Thanksgiving weekend traditionally involves gathering with family members from far and wide to socialize and feast. However, in 2020, with financial worries rife, people are downsizing their turkeys in preparation for a socially distanced and pared-back celebration.

Bored, anxious, and unable to leave home, Americans living under COVID-19 lockdown orders are eager for ways to pass the time. But what are the underlying behavioral drivers behind their surging interest in baking and cleaning? And how can brands support people adapting to 24/7 domestic life?

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?

It may be an obvious marketing ploy or it may be the company's most successful product launch yet. Getting in on the craze for pumpkin spice season, Bud Light is releasing a pumpkin spice seltzer for fall-lovers everywhere.