One week into office and President Biden is prioritizing beating back COVID-19. As part of his program, he is asking all Americans to mask-up for 100 days—a request that seems perfectly reasonable for all of us sharing public space in the world of retail. But I worry that it’s not going to be that simple.

As we enter 2021, we are full of hope. Shots in the arm to protect us from the pandemic should also provide a shot in the arm for retail, empowering customers to return to stores and restaurants. I know that I am struggling with COVID fatigue and cannot wait to pull my mask off to shop and socialize. Still, I find myself grateful for what I have and what I have learned over the last 9-months.

Every January, I invite some close friends over to spend an afternoon sipping wine and crafting vision boards for the upcoming year. Last January, I poured the last of a bottle of Schooner and studied my finished board for 2020—pleased with the magazine clippings I had arranged in a specific Feng Shui, Bagua style, certain that my vision would bring love, happiness and success. Boy, was I in for a shock. I had no way of knowing that the Coronavirus was already in the United States, and as it turns out, what you don’t know WILL hurt you.

Just because we are in the middle of the worst pandemic in over a hundred years doesn’t mean you have to lose your mind or your style this winter.

Snuggle up to the fire with warm, shearling Uggs or Berks. Jump into a fringy, oversized sweater. Get cozy wraps that will keep you feeling good about yourself. And remember…

Consumers are taking ownership of brands, and their referral power is priceless—Mark Zuckerberg

Zlati Meyer of Fast Company says that a lovely Instagram shoutout could save a small business from shuttering this year. Meyer leads her November article by saying few things put more smiles on the faces of small-business owners than social media recommendations about their products or services, and that new research proves that those online shoutouts also put cash in their bank accounts.