The novel coronavirus that began sweeping the globe in early 2020 has made it difficult – and sometimes impossible – to engage in time-honored holiday traditions with loved ones. With no return to normal in sight, how will Americans adapt their celebratory habits for the short- and long-term?

Overindulgence is usually to be expected at Christmas. But in 2020, with health concerns rife and large-scale celebrations out of the picture, Britons are re-evaluating their holiday habits. According to Tesco, 2020 will be the driest festive season yet, with people embracing low- or no-alcohol drinks.

The pandemic has forced people to reassess every aspect of their lives – including how they celebrate holidays. With the potential of further job losses and lockdowns, how can brands help Britons get in the festive spirit? From digital dinners to festive unboxing, the devil will be in the details.

As COVID-19 continues to disrupt daily life, traditional depictions of Christmas jubilation may hit the wrong note. Amazon’s 'The show must go on' ad taps into consumers’ desire for a more frank approach to 2020's festive season, showcasing the power of community even in a pandemic.