The holiday season is in full swing, and the retail world is ready for the chaos as brands pull out all the stops to drive end-of-year sales. In November, Black Friday went down a storm, with UK shoppers estimated to have spent over £1.2 billion online, a 7.2% increase compared to 2023. Retailers have also been putting real effort into magical in-store experiences, with in-store traffic estimated to recover to 81% of pre-pandemic levels by the end of 2024. Here's what brands have been up to this festive season.
A truly magical customer experience
Retailers have been leaning into immersive shopping experiences to convert new customers into loyal ones. Lush launched a pop-up shop in St Pancras station to celebrate its collaboration with Wicked, complete with Glinda- and Elphaba-themed bath and shower goodies and a Wicked-themed Christmas tree on display. E.L.F Cosmetics launched its first immersive eCommerce experience for loyalty members in the UK and US, letting members explore a 3D platform to shop new products and unlock exclusive deals ahead of the holidays.
Bringing joy back into stores
The high street is thriving. Garmin opened its first UK store, giving customers a chance to try its smartwatches and GPS tech in person for the first time. Juicy Couture is also returning to the UK market with a new London store, tapping into growing Gen Z interest in 90s- and 00s-inspired fashion. New and returning brick-and-mortar openings are giving brands fresh opportunities to get to know their customers and tailor in-store interactions.
Seasonal savings on the rise
The cost-of-living crisis continues to shape spending habits, and pre-loved gifting is on the rise, Retail Economics forecasts 10.2% of Christmas gifts will be secondhand this year, and 84% of shoppers say they're likely to spend some of their Christmas budget on pre-loved products. Amazon has started selling pre-owned designer items through a partnership with Hardly Ever Worn, its first UK launch after success in the US. Karen Millen, meanwhile, has launched an in-store and online rental service inside Selfridges, letting customers rent from its party collection and purchase afterward if they get attached.
A holly jolly Techmas
AI is one of the top technologies UK retail leaders believe will unlock growth in 2025, and brands are already experimenting. Coffee brand Grind is running a three-month trial with Google's Gemini AI tool to write product descriptions, draft customer emails, and streamline onboarding. Puma is letting fans design Manchester United's 2026 kit using an AI tool, with designs filtered through fan votes and expert judging.
An exciting year ahead
This retail season has been about brands going the extra mile for customers and building shopping experiences worth remembering. Heading into the new year, the challenge is elevating that experience further to stand out in 2025.