To keep businesses alive during COVID-19, bars across New York City are being permitted to sell alcohol to-go, either bottled up or in plastic cups. With people feeling the effects of being cooped up at home, this once-illegal perk is feeding their desire for relief via small acts of rebellion.

From impulse-buys and spontaneous purchases that celebrate reaching a goal to practical gifts that are made to last, the reasons why people might buy gifts for themselves are varied. Canvas8 polled 1,000 Americans and spoke to six people to find out what prompts them to self-gift.

COVID-19 has accelerated a shift in boozing habits, with the closure of restaurants and pubs making at-home alcohol consumption the norm. But how are people replicating social drinking moments online, and how can alcohol brands participate in these occasions to earn long-term loyalty?

Heineken is giving new meaning to ‘craft beer’ with a holiday campaign focused on arts and crafts at home, with video tutorials on how to repurpose empty cans into decoration. With people likely to try to be thriftier this holiday season, brands have an opportunity to enable creativity.