Most Britons are in favour of mask-wearing – but only in certain scenarios. With COVID-19 rates increasing, making people feel safe will be key in the festive run-up, and understanding people's relationships with masks can help hospitality and retail businesses offer a relaxing experience.

Despite international travel returning, many families in the UK are still opting to take holidays at domestic destinations. COVID-19-induced anxiety is leaving people feeling safer at home, which may benefit the British economy and give a boost to local travel businesses.

The end of lockdown restrictions in the UK meant that people would no longer be obliged to wear face masks in public – but many have continued to do so. Canvas8 spoke to eight Britons to understand how they view mask-wearing in the context of individual rights versus collective responsibility.

The pandemic has forced people to reassess every aspect of their lives – including how they celebrate holidays. With the potential of further job losses and lockdowns, how can brands help Britons get in the festive spirit? From digital dinners to festive unboxing, the devil will be in the details.