Most businesses agree that the 2021 Holiday season is a ‘make or break’ year (not surprising when nearly half had declining profits in 2020). Concerns about inflation are strong, second only to concerns about future health condition changes impacting marketing efforts.

Many businesses are using the COVID pause to reset their relationship with Black Friday, which may be on the decline. One-in-three consumers will start holiday shopping this summer, and many are already planning.

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