Berkshire Hathaway’s shopping extravaganza draws lighter crowds as spotlight shifts to Greg Abel

OMAHA, Nebraska — Inside the massive exhibit hall inside the CHI Health Center Omaha, the annual “Berkshire Bargain Market” is still packed with fan-favorite deals, and there’s a little more breathing room this year.

20,000 square meters of shopping event Berkshire Hathaway‘s annual meeting features the usual assortment of merchandise: Warren Buffett-themed gear from Brooks Sports and chocolate coins from See’s Candies, as well as products from dozens of subsidiaries. However, unlike previous years, the queues were shorter and the crowds were noticeably smaller.

The event comes at a time when Buffett, the 95-year-old chairman who has defined the meeting for decades, is no longer expected to lead the important Q&A session in the same way, and the spotlight has been handed over to Greg Abel, who takes over as CEO in early 2026.

Abel stopped by every booth in the hall, greeted employees and shook hands with shareholders. As they made their way through the hall, queues of shareholders formed.

Squishmallows, the Jazwares-owned plush toy phenomenon acquired by Berkshire through its 2022 acquisition of Alleghany Corporation, once again attracted crowds, including a new Abel-themed plush.

Jazwares president Jeremy Padawer told CNBC that Abel was “engaged, engaged and interested” and noted that he helped the CEO design his own Squishmallow. The company has also partnered with other Berkshire brands such as BNSF Railway, NetJets, GEICO and See’s Candies on special edition versions.

See’s Candies, one of Berkshire’s most iconic brands, was a nod to Abel’s Canadian roots and well-known love of sports, with themed chocolate treats on shelves and cardboard cutouts of Buffett and Abel playing hockey.

Brooks Running was also tapping into the Berkshire fandom, selling a special 2026 version of its running shoes with the “Berkshire Hathaway” logo on the sides and insoles.

About 2,000 shareholders are expected to participate in Brooks’ “Invest in Yourself” 5K fun run and walk on the Sunday morning following the annual meeting, and participants are expected to take part in a new course this year.

Correction: Jeremy Padawer is the president of Jazwares. His first name was misspelled in an earlier version.