The pandemic isn’t the only thing keeping Americans apart this festive season, with the election causing tension and division among family members. Feeling the pandemic pinch, they’re hoping brands will think of the hardships that have affected everyone in 2020 and consider offering more deals.

Forced to shut because of the COVID-19 pandemic, many restaurants are struggling to pay their staff and the rent. To make ends meet, some are selling themed merch, and devoted customers are more than happy to buy in, not just to save them but also to feel like a part of a community.

As small businesses face big challenges during the pandemic, locals are showing extra support in an effort to keep them afloat. To facilitate this, Shopify has launched an app to promote local businesses, in an attempt to help them compete with larger brands.

With the November 2020 election looming, the Joe Biden Victory Fund has launched a merch collection in collaboration with several high-profile designers. Politically engaged younger voters are getting in on the hype and wearing their Biden/Harris fandom on their sleeves.