With Halloween officially over in a couple of days, retailers will be ready to focus on their most important two months of the year. If it seems like the holiday season is creeping up faster and faster, that’s because it is. For the first time, stores like Macy’s, Kohl’s and JCP (and likely many others to follow) are foregoing the traditional midnight start time, announcing plans to open store doors–and offer Black Friday deals–beginning just after dinner at 8pm. Another indicator of potential record-setting holiday spending is seasonal hires, and Amazon, Target, and Walmart are all expected to hire full-time temporary workforces in the tens of thousands this year. A mass retail holiday boom doesn’t necessarily translate to the luxury sector, however. In our newest video interview, L2 Founder Scott Galloway talks about how prestige brands can take advantage of shoppers’ increased willingness to spend this holiday season, focusing in particular on how brands that rely much more on in-store shopping than e-commerce can use digital to drive foot traffic.