December 12, 2025 • 9 mins
It’s almost Christmas and this week’s Five Things cuts straight through the noise.
Alex and Simon break down what really happened this Black Friday, why the numbers matter less than the format shift, and what live shopping and brand activations tell us about where retail is heading next.
From muted UK retail sales and changing Black Friday behaviour, to why Ralph Lauren’s activations are quietly best-in-class, this episode focuses on what retailers should actually be paying attention to right now — not the headlines.
We also touch on:
The rise of live, shoppable events and social commerce
Why “Black Friday Month” is now the reality
What brands are doing instead of discounting
How tech companies are preparing for NRF 2026
Why activation, not promotion, is the differentiator heading into the new year
This is a grounded, honest conversation for retailers, brands, and tech leaders navigating a tough market without losing relevance.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hello. It's Friday.
It's almost Christmas. Welcome to five things
Merry Christmas. Can I say that now it's
December, right? It's.
(00:20):
December, we're allowed to say Merry Christmas.
It's the first person I've actually said Merry Christmas
to. Makes me quite happy.
That's the the the joys of living by your I mean, we're
with a family, but working for yourself in a in a in an office
all day. Listen, we're going to get
straight to it. I'm Alex.
I help retailers maintain their relevance.
(00:41):
Simone, what do you do? I'm Simone, the Co founder and
CEO of Need it for Tonight. All stone has nift always say
the easiest way to describe us is kind of like delivery but for
quality fashion. So providing rapid and localised
delivery to lots of different returners.
(01:01):
That's fantastic. Simone, what's on your radar
this week? Right, so two things on my mind
this week. We're both tied to Kim
Kardashian. Don't judge me and hear me out.
1st is well first it was the Skims and North Face club.
(01:22):
Obviously she's the founder of Skims and I think I've mentioned
it before about Skims, the Skimsand Nike drop very incredible
smart and strategic move. It works for both brands.
For Skims, it brings in a whole new customer, maybe who isn't
like the Shape while long to ourone, but would prefer to live in
(01:42):
a big puffer jacket and more face like Nike.
It gives them cultural relevanceand a bit of a fashion edge,
something that taps into Gen Z'sand that millennial hype.
So I thought it was really clever.
Then on the total other end of the retail spectrum, as you can
see here, I wanted to talk aboutChristmas live.
(02:06):
So this is live shopping basically, right?
She's. Gone all in on live shopping,
launching this like Christmas show with Kris Jenner.
I think it's Kathy Hilton there.I think Snoop Dogg was one of
them, of all people. What I think makes it work is
that she's treating it like fullon entertainment.
(02:29):
It's part shopping, part varietyshow, super engaging and as well
it's all tied into an instant check out, which I think is the
really, really smart part because the format will
essentially collapse the entire sales funnel.
And what used to take weeks, if you're thinking about awareness
and interest and considering purchasing to then conversion,
(02:53):
all of that had now happens in 45 minutes.
I think it's this new direct to conversion and I think what she
just really well is she's reallyshowing the power of combining
celebrity, community and convenience all in this one
seamless movement. And I think a lot of other
(03:13):
retailers will end up adapting to this kind of live shopping,
seamless, maybe celeb front facing kind of scheme as well.
I thought really smart. So as much as she does get
stick, and she really does, I even cringe bringing her off
and. I but it's fantastic.
(03:35):
It makes so much sense. I mean, Zara did this last year
with Julia Roberts and I can't remember the the girl that was
with her and it was a live shoppable video.
But social commerce or like, youknow, live shopping in Asia is
so big. And I think the fact that
they've done this sort of like retail event where you can shop
(03:56):
the event is it's where the future is going.
And she's just quite clever. So as much as much as we don't
endorse her or her ways, it's great.
She's got great business acumen or someone behind with helping
her think about things in this way.
So quickly for me, obviously Black Friday numbers were,
(04:18):
according to KPMG, BRC, they were 1.4% year on year, so very
muted. Although we did say it's Black a
month in the sense that it's no longer about the Friday, it's
about the offers that happened during the month of Black
Friday, which whether or not I remember Matt saying, well, the
reason why that's a great idea or that's positive is because
(04:39):
there's so much pressure on thatone day, one week.
But it becomes a juggling act, you know, do we early, do we
not? So year on year, 1.5% growth,
which is muted. And Barclays, their consumer
card report actually said year on year in November, retail
(05:00):
sales has fallen and it was -1.1%, which was the weakest
since 2021. And you and I, we normally stay
away from the negativity, but I don't want to be tone deaf.
So we know it's hard out there for our retailers.
We know it's hard out there for consumers.
And maybe that's where Kim Kardashian can bring a bit of
light relief as we as we look onto 2020 20/26/20. 26 That's
(05:27):
something I was going into. Long movie, another fantastic
story that I I mean, I love thiswith Ralph Lauren.
Yeah, it's been all over my Instagram this week from quite
varied people by a little Christmas festive experience in
Sun Sun Square. It's immersive, it's festive and
(05:47):
it's it's pretty in your face actually when you're walking
past. But in the best way.
I think it's one of those thingsthat's really hard not to stop
by and get pulled in, especiallyif you're a parent with a kid
and you see all of this Christmas, hot mommy, mommy,
daddy, daddy, I want to go in there.
You're going to get pulled in. Very smart, but it's yeah,
(06:08):
you've got Ralph, Ralph's coffee.
Then there's this cute little festive Hut that you can see
which is giving a bit of a luxury ski vibe.
Beyond just the visuals as well,they've built in actual
activities like obviously meet and greet, Father Christmas
wreath making, workshops, cookiedecorating.
(06:31):
And then of course they've included a festive there's a ski
shop there, festive shop full ofgifts and Ralph Lauren classics.
I I really liked it, part pop up, part legacy brand.
And I think for me, I, you know,there's all this pipe about
(06:54):
Black Friday and football and getting in the football with
return. And, you know, Ralph Lauren have
just kind of reminded us that it's not always about that.
Sometimes it's just about an experience, emotional
connection. Yeah, I thought they've done
really well and they imagine that they've got in a real range
of people as well, from touriststo locals to children.
(07:18):
Yeah, you can't really not stop by if you walk past.
I think Ralph Lauren are doing aphenomenal job of their
activations considering they're not a brand that I hadn't I had
much confidence in. I think they really have over
the last year and they've alwayshad really cool activations.
But their coffee shop in their flagship store on Bond Street,
(07:39):
that which is, you know, I went there and it was really nice.
And I, I think, yeah, they're, they're just doing the right
things. And even when I was looking at
their website, their Roblox sortof world that they've created,
which is again, Christmassy, youcan go in there.
So there's like as you said, while others are trying to
figure out how to maybe do promotion, they're thinking
(08:01):
about activation just from looking at this.
Moving on, two really quick points.
This week I did something with the Department of Business and
Trade in the UK and you can watch the recording of it.
So it's for any tech companies that sell to retailers.
It was myself and my fabulous Cohost that are not as fabulous as
you, Simone, but as fabulous forthat.
(08:23):
So we had a Hugo Boss, the head of innovation, Christian at Hugo
Boss and Sophia who's the CEO ofFuture Fashion Assembly.
And it was a really interesting 45 minutes.
And then we were talking about NRF as well, how people are
getting ready. So these, you know, young
companies are getting ready for NRF in January.
(08:43):
Mr. Ryan Gosling's going to be there.
So I will go and try and get Ryan Reynolds.
Sorry, Ryan Reynolds. I said Ryan Gosling was he.
Which one was your crush, Reynolds or Gosling?
Both all. Right.
So anyway, and Gary Vaynerchuk, so this year's NRF, I'm
privileged to be an NRF voice. So we're going to be doing a lot
(09:06):
of different activations, but it's only in 30 odd days.
So it's quite exciting. And with that bombshell, we
bring it to a close next week. We've got our review of the year
with Matt so, but I'm not going to get to see you until the new
year. You see, you're quite old
(09:28):
because you did that. Not whatever that one is, right?
I don't even know what that one is so.
Yeah, apparently the Gen. Anyway, I'm going to do it.
Have a lovely rest of your day. Thank you.
Likewise. Thanks, Alex.
Hello. It's Friday.
It's almost Christmas. Welcome to five things
Merry Christmas. Can I say that now it's
December, right? It's.
(00:20):
December, we're allowed to say Merry Christmas.
It's the first person I've actually said Merry Christmas
to. Makes me quite happy.
That's the the the joys of living by your I mean, we're
with a family, but working for yourself in a in a in an office
all day. Listen, we're going to get
straight to it. I'm Alex.
I help retailers maintain their relevance.
(00:41):
Simone, what do you do? I'm Simone, the Co founder and
CEO of Need it for Tonight. All stone has nift always say
the easiest way to describe us is kind of like delivery but for
quality fashion. So providing rapid and localised
delivery to lots of different returners.
(01:01):
That's fantastic. Simone, what's on your radar
this week? Right, so two things on my mind
this week. We're both tied to Kim
Kardashian. Don't judge me and hear me out.
1st is well first it was the Skims and North Face club.
(01:22):
Obviously she's the founder of Skims and I think I've mentioned
it before about Skims, the Skimsand Nike drop very incredible
smart and strategic move. It works for both brands.
For Skims, it brings in a whole new customer, maybe who isn't
like the Shape while long to ourone, but would prefer to live in
(01:42):
a big puffer jacket and more face like Nike.
It gives them cultural relevanceand a bit of a fashion edge,
something that taps into Gen Z'sand that millennial hype.
So I thought it was really clever.
Then on the total other end of the retail spectrum, as you can
see here, I wanted to talk aboutChristmas live.
(02:06):
So this is live shopping basically, right?
She's. Gone all in on live shopping,
launching this like Christmas show with Kris Jenner.
I think it's Kathy Hilton there.I think Snoop Dogg was one of
them, of all people. What I think makes it work is
that she's treating it like fullon entertainment.
(02:29):
It's part shopping, part varietyshow, super engaging and as well
it's all tied into an instant check out, which I think is the
really, really smart part because the format will
essentially collapse the entire sales funnel.
And what used to take weeks, if you're thinking about awareness
and interest and considering purchasing to then conversion,
(02:53):
all of that had now happens in 45 minutes.
I think it's this new direct to conversion and I think what she
just really well is she's reallyshowing the power of combining
celebrity, community and convenience all in this one
seamless movement. And I think a lot of other
(03:13):
retailers will end up adapting to this kind of live shopping,
seamless, maybe celeb front facing kind of scheme as well.
I thought really smart. So as much as she does get
stick, and she really does, I even cringe bringing her off
and. I but it's fantastic.
(03:35):
It makes so much sense. I mean, Zara did this last year
with Julia Roberts and I can't remember the the girl that was
with her and it was a live shoppable video.
But social commerce or like, youknow, live shopping in Asia is
so big. And I think the fact that
they've done this sort of like retail event where you can shop
(03:56):
the event is it's where the future is going.
And she's just quite clever. So as much as much as we don't
endorse her or her ways, it's great.
She's got great business acumen or someone behind with helping
her think about things in this way.
So quickly for me, obviously Black Friday numbers were,
(04:18):
according to KPMG, BRC, they were 1.4% year on year, so very
muted. Although we did say it's Black a
month in the sense that it's no longer about the Friday, it's
about the offers that happened during the month of Black
Friday, which whether or not I remember Matt saying, well, the
reason why that's a great idea or that's positive is because
(04:39):
there's so much pressure on thatone day, one week.
But it becomes a juggling act, you know, do we early, do we
not? So year on year, 1.5% growth,
which is muted. And Barclays, their consumer
card report actually said year on year in November, retail
(05:00):
sales has fallen and it was -1.1%, which was the weakest
since 2021. And you and I, we normally stay
away from the negativity, but I don't want to be tone deaf.
So we know it's hard out there for our retailers.
We know it's hard out there for consumers.
And maybe that's where Kim Kardashian can bring a bit of
light relief as we as we look onto 2020 20/26/20. 26 That's
(05:27):
something I was going into. Long movie, another fantastic
story that I I mean, I love thiswith Ralph Lauren.
Yeah, it's been all over my Instagram this week from quite
varied people by a little Christmas festive experience in
Sun Sun Square. It's immersive, it's festive and
(05:47):
it's it's pretty in your face actually when you're walking
past. But in the best way.
I think it's one of those thingsthat's really hard not to stop
by and get pulled in, especiallyif you're a parent with a kid
and you see all of this Christmas, hot mommy, mommy,
daddy, daddy, I want to go in there.
You're going to get pulled in. Very smart, but it's yeah,
(06:08):
you've got Ralph, Ralph's coffee.
Then there's this cute little festive Hut that you can see
which is giving a bit of a luxury ski vibe.
Beyond just the visuals as well,they've built in actual
activities like obviously meet and greet, Father Christmas
wreath making, workshops, cookiedecorating.
(06:31):
And then of course they've included a festive there's a ski
shop there, festive shop full ofgifts and Ralph Lauren classics.
I I really liked it, part pop up, part legacy brand.
And I think for me, I, you know,there's all this pipe about
(06:54):
Black Friday and football and getting in the football with
return. And, you know, Ralph Lauren have
just kind of reminded us that it's not always about that.
Sometimes it's just about an experience, emotional
connection. Yeah, I thought they've done
really well and they imagine that they've got in a real range
of people as well, from touriststo locals to children.
(07:18):
Yeah, you can't really not stop by if you walk past.
I think Ralph Lauren are doing aphenomenal job of their
activations considering they're not a brand that I hadn't I had
much confidence in. I think they really have over
the last year and they've alwayshad really cool activations.
But their coffee shop in their flagship store on Bond Street,
(07:39):
that which is, you know, I went there and it was really nice.
And I, I think, yeah, they're, they're just doing the right
things. And even when I was looking at
their website, their Roblox sortof world that they've created,
which is again, Christmassy, youcan go in there.
So there's like as you said, while others are trying to
figure out how to maybe do promotion, they're thinking
(08:01):
about activation just from looking at this.
Moving on, two really quick points.
This week I did something with the Department of Business and
Trade in the UK and you can watch the recording of it.
So it's for any tech companies that sell to retailers.
It was myself and my fabulous Cohost that are not as fabulous as
you, Simone, but as fabulous forthat.
(08:23):
So we had a Hugo Boss, the head of innovation, Christian at Hugo
Boss and Sophia who's the CEO ofFuture Fashion Assembly.
And it was a really interesting 45 minutes.
And then we were talking about NRF as well, how people are
getting ready. So these, you know, young
companies are getting ready for NRF in January.
(08:43):
Mr. Ryan Gosling's going to be there.
So I will go and try and get Ryan Reynolds.
Sorry, Ryan Reynolds. I said Ryan Gosling was he.
Which one was your crush, Reynolds or Gosling?
Both all. Right.
So anyway, and Gary Vaynerchuk, so this year's NRF, I'm
privileged to be an NRF voice. So we're going to be doing a lot
(09:06):
of different activations, but it's only in 30 odd days.
So it's quite exciting. And with that bombshell, we
bring it to a close next week. We've got our review of the year
with Matt so, but I'm not going to get to see you until the new
year. You see, you're quite old
(09:28):
because you did that. Not whatever that one is, right?
I don't even know what that one is so.
Yeah, apparently the Gen. Anyway, I'm going to do it.
Have a lovely rest of your day. Thank you.
Likewise. Thanks, Alex.
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