The demise of Toys ‘R’ Us earlier this year means there’s about $2 billion in toy sales on the table this holiday season for other retailers to snatch up.

Always ones to maximize opportunities, the remaining toy destinations, like Walmart, Target, and Amazon, are working overtime to fill that void in the market. Even grocery players like Kroger are getting into the game! For all of them, scooping up more of your toy purchases this November and December is anything BUT playtime.

First, some perspective.

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The acronyms have evolved, and you should too.

Unless you’ve been living under a rock, you know how drastically our buying habits have changed. We all shop like consumers now, so the lines between consumer and business buying have blurred considerably. Still, the old acronyms were useful in helping us categorize communications…except that they never did much to help us understand the people in the second part of the equation.