It may be Halloween at the grocery store and election season in in-boxes, but there’s no denying what season it is online: It’s Christmas.

On Instagram, Pinterest, Twitter and TikTok, the need to celebrate something has morphed into an extended Christmas season, according to The New York Times. And it’s not just 15-year-olds making Santa cookies and cranking up the Andy Willams on TikTok. Consumers’ collective decision to just go ahead and get to Christmas and be done with 2020 can be good news for retailers too — if they get in the game now with a plan.

Read more at the Society of American Florists (Amanda Long)