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A coronavirus Christmas tale

During the “pandemic pause”, normal activity was at a standstill and the unpredictable twists and turns in the tale of COVID-19 have meant that planning ahead to campaigns such as Christmas has become more challenging. With teams physically distanced and considerable uncertainty in the future, it is now affecting how we think about our stores. Brands’ enthusiasm for a play-and-repeat of last Christmas is also coupled with hesitation around approach. This year has presented many economic, s