PPB February 2021

from enjoying their active social lives and celebrating all of life’s moments once again. In the final months of World War I, a novel virus infected hundreds of millions of people across the world. This novel virus, the 1918 influenza, would ultimately kill more than 50 million people. At the time, people must have thought that life would never return to normal—because why would anyone ever again risk contracting and spreading a deadly disease just to attend a graduation, a birthday dinner or a party? Instead of prolonged isolation and physical distancing, the devastation from both World War I and the 1918 flu pandemic paved the way for the Roaring Twenties. There was a manic flight into sociability—think Great Gatsby- level soirees — that led to dramatic social and political change. After great human suffering, the Roaring Twenties birthed the “new woman,” the Harlem Renaissance, prohibition and the jazz age. Humanity’s determination to socialize was not deterred by a virus that killed more people, at the time, than humanity’s deadliest war. No matter what, people will not stop seeking out one another’s company, and pandemics are not the only tragedies that test our determination to congregate at all costs. According to The Atlantic , when suicide bombers regularly attacked cities such as Baghdad and Tel Aviv in the 2000s, people insisted on going about their daily lives. In France, when terrorist attacks had increased and armed soldiers began regularly patrolling the streets of Paris, the number of patrons in cafés and clubs did not dwindle. In countries such as Brazil, Guatemala and Mexico, which are plagued by high rates of shootings and kidnappings, you can still find a vibrant nightlife. This pandemic will change many things, but not our desire to celebrate life with friends and family. According to a Morning Consult poll, most Americans still celebrated a major holiday last year with a slimmajority (53 percent) saying their family’s usual holiday get-togethers went as planned, while 47 percent reportedly scrapped their plans altogether. While some may have attended a holiday party last year, most people (71 percent) spent less on holiday celebrations with friends and 67 percent spent less than usual on celebrations with family. When it came to gifts, consumers were also more likely (49 percent) to spend the same amount on gifts as they did in 2019, but nearly 39 percent planned to cut back. When people did take part in the act of giving, they gave practical gifts such as fun and entertaining products that could be used at home or in the office. The most popular gift last holiday season was likely gift cards with nearly half (48 percent) of adults planning to buy or give gift cards. Financial concerns during 2020 can been seen in the lack of demand for premium and luxury products: 73 percent of Americans anticipate buying fewer or no high-end goods this year. However, according to The NPD Group, consumers looked to splurge on their own needs, selecting bigger ticket items that support the current homebound, virtual lifestyles such as air fryers, robotic vacuums and large monitors. “Splurges on both ‘guilt-gifting’ and self-gifting will be significant components of the consumer’s retail therapy during holiday 2020,” predicted Marshal Cohen, NPD’s chief industry advisor for retail. “While the emphasis will continue to be on items that are useful to the consumer’s new way of life, the holidays are likely to prompt upgrades to up the ante on many of those | FEBRUARY 2021 | 37 GROW