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Wednesday at 10: Shopping shift this season of giving

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Shopping Shift

MADISON (WKOW) -- This week is typically the kickoff to the holiday shopping season, but a lot of people are already ahead of the game.

Shipping delays and shortages forced many shoppers to start early and think outside the box.

Even though we're still in the middle of a pandemic, spending could be big this year.

"Those of us who never lost our jobs and were able to isolate at home are better than ever in many respects," said Nancy Wong, UW-Madison Professor of Consumer Science. "The shortage reminds you of the fact that maybe instead of buying new things, you can reuse, or maybe be more innovative or creative to use what you have."

Wednesday at 10, we're digging deeper into how consumers have shifted their spending habits and are getting creative this holiday season.

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