Berkshire Bazaar of Bargains 2026 Marks a Quieter, New Era for Berkshire Hathaway

The Berkshire Bazaar of Bargains 2026 had all the familiar charm of years past, but with a few unmistakable changes in the air. Walking through the cavernous exhibit hall at the CHI Health Center in Omaha, longtime attendees noticed something different almost immediately. The lines were shorter, the aisles felt roomier, and the buzz that has long defined this iconic shopping event tied to Berkshire Hathaway’s annual meeting felt slightly more subdued than in previous years.

Yet, even with the softer crowds, the event reflected a moment of transition for one of the most closely watched companies in the world.

A Familiar Setup With a Different Energy

The 20,000-square-foot Berkshire Bazaar of Bargains continues to be one of the most beloved traditions surrounding the company’s annual shareholder weekend. As always, the hall was stocked with fan-favorite items, including:

• Warren Buffett-themed apparel from Brooks Sports
• Classic chocolate coins from See’s Candies
• Merchandise from dozens of Berkshire subsidiaries
• Limited-edition collectibles celebrating the brand’s history
• Quirky plush toys, candies, and lifestyle goods

What was missing this year, however, wasn’t the merchandise. It was the larger-than-life presence that has historically anchored the gathering: 95-year-old Berkshire chairman Warren Buffett, who is no longer expected to headline the meeting in the way he has for decades.

Spotlight Shifts to Greg Abel

This year’s quieter atmosphere coincides with a generational shift inside Berkshire Hathaway. Greg Abel, who officially took over as CEO at the beginning of 2026, is stepping into the spotlight in a way that’s both deliberate and personal.

Rather than letting his new role unfold from a distance, Abel made his presence known on the floor of the bazaar. He visited every booth, chatted with employees, and shook hands with shareholders along the way. Lines formed naturally as fans of the company eagerly waited to greet the man now leading one of the most iconic conglomerates in the business world.

Some highlights of Abel’s appearance included:

• Greeting employees from a wide range of Berkshire subsidiaries
• Connecting with longtime shareholders who have followed the company for decades
• Posing for photos with attendees and brand mascots
• Engaging directly with vendors and product teams
• Leaning into the personal, community-driven feel of the event

His engagement signaled a clear message: Berkshire’s culture of accessibility and connection isn’t going anywhere.

Squishmallows Steal Hearts Again

Squishmallows, the plush toy phenomenon owned by Jazwares, once again proved to be one of the bazaar’s biggest crowd magnets. Berkshire gained the Squishmallows brand through its 2022 acquisition of Alleghany Corporation, and the soft, collectible characters have become a recurring fan favorite at the annual event.

This year, the brand introduced a brand-new attraction: a Greg Abel-themed Squishmallow. The plush nod to Berkshire’s new CEO offered shareholders a fun and personal way to celebrate the company’s leadership transition.

Jazwares president Jeremy Padawer told CNBC that Abel was “engaged, interested, and involved,” sharing that the CEO even helped design his own Squishmallow. To make things even more fun, the company partnered with multiple Berkshire brands to create special-edition plushies, including:

• BNSF Railway
• NetJets
• GEICO
• See’s Candies

Each crossover plush gave attendees a charming way to celebrate the wider Berkshire family while taking home a piece of memorabilia from a historically significant year.

See’s Candies Adds a Sweet Touch

See’s Candies, one of Berkshire’s most iconic and beloved subsidiaries, leaned heavily into the moment. The booth was stocked with shelves of themed chocolate treats designed for the occasion, drawing in shareholders looking for both nostalgia and a sweet snack.

In a delightful nod to the leadership transition, See’s also displayed cardboard cutouts of Buffett and Abel playing hockey together. The lighthearted scene paid tribute to Abel’s Canadian roots and his well-known passion for the sport, blending tradition with the spirit of new beginnings.

It was a small but meaningful detail, the kind of touch that has long made the bazaar feel less like a corporate event and more like a community celebration.

Brooks Running Brings the Energy

Brooks Running, another popular Berkshire subsidiary, brought its own twist to the festivities with a special 2026 edition of its running shoes. The shoes featured “Berkshire Hathaway” branding prominently displayed along the side and stitched into the insoles, instantly turning them into collectibles for fans and runners alike.

The brand also continued its tradition of hosting the popular “Invest in Yourself” 5K fun run and walk on Sunday morning, immediately following the annual shareholder meeting. Some highlights of this year’s run included:

• Nearly 2,000 expected participants
• A new course route refreshing the experience for veterans of the event
• A festive atmosphere blending fitness, fandom, and Berkshire culture
• Special edition gear for runners taking part
• A community-centered vibe that has become a signature of the weekend

The race remains one of the most uniquely Berkshire elements of the annual gathering — combining business, lifestyle, and shared identity in a way few companies can match.

A Subtle but Meaningful Shift

While the lighter crowds at this year’s bazaar grabbed attention, the deeper story is the symbolic shift unfolding behind the scenes. The Berkshire Hathaway shareholder weekend has, for decades, been synonymous with Warren Buffett. His presence drew thousands to Omaha each year, transforming the city into a gathering place for investors, fans, and the curious.

Now, as Buffett steps back from his traditional role at the marquee Q&A session, the company is entering a new chapter. Greg Abel’s hands-on, on-the-floor approach reflects an intentional effort to humanize the transition and reassure shareholders that the company’s spirit remains intact.

It also signals what shareholders can expect going forward: a Berkshire that maintains its values, traditions, and personality while gradually being shaped by a new leader’s style.

What This Means for Berkshire’s Future

For the company itself, the slightly quieter event isn’t necessarily a cause for concern. Many longtime attendees view it as a natural reflection of a transitional year — one where curiosity, anticipation, and even nostalgia are running high alongside the festivities.

Some takeaways from this year’s gathering include:

• Greg Abel is stepping into his role with visible energy and approachability
• Beloved Berkshire traditions remain firmly in place
• Shareholder loyalty continues to be a defining strength of the company
• Subsidiaries are embracing the leadership transition with creativity
• The shareholder weekend is evolving, not disappearing

As Berkshire navigates the post-Buffett spotlight era, the brand’s emphasis on community, integrity, and long-term thinking remains its most powerful asset.

A New Chapter, Same Berkshire Spirit

The Berkshire Bazaar of Bargains 2026 may have looked a little different this year, but its heart remained unchanged. Shareholders shopped, mingled, and shared stories in the way they always have. Subsidiaries showcased the diversity of the Berkshire family with creativity and pride. And a new CEO walked through the crowds with the kind of warmth and engagement that has long defined the company’s culture.

It marked the beginning of a new chapter — one led by Greg Abel but still rooted in the traditions that made Berkshire Hathaway one of the most admired companies in the world. As the weekend continues with the annual meeting and Sunday’s 5K run, attendees and investors alike will be watching closely to see how this next era takes shape.