Growing economic uncertainty, a lasting shift to digital-first consumerism and rising environmental concerns are all sure to throw a wrench in the works for marketers preparing for a busy holiday season.

“This holiday season, niche newsletters will hold greater influence in the fashion sphere than the always-popular, mainstream gift lists,” for instance, says IPG Media Lab’s Freitas. “Newsletters are the new homepage, and in the fashion world, increasingly the arbiters of taste, allowing creators to build community around specific interests and passions.” Here, brands have a valuable opportunity to team with creators to offer special promotions for subscribers.

A similar trend is the rise in what Freitas calls “crowdsourced inspiration.” Community-focused platforms like Discord and Reddit are drawing in more users based on specific interests and hobbies, creating fruitful grounds for commercial inspiration.

Read more on The Drum.