The Biggest Marketing Opportunity You’re Sleeping On in 2026

Gary Vaynerchuk argues that collectibles represent a significant marketing opportunity for brands of all sizes in 2026 and beyond. He contends that collectibles have evolved into a lifestyle genre, akin to fashion or music, serving as a form of communication and tribalism. Vaynerchuk suggests brands incorporate collectibles into their products to drive trial, build affinity, and reach new consumer segments, giving the examples of limited edition items in cereal boxes or airline tickets. He cautions against adding friction to the collectible experience with QR codes or complicated redemption processes. The rise of "interest media" and live shopping platforms further amplifies the potential of collectibles by enabling targeted reach and easy flipping.