The holiday season is upon us and you know what that means? Marketing efforts are at an all-time high as we near the end of the calendar year. Every year beginning with Halloween, product-driven campaigns permeate radio, television, print, and more recently, social media. Consumers happily – depending on who you ask – spend money on family, friends, and coworkers in the spirit of the season. While this is an annual occurrence, each year brings about a new set of challenges for business owners and entrepreneurs. So, what surprises lay ahead for you this holiday season, and how can you overcome them?