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Grant Alexander Wilson

Children get excited by the artificial snow spewing from the "World's Tallest live-cut Christmas Tree," standing 115 feet and decorated with some 18,000 multi-colored LED lights, at the Citadel Outlets shopping plaza in Los Angeles, California on December 17, 2019. (Photo by Frederic J. BROWN / AFP) (Photo by FREDERIC J. BROWN/AFP via Getty Images) (Frederic J. Brown/AFP via Getty Images)

“The Prime Effect” means retailers must innovate during the holidays and beyond

Grant Alexander Wilson