Digital trend: Polly Horton on how virtual fairs help independent brands survive online.

Christmas shopping in 2020 is poles apart from what it was last year. There’ll be no traipsing round the high street at ease or trawling Christmas fairs with jolly friends. Instead, the savvy shopper is browsing Covid-safe virtual gift fairs for exclusive discounts and extensive choice.

Is this new digital version of a live event the future of shopping or just for the here and now? We asked Polly Horton, who knows all there is to know about virtual gift fairs and online consumer patterns. Polly is founder of the Online Christmas Fair and runs Three Boys Rock, a site selling original children’s gifts and gadgets.