The anticipation and preparation for the holiday season is well underway for many. Starbucks released their famous PSL in August. Harrods in the UK has opened their Christmas Shop earlier than ever before. And creators are abuzz with fall content.

This holiday season is already bubbling under the surface, fueled by a series of global and local events that promise to reshape consumer behavior and spending habits.

The 2024 holiday season won't just be about the usual rush of gift buying and festive preparations. It's going to be about navigating a complex web of consumer expectations and market dynamics.

Ultimately, the thing that makes this year most different from previous years is the unique combination of the macro environment, an election season, and AI really becoming mainstream for both brands and consumers.

Here's where we're setting our sights.