Day: November 6, 2020

There’s No Such Thing as Business as Usual This Holiday Season


5 min read

Opinions expressed by Entrepreneur contributors are their own.


We know the is shrinking, unemployment is up and the future of will remain digital during this seemingly endless pandemic. On top of that, we’ve just started the holiday season, which accounts for 40 percent of brands’ annual revenue.

As a expert, with experience working at L’Oréal and , and as a founder of a boutique agency, I know that consumer product brands have been planning their holiday strategy for months — photographing new value sets, fine-tuning promotions, honing hero product assortments and re-negotiating revenue targets. For them, the holiday season starts now and gradually ramps up to Cyber Week. By the time comes around, brand marketers are already planning for their spring launches.

But this holiday season won’t be as usual.

Let’s assume that

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