Reflections from CEDIA Expo — and What Comes Next
It’s been nearly a month since CEDIA Expo, which has given me some time to think beyond the products we saw and conversations we had in Denver and yes, even beyond the sizable dip in attendance that was reported. What has stayed with me most is how much our channel continues to evolve, the opportunities that evolution creates for integrators and, more importantly, what it means as we head into the final quarter of 2026 and start planning for 2027.
One of the clearest takeaways to me was the continued expansion of lighting and shading. These categories are no longer dominated by just a handful of flagship brands and premium products. We’re seeing more manufacturers enter the space, more solutions across price points and more ways for dealers to incorporate lighting and shading into their businesses.
That creates opportunity, but it also reflects a bigger shift happening across our industry.
Consumers have been trained to expect technology to get better while getting cheaper. More brands, more online purchasing options and more products competing on price have commoditized certain categories and made it increasingly difficult for customers to understand what actually differentiates one solution from another.
That’s not a reason to compete on price. It’s a reason to compete on expertise.
As we head into Q4, dealers should be looking at where they can add value that a product page or online retailer can’t. Are there adjacent categories you could be offering? Are you giving customers good, better and best options? Are you explaining why the right product for a project isn’t necessarily the least expensive or the most expensive?
That’s also where I see the value of CEDIA Expo. The show gives this channel the chance to get beyond the spec sheet: to experience products, talk directly with manufacturers and peers, and identify where the next opportunities are emerging.
For the remainder of 2026, there’s still business to win. But this is also the time to look ahead. Take stock of the categories you’re selling, where margins are getting tighter and where your customers are asking for more. Look at what you learned this year and decide where you want to build expertise in 2027.
The market will keep changing. The dealers who stay curious, continue learning and know how to translate an increasingly complex technology landscape into the right solution for their customers will be well positioned for what comes next.
— Dennis
Dennis Holzer
Executive Director, PowerHouse Alliance
