The first featured a pilgrimage to the resting place of Buddy Holly whose untimely death was later declared in American Pie as the day the music died.

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"Online's piece of the holiday pie is growing every day, and all the key dates are growing with it, " Forrester Research analyst Sucharita Mulpuru told Associated Press news agency.

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Ms. Reid and her dozen assistants also recently experimented with several Christmas beers, brewing a peppermint stout as well as gingerbread, raisin and apple-pie ales that might one day make their way to store shelves.

WSJ: Creating: Rebecca Reid, Brewmaster at Anheuser-Busch