What brands can expect for Christmas 2020

Sam Peña-Taylor

Offers an overview of the Christmas season in the United Kingdom and what brands should expect consumers to spend in 2020, given the impact of COVID-19 and the recession.

Christmas has never felt further away for many people. As recent events show, nothing is predictable in the strange twilight zone between lockdown and normality that most of the world is living in.

In the UK, there’s an understandable concern over whether we might be in lockdown at Christmas or not and that’s exacerbated by worries over what the one proper holiday that most people have is going to look like. While we’re neither qualified enough or disposed to making projections about whether we will be in a ‘New Normal’ in which COVID is managed or in a recurring nightmare...

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