‘Tis the Unseason. Shopping Change Is the New Normal

How brands should respond to the long holiday season in this very long year

The series of Target's 2020 holiday ads encourages togetherness as well as flash sales. Target

Retailers are facing probably the longest holiday season of all time. Some gift-buyers started in mid-October chiefly due to the pandemic significantly delaying Amazon Prime Day—and the shopping will continue for two more months. No one waits for Black Friday anymore.

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Amy Vale is CMO of Dosh.