Another turbulent year is about to come to an end. Before we embark on 2024 will advertisers, retailers, e-commerce and agencies excel in performance during the fourth quarter. There is no shortage of challenges as the financial conditions have resulted in new customer preferences. At first glance the outlook for this year’s peak shopping season seems gloomy, but there is also another perspective to the situation. Businesses and brands which have the capacity, and will, to accelerate their adaptation to a new context will be rewarded. The perception of value from consumers has shifted and the messages from advertisers must follow. Competition over customer spendings will most likely increase during the last three months. Those who manage to understand, and adapt to, customers’ new definition of value have great potential to be relevant.