People in the UK, US and Japan may be carving pumpkins, buying fake blood, and trick-or-treating when October 31st comes around, but Germans aren’t as interested in Halloween. In fact, many older people in the country see the occasion as a threat to national culture.

No longer filled with an orange and some candy, Christmas stockings have become an appetiser to the main unwrapping event, boasting premium items like designer socks, gift cards and collectibles. With greater importance now placed on these smaller gifts, how can brands maximise their impact?

Amazon has announced it will be making further inroads into the seasonal market by stocking Christmas trees. For many, this may be a welcome convenience – especially those living in urban areas – but for others, the unsentimental nature of one-click tree delivery means they'll pass.

With more than 90% of US mums using Instagram at least once a week, parents are certainly active on Insta. But what emotional impact is it having? We reached out to four experts to understand how scrolling through squares and Stories can be a positive (and negative) experience for new mums.