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This week we see a renewed sense of crisis. Amid rising case counts, US consumers are keenly aware of how dire the situation is: Concern over the virus has returned to a peak, outlook for the future is deteriorating, and many have concluded that ‘normalcy’ is out of reach in 2020. This sharp contrast to the sense of hope around reopening seen in June has left consumers with a sense of whiplash and craving stability. Brands can play a key role to be dependable constants in consumers’ lives and encourage compliance with safety measures. New this week, we explore how the pandemic has spurred many to adopt a more frugal mindset and how ‘impulse buying’ has been impacted as online shopping grows.