership.
Bravery does not always look bold from the outside. Often, it looks like:
Making decisions before they are popular
Investing when others hesitate
Letting go of what once worked
Saying no to short-term reassurance in favour of long-term strength
In retail especially, bravery may mean doing the uncomfortable work now to ensure relevance later.
Bravery Isn’t Loud - Sometimes It’s Quiet and Decisive
In moments of crisis, we often witness acts of bravery that don’t seek recognition.
During the Bondi attack, members of the community made split-second, deeply human decisions, many of them unpopular, frightening, or misunderstood in the moment, but ultimately made for the greater good.
That kind of bravery isn’t reckless.
It’s not performative.
It’s grounded in responsibility.
Leadership in retail isn’t so different.
The most effective leaders are rarely the loudest in the room. They are the ones willing to:
Act before certainty arrives
Absorb discomfort on behalf of their teams
Make decisions that won’t be applauded immediately
Protect the long-term health of their business, not just this quarter’s results
A Once-in-a-Decade Reset: The Energy of 2026
What makes 2026 especially compelling is that it doesn’t just feel different — it is different.
From a numerology perspective, 2026 marks the beginning of a brand-new cycle: a Universal Year 1.
After the closures, completions and emotional clearing of 2025 (a Universal Year 9), 2026 arrives like a sunrise — fresh, expansive and filled with potential.
This pivotal energy is amplified by the Chinese Zodiac’s Year of the Fire Horse, beginning on 17 February 2026.
Together, these forces signal:
Reinvention
Initiative
Bold, creative acceleration
Independence and self-belief
Increased momentum and opportunity
It is, quite literally, a once-in-a-decade invitation to reset direction - personally, professionally and organisationally.
But opportunity does not arrive without challenge.
Growth rarely comes without friction.
Momentum often requires risk.
And bravery is almost always uncomfortable at first.
Why Retail Leaders Must Be Brave in 2026
Retail is entering a defining chapter.
The rules are shifting. Consumers are changing. Costs are rising. Technology is accelerating. Loyalty is fragile. And the middle ground - in brand positioning, in strategy, in experience - is disappearing.
In 2026, leaders who wait for certainty will be overtaken by those who act with conviction.
Bravery in retail may look like:
Reworking a store network before performance declines
Investing in people while others cut headcount
Narrowing focus instead of chasing scale
Redefining value beyond price
Choosing clarity over complexity
When competition intensifies, comfort is no longer protection…it is exposure.
Don’t Be Comfortable. Be Brave.
To be clear, this phrase is not a rallying cry for recklessness.
But instead a reminder that meaningful leadership requires courage, especially when the path forward isn’t obvious.
Being brave doesn’t mean having all the answers. It means being willing to move anyway.
And in our experience, the retailers who emerge strongest are rarely the ones who played it safest…they are the ones who were brave enough to evolve early.
Closing: A Year to Lead With Intention
At RetailOasis, we believe leadership in retail has never mattered more.
2026 will reward those who:
Lead with clarity
Act with intention
Invest with conviction
And make brave decisions, even when they are uncomfortable
If the end of 2025 taught us anything, it’s that certainty is fragile. But strength, community and courage endure.
So, as we step into a new year — and a new cycle — our message is simple: Don’t be comfortable. Be brave.
For those beginning to think about what bravery looks like on the ground, particularly in physical retail, we’ve also shared our perspective on how stores are evolving in 2026, and why their role has never been more important.
Read: The Future of Physical Retail in 2026
If you’re navigating big decisions, questioning the role of your stores, your brand, your people or your future direction, we’re always open to a conversation.