The cost of living crisis is putting more pressure on Britons' budgets ahead of the festive season. Very’s October Christmas spot reflects the behaviour of many people who are getting their shopping done early to manage expenses, but it also keeps a focus on the period's merry moments.

The Co-op has announced that it will ditch its annual Christmas advert, redirecting the money it would have spent to a membership-based food scheme and community hub called Your Local Pantry. The decision represents an awareness of the pressures shoppers face due to the cost of living crisis.

As the festive season approaches, shoppers are focusing on ‘quiet luxury’ and investing their money more wisely – paying close attention to cost, craftsmanship, and quality over logos and labels. How can brands ensure their loyal consumers don’t jump ship in search of lower price points?

After years of social and economic turbulence, younger Americans are reconsidering what parts of the Thanksgiving holiday they find important and what it means in a new social milieu. What can brands do to align themselves with consumers seeking less traditional messaging around the festivities?