Thanks to growing environmental awareness and the rise of resale, giving and receiving second-hand gifts is becoming the new normal. While Americans used to expect the latest gadgets or fashions for Christmas, most are now comfortable receiving a second-hand item – especially if it’s one-of-a-kind.

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?

The pandemic isn’t the only thing keeping Americans apart this festive season, with the election causing tension and division among family members. Feeling the pandemic pinch, they’re hoping brands will think of the hardships that have affected everyone in 2020 and consider offering more deals.

A 2018 study has found that what people gift depends on how close they are to the receiver. But whether they’re gifting a thoughtful item or a fun experience, many feel anxious about getting it wrong – which is why some brands are helping people minimize the risk of a bad gift.