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Like the rest of this year, the 2020 holiday shopping season will be like no other. The holiday shopping season has started earlier than ever, with deep discounts starting well before the usual Black Friday kickoff. Uncertainty and the impact of COVID-19 have driven consumers online, but research will be omnichannel as they look for value and inspiration. McKinsey & Company surveyed over 3,500-holiday shoppers in the United States, the United Kingdom, China, Germany, and France to help retailers understand this season’s shopping behavior during the pandemic.

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