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

OMAHA, Nebraska — At the cavernous exhibit hall inside CHI Health Center Omaha, the annual “Berkshire Bazaar of Bargains” is still stocked with fan-favorite deals, just with a bit more breathing room this year.

The 20,000-square-foot shopping event tied to Berkshire Hathaway‘s annual meeting features its usual lineup: Warren Buffett-themed gear from Brooks Sports and chocolate coins from See’s Candies, alongside merchandise from dozens of subsidiaries. But unlike past years, lines were shorter and the crowds noticeably thinner.

The event came as Buffett, the 95-year-old chairman who has defined the gathering for decades, is no longer expected to headline the marquee Q&A session in the same way, ceding the spotlight to Greg Abel, who took over as CEO at the beginning of 2026.

Abel made a point of stopping by every booth in the hall, greeting employees and shaking hands with shareholders. Lines of shareholders formed as he made his way through the hall.

Squishmallows — the plush toy phenomenon owned by Jazwares that Berkshire gained through its 2022 acquisition of Alleghany Corporation — once again pulled in crowds, including for a new Abel-themed plush.

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

See’s Candies — one of Berkshire’s most iconic brands — leaned into the moment with shelves of themed chocolate treats and cardboard cutouts of Buffett and Abel playing hockey, a nod to Abel’s Canadian roots and well-known love of the sport.

Brooks Running was also leaning into the Berkshire fandom, selling a 2026 special edition of its running shoes featuring “Berkshire Hathaway” branding along the side and on the insoles.

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

Correction: Jeremy Padawer is the president of Jazwares. An earlier version misstated his first name.