For me, it’s a yay, yes, absolutely, never miss. This weekend we were in Killington VT for the women’s world cup ski racing (Mikaela Shiffrin fans, where you at 📣) which was both a delight – unforgettable for me and the kids – and also frigid 🥶.

I bought this fleece-lined gorgeous hat that says Killington Cup Vermont and reminds me of this incredible weekend watching Shiffrin crush as the GOAT of women’s skiing. My daughter and her friends got hoodies and my son got a baseball hat. (My husband plans on “borrowing” my son’s hat when he’s not using it.)

Every time we touch this merch we’ll be reminded of this beautiful weekend.

That’s the point of merch: it’s a tangible connection to something intangible. It’s a memory, a feeling, a sense of belonging, and an identifier.

Did you buy any merch this holiday weekend?