2 The 2020 holiday season tested brands in untold ways as they pivoted to serve customers’ fluctuating needs. And as marketers anticipate holiday 2021 and beyond, they are once again ready to adapt to current conditions and fulfill pent-up demand. While it’s vital to drive sales during the remainder of the fourth quarter, a more pressing concern is the future, as brands look toward 2022 and the continually evolving landscape. The pandemic accelerated a shift to a more digital world and created changes in consumer shopping behavior that will undoubtedly have a lasting effect. “Although many retailers have already planned their holiday content, creative strategy and promotional offers, we know they are equipped to respond nimbly to changing conditions and also use the holiday

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