We’re rapidly approaching the 2020 winter holidays, and everything is still as uncertain as it ever was – particularly in retail. While there is always a certain amount of guesswork involved for retailers approaching the bumper holiday season (how will consumers spend? Will my marketing strategy pay off?), this year it has been amplified tenfold.

Traditional festive gatherings and shopping centre crushes are effectively off the table thanks to the ongoing coronavirus pandemic, but many consumers in North America, the UK and western Europe will still want to celebrate – and Black Friday and Cyber Monday (also referred to as Cyber Weekend to encompass the intervening Saturday and Sunday) will still be going ahead.

What does this mean for retailers, some of whom have been in “holiday mode” since March, while others have seen demand for their products fall through the floor? Will we see an increased surge in demand or conservative spending due to the ongoing global uncertainty?

While none of us has a crystal ball, many experts working in the ecommerce and marketing spaces have shrewd ideas about what might happen and how retailers can make the best of this time of year. We spoke to four of them: Chloé Pascal, Field Marketing Team Lead at commerce experience platform Nosto; Rich Brown, Customer Acquisition Director at Buyagift and Red Letter Days; Sophie Moule, Head of Marketing at search intelligence platform Pi Datametrics; and Parry Malm, CEO at AI copywriting company Phrasee.

Here’s what they had to say.

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