With online shopping set to reign supreme for Christmas 2020, Marks & Spencer is switching up its festive campaign, swapping the traditional TV advert for a digitally focused one. The shift speaks to a desire from consumers to see more tactful approaches to holiday advertising in the pandemic.

Christmas shopping has started early in the UK as people look to get the ball rolling on what is likely to be the most disrupted of celebrations in recent memory. With people unsure whether they can see their family or afford their usual splurge, Christmas is already high on the agenda.

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.

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?