Tag Archives: Innovation

Jun 03 2026
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Resilience, Repairability, and the Rise of the ‘Quiet Premium’: Navigating the 2026 SDA Landscape

While the wider economic climate remains cautious, the UK’s Small Domestic Appliance (SDA) sector is proving that it’s more than just a ‘nice-to-have.’ With the market on track to reach £3.7 billion by the end of the decade, we look at the trends from Gen X spending power to the circular economy that are defining the retail winners of 2026.

The kitchen counter is currently the most hard-fought real estate in the British home. Following several years of volatile consumer confidence, the Small Domestic Appliance (SDA) market has emerged not just intact, but as a primary driver of retail growth. Valued at £2.8 billion in 2025, the sector is projected to climb toward £3.7 billion by 2030.

But for retailers, the “how” and “why” of purchasing has fundamentally shifted. As we move deeper into 2026, success is no longer about simply stocking the latest viral gadget; it’s about meeting a more disciplined, value-conscious, and tech-literate consumer.

The Demographic Tug-of-War

The digital transformation of the sector is undeniable, with 73% of UK SDA purchases now taking place online. This shift is spearheaded by the 16–34-year-old demographic, whose reliance on social commerce and peer reviews has turned “value-hunting” into a high-speed digital sport.

However, smart retailers are keeping a close eye on the “Quiet Powerhouses”: Generation X. While younger shoppers dominate the online traffic, those aged 45–60 are currently the highest-spending segment globally. This group is less likely to buy on impulse but far more likely to invest in premium upgrades high-end bean-to-cup coffee machines, cold press juicers, and professional-grade mixers even when their current appliances are still functioning. For this group, the “upgrade” is a lifestyle choice rather than a necessity.

Beyond the App: Innovation That Earns Its Keep

We have moved past the era of “smart for smart’s sake.” In 2026, consumers are looking for innovation that solves genuine pain points: energy costs and longevity.

  1. AI-Powered Maintenance: One of the most significant shifts is the move toward “self-healing” tech. Manufacturers are increasingly integrating AI diagnostics that alert users to maintenance needs before a breakdown occurs. This builds a level of trust that is essential for premium price points.
  2. The Urban Footprint: As single-person households and urban living increase, there is a surge in demand for compact, multi-functional design. Space is a premium commodity, and appliances that can air-fry, steam, and slow-cook within a single, sleek footprint are winning the battle for the countertop.
  3. The Connected Ritual: IoT is finding its home in ritualistic appliances. We are seeing high demand for smart water purifiers and coffee machines that don’t just “turn on” via an app, but utilise cloud computing to perfect and automate a user’s specific preferences.

The Circular Opportunity

Perhaps the biggest opening for UK retailers right now lies in the “Circular Economy.” Sustainability has moved from a marketing buzzword to a core purchase driver. Build quality and energy efficiency are now top-tier concerns for the UK shopper, largely driven by the long-tail effects of the energy crisis.

Retailers who offer trade-in programmes, refurbished lines, and crucially DIY repair options are finding a double-win: they appeal to the eco-conscious Gen Z while providing a budget-friendly entry point for price-sensitive households. Building a “repair over replace” narrative is no longer a threat to sales volume; it is a way to build lifelong brand loyalty.

Driving Growth in a “Deferred” Market

Data from the start of the year shows a clear trend: the UK consumer is becoming a master of the “wait and see.” Many are deliberately deferring big-ticket purchases until tactical promotional windows, such as January clearance or targeted spring campaigns.

For the physical high street, the challenge is clear. With footfall fluctuating, the store must become an “experience centre” rather than a warehouse. To protect margins and combat the threat of global supply chain shifts, there is a growing appetite for “Made in the UK” branding. Highlighting local manufacturing and robust build quality provides a sense of security that imported, unbranded alternatives cannot match.

The Bottom Line

The SDA market in 2026 is defined by a “flight to quality.” Whether it’s a Gen X shopper looking for a professional-grade morning espresso or a young renter looking for a repairable, multi-functional air fryer, the demand is there. Retailers who lean into experiential stores, transparent pricing, and the circular economy will find that while the consumer is more cautious, their appetite for genuine innovation is stronger than ever.

To read the full published article by Rupert Cook, Marketing Director, please visit Housewares Magazine

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May 29 2026
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Navigating the Great Retro Revival

There was a time, not so long ago, when the “home of the future” was envisioned as a sterile, white-on-white laboratory. It was a world of hidden wires, touch-sensitive glass, and appliances that looked more like medical equipment than domestic companions. But walk into any stylish UK home in 2026, and you’ll find a very different story unfolding. The clinical minimalism that once dominated our Pinterest boards has been unceremoniously evicted, replaced by what design experts are calling “Eclectic Maximalism.”

For those of us in the electrical retail and trade sector, this isn’t just a shift in wallpaper choice. It is a fundamental pivot in how consumers view the hardware in their lives. Design is no longer a secondary consideration to be checked off after the spec sheet; for the modern consumer, design is the spec sheet. We are witnessing a “Retro Revival” that blends the warmth of the past with the intelligence of the future, and the opportunities for retailers are as vibrant as a cherry-red fridge.

Minimalism to Personality

The UK’s living rooms are currently undergoing a fascinating transformation. We are seeing a move away from the “buy it new, hide it away” mentality toward a more curated, character-rich aesthetic. The data tells a compelling story: the UK’s second-hand furniture market is on a trajectory to hit £1.1 billion by 2027. This represents a staggering 40.8% growth since 2022.

Why does this matter to the CE (Consumer Electronics) industry? Because the backdrop against which our products sit has changed. Consumers aren’t looking for a television or a speaker that blends into a white wall; they are looking for pieces that complement a “vintage maximalist” vibe, a search term that has spiked by 260% recently.

When a customer spends thousands on a mid-century sideboard or a refurbished 1970s velvet sofa, they don’t want a plastic-heavy, utilitarian piece of tech sitting on top of it. They want hardware that feels like furniture. This is the era of the “statement piece.” Retailers who understand this shift are no longer just selling gadgets; they are selling the finishing touch to an interior design dream.

Vinyl and Beyond

Nowhere is this nostalgia more evident than in the home entertainment sector. If you had told a tech analyst twenty years ago that in 2025, vinyl records would account for nearly 63% of all physical music sales, they would have laughed you out of the boardroom. And yet, here we are.

The UK vinyl market saw a massive 19.9% year-on-year increase in 2025, generating £174.7 million. This isn’t just a niche hobby for audiophiles anymore; it’s a mainstream cultural phenomenon. The tactile nature of physical media has returned with such force that even cassette tapes, a format many of us thought we’d left in the glovebox of a 1988 Ford Sierra, saw a 204.7% surge in early 2025.

But here is the most interesting part for the retail trade: 50% of people who bought a vinyl record in the UK last year did so as a collector’s or display item, without actually owning a record player. This highlights a critical insight: the aesthetic of the tech is often as valuable as its function.

However, for those who do want to listen, the demand for hardware is following suit. We’re seeing a boom in turntables and radios that look like they’ve been plucked from a 1950s diner but house high-fidelity internals. Take the radio market as a prime example. While analogue AM/FM listening has plummeted to 19%, DAB has become the titan of live radio, accounting for 48% of listening hours. The winning formula for retailers today is “Vintage Shell, Modern Soul” DAB radios with wood-grain finishes, tactile dials, and cloth speaker grilles that nonetheless offer seamless Bluetooth connectivity and crystal-clear digital reception.

The Kitchen Revamp

If the living room is the soul of the home, the kitchen is the heart, and currently, that heart is beating in full colour. For years, “safe” was synonymous with white or light grey cabinetry. Those days are over.

According to the latest Houzz UK Kitchen Trends Study, we are rapidly abandoning the clinical look. Grey still holds a lead at 21%, but blue (17%) and green (13%) are catching up fast. Interestingly, the UK has developed a particular love affair with green kitchens, leading the way in Europe. This shift toward deeper, more organic tones is creating a massive demand for appliances that can either contrast or complement these bold choices.

Enter the “Cherry Red” vibe. Identified as a major design trend for 2025 and 2026, this bold, retro-inspired shade is becoming the ultimate statement colour for small domestic appliances (SDAs). When a consumer invests in a kitchen renovation where the median spend has risen by 34% year-on-year, they aren’t looking for a £15 supermarket toaster. They are looking for the “cherry on top” of their £20,000 investment.

The SDA market is currently a powerhouse, valued at £2.8 billion in 2025 and forecast to hit £3.7 billion by 2030. This growth is being driven by design-led, multi-functional models. Consumers are looking for that perfect intersection of a retro silhouette, think rounded edges, chrome levers, and analogue temperature gauges and “smart” functionality.

The “Thrifty” High-End Consumer

One of the most surprising trends we’ve identified at Gekko is the rise of the second-hand kitchen. Much like the furniture market, there is a growing movement toward purchasing high-quality, pre-owned kitchen furniture. This is driven by a mix of sustainability concerns and a desire for “eclectic styling” that you simply can’t get from a flat-pack showroom.

For the electrical retailer, this presents a unique challenge and opportunity. A customer who has saved money by sourcing a high-end second-hand kitchen often has more “headroom” in their budget for premium, brand-new appliances. They want the vintage look of the cabinetry to be punctuated by the reliability and efficiency of modern technology. They are looking for the contrast of wood or laminate worktops (which hold a 14% market share) against the sleek, colourful pops of a retro-style kettle or a high-end range cooker.

Navigating the Retail Landscape

With 73% of UK consumers now choosing to purchase SDAs online to compare styles and prices, the role of the physical showroom has never been more vital or more pressured. To compete, the high street must lean into the “theatre” of the Retro Revival.

Online shopping is efficient, but it is rarely emotional. You cannot feel the weight of a chrome lever or see the way a “Cherry Red” finish catches the light on a digital screen. Retailers need to move away from “aisles of boxes” and toward “lifestyle vignettes.” Show the customer how that DAB radio looks on a mid-century sideboard; show them how the green cabinetry pops against a copper-trimmed toaster.

Final Thoughts

The “Retro Revival” is more than just a trend; it is a reaction. In an increasingly digital, intangible world, consumers are hungry for things they can touch, feel, and connect with. They want the reliability of 2026 technology, but they want it wrapped in the comfort and character of the past.

As we look toward 2027 and beyond, the winners in our industry will be those who recognise that we aren’t just selling “units.” We are selling the components of a home. Whether it’s a vinyl enthusiast looking for a deck that matches their “vintage maximalist” lounge, or a home cook looking for a stand mixer that serves as a piece of art on their green marble worktop, the message is clear:

Design isn’t just “everything”, it’s the only thing that makes a house feel like a home.

To read the full published article by Rupert Cook, Marketing Director, please visit ERT Magazine

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Mar 31 2026
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Articles

A Clean Sweep

Running an independent retail shop in 2026 is no small feat. With consumers watching their wallets closely, discretionary spending can feel like a tough nut to crack. However, the floorcare sector remains a major bright spot that offers incredible potential for those willing to adapt. Over the past few years, the way we clean our homes has completely transformed, shifting from manual chores to highly automated systems.

The vacuum cleaner market is projected to reach a value of £283.9 million in 2026, growing at a remarkably steady pace. Within this space, specific high tech segments are accelerating rapidly. The robotic vacuum cleaner segment alone is forecast to expand at a 6.12% compound annual growth rate through to 2031. On a broader scale, the robotic vacuum market is expanding globally and is expected to hit a valuation of £10.9 billion in 2026.

For independent retailers, this presents a golden opportunity. Online giants currently command a large portion of the sector, but physical stores have a unique advantage. You can offer the tactile and interactive experience that an algorithm simply cannot match. Here is how you can demonstrate the benefits of 2026’s top cordless cleaners and robot vacuums to sweep up those sales.

Cordless Vacuums

The cordless vacuum has evolved from a secondary quick clean tool into the main household workhorse. The cordless segment is racing ahead and expanding at a 5.55% compound annual growth rate, signalling a broad consumer shift towards grab and go cleaning.

Here are the standout 2026 products you need to have on your shop floor:

  • Miele Duoflex HX1 Cat and Dog: A favourite for allergy sufferers, using an automatic power adjustment sensor to prolong battery life while maintaining deep carpet agitation.
  • Dyson V16 Piston Animal: Featuring a new conical floorhead design and a generous 1.3L bin capacity, it targets the high end consumer looking for power without the cord.
  • Shark PowerDetect Clean and Empty: A massive draw for pet owners. It features an automatic emptying base station that holds debris for up to 30 days.

The key is having your offering in a demo ready state. Get the product into the hands of the shopper and let them discover for themselves, the feel, the weight and the capabilities. Create an interactive mess station. Scatter some artificial pet hair or dried rice on different floor types. Back this up with knowledgeable input from sales advisors who can talk about stand out features and make worthwhile recommendations based on customer needs. Letting the customer test the product builds confidence and easily justifies the premium price tag. If product is simply stuck on the shelf, then price will dominate the decision making.

Robot Vacuums

Robot vacuums have shifted from novelty gadgets to essential home appliances. The technology this year is all about advanced AI, hybrid mopping, and zero maintenance. Globally, residential applications account for a massive 78% share of the robotic vacuum market in 2026, driven by the universal need for daily floor maintenance.

Key models driving the market this year include:

  • Dreame X60 Max Ultra Complete: Billed as one of the thinnest smart vacuums on the market at just 7.95cm tall, this ultra sleek flagship glides under low furniture with ease. It also features a boiling 100°C mop washing station and a clever ProLeap system that lifts the robot over tricky floor thresholds.
  • Eufy X10 Pro Omni: A versatile all rounder that uses LiDAR and AI powered obstacle avoidance to navigate complex living rooms.
  • iRobot Roomba J9+: Known for its Dirt Detective technology, which prioritises the messiest rooms based on previous cleaning history.
  • Ecovacs Deebot X8 Pro Omni: A high end hybrid featuring a self cleaning roller mop that refreshes itself as it works, preventing cross contamination across different rooms.

The biggest barrier to entry for robot vacuums is the setup process. Older or less tech savvy customers often feel intimidated by mapping software and WiFi pairing. You can stand out by offering a premium white glove setup service. Visit their home, map the rooms and set up the zoning on their smartphone. This level of personalised service is exactly why shoppers choose local independents over anonymous online retailers.

Turning Footfall into Floorcare Sales

Now is the perfect time to finalise how you communicate these benefits to your local community. As an independent retailer, your greatest strength is knowing your customers better than anyone else. While the time saving advantages of smart machines are profound, relentlessly pushing a robot vacuum will not go down well with everyone.

A high tech Dreame X60 Max might be the perfect fit for a busy young professional with open plan hard floors, but a lightweight cordless model like the Miele Duoflex could be much better suited to a customer with a highly cluttered home or someone who simply prefers a traditional cleaning routine. Use your shop floor to offer genuine consultations rather than hard sales. Host weekend demonstration events where customers can discuss their specific floorcare challenges and let them test the products themselves to see what feels right in their hands. By focusing entirely on what is genuinely best for the individual shopper and positioning your shop as a destination for trusted advice, you elevate your entire retail brand and build lasting customer loyalty.

Building on that loyalty, a major trend defining 2026 is the growing demand for sustainability and the right to repair. Consumers are increasingly frustrated by disposable electronics and want appliances that will stand the test of time. This plays perfectly into the hands of independent retailers who can offer dedicated aftersales support.

While mass market online stores often only care about the initial transaction, you can build a lasting relationship by stocking replacement HEPA filters, fresh brush rolls, and spare lithium batteries. Offering an annual servicing package for high end robot vacuums or premium cordless models creates a reliable recurring revenue stream. Imagine providing a dedicated maintenance service where you clean the delicate LiDAR sensors on their newly purchased robot, replace the worn mop pads, and check the internal battery health. This proactive approach guarantees that the customer will return to your shop the next time they need to upgrade an appliance.

Furthermore, do not underestimate the profitability of complementary accessories. When a customer commits to a Shark PowerDetect or a Miele Duoflex, they are deeply invested in achieving a cleaner home. This is the perfect moment to introduce supplementary products. Stocking high quality hard floor cleaning solutions, scented vacuum pods, or specialised pet grooming attachments adds genuine value to their daily routine while significantly boosting your overall profit margins.

Finally, none of these physical store experiences matter if the local community does not know they exist. Use your local digital presence to showcase your tactile advantages. Post short videos on your social media channels showing the aforementioned interactive mess station in full swing. Demonstrate the Ecovacs Deebot navigating around a dropped shoe, or show how easily the Dyson V16 lifts embedded pet hair from a thick rug. Make it clear to your audience that your shop is the only place in town where they can get expert advice, receive tailored recommendations, and physically try the products before they part with their hard earned money.

To read the published article by Daniel Todaro, CEO, Gekko Group, please visit ERT Magazine

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Nov 28 2025
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Rethinking Smart Living

For years, the smart home market has been in a state of flux, promising a future of seamless usability but often delivering a confusing array of hardware and rising costs. Early adopters often became frustrated troubleshooters, grappling with incompatible devices and a confusing array of apps. Now, thanks to the latest developments at IFA 2025 in Berlin, this narrative is taking a turn for the better. There is a renewed sense of promise that this sector can take positive steps forward to become the seamless part of our lives we imagined it would be when we first uttered the words “Hey Google”.

This year’s event provided us with a real insight into the direction some of the biggest players in the sector are heading and the consumer trends they are tapping into. The focus has shifted from novelty to genuine utility, addressing the friction points that held back mass adoption. The market is moving from a collection of gadgets to a cohesive ecosystem.

The UK Market and Key Trends

UK interest in the sector has remained strong, even though initial momentum has plateaued. Ownership of smart products has doubled in the past five years. Knowledge of products is a key factor in the market, and around 80% of UK households have at least one smart home product.

A big part of further adoption is devices that are able to operate with other products, be it other device categories or brands. Matter, the open-source protocol that enables devices from different brands to seamlessly interact, has been a slow burner since its 2022 release. However, its growing importance is as critical to the category’s future as ever. It operates over Wi-Fi and, crucially, Thread, a low-power mesh network where each new device strengthens the entire system’s reliability and speed. Virtually all major brands, including smart lighting partners like Philips, revealed enhanced Matter support in their products at IFA 2025. This move reaffirms their commitment to the protocol and highlights its benefits.

Alongside this element, new AI features are also expected to drive a new wave of smart home interest, as Google has scheduled a Gemini for Home rollout for later this year. The era of the simple, reactive voice assistant is ending, replaced by proactive partners that can handle complex requests like, “Plan a dinner menu based on my smart fridge’s inventory and start a cooking playlist.” At IFA, brands like Aqara showcased AI capabilities for their security cameras, enabling them to better detect people or motion, delivering those insights to the user. The new generation of smart assistants aims to enhance task completion and responsiveness. They are also designed to be more conversational and interactive.

Smart Home Security

The trend in security is about being Proactive and AI-powered. Instead of just passively recording events, modern systems use on-device AI to actively identify specific threats and take deterrent action. This intelligence transforms security from a reactive tool to a preventative one. 

The smart home security market is valued at £31.9 billion in 2025 and is projected to grow to over £114 billion by 2034, showing a strong CAGR of 15.31%.

The Google Nest ecosystem serves as a prime example of this intelligent security. The Nest Cam and Nest Doorbell use sophisticated on-device AI to differentiate between people, packages, animals, and vehicles, ensuring users only receive important alerts. This on-device processing also means faster notifications and enhanced privacy. A key feature is Familiar Face detection, allowing the system to learn who belongs at your home, so it can specifically announce on a Nest Hub or speaker when a family member arrives, or if an unfamiliar face is at the door. This deep integration is key; a motion alert from a Nest Cam in the garden can automatically display its live feed on the Nest Hub in your kitchen, providing immediate context without you needing to reach for your phone.

Smart Lighting

The market has moved beyond simple colour changes to focus on Human-Centric Lighting. This trend is all about wellness, with systems automatically adjusting the colour temperature of light to support the body’s natural circadian rhythm. 

The global smart lighting market is valued at approximately £27.2 billion in 2025 and is projected to reach over £100 billion by 2032. Affordability was also a focus at IFA, with 35% of UK consumers saying that their smart home adoption is hampered by higher costs.

Trending Products:

Philips Hue: Remains the market leader. Its popularity is currently being boosted by wellness-focused products like the Philips Hue Twilight sleep lamp. In a move to address costs, the brand also brought in a new range of lower-priced bulbs starting at £25, which importantly support Matter over Thread connectivity to drive new user adoption.

Nanoleaf: Very popular for its aesthetic, modular light panels like Nanoleaf Shapes. The brand has gained ground by being an early adopter of the Matter and Thread protocols, making its products exceptionally fast and reliable.

Govee: A fast-growing competitor, especially popular with gamers, driven by vibrant, customisable products like the Govee Curtain Lights at an accessible price.

Wearables In Focus

The trend for personal tech has also evolved significantly. Wearables have transformed from fitness trackers into Personal Health Hubs. The focus is on advanced health monitoring and providing actionable insights for sleep and recovery. 

The global wearables market is valued at an estimated £165.7 billion in 2025. While smartwatches are the biggest segment, smart rings are the fastest-growing category.

Trending Products:

Pixel Watch: The Pixel Watch’s Wear OS platform is the intelligent software powering a range of smartwatches. The flagship example is the Google Pixel Watch, which combines helpful Google features like Maps, Wallet, and Calendar on your wrist with deep health integration from Fitbit. It excels at providing a holistic view of your wellness, tracking everything from daily steps and heart rate to advanced sleep analysis with a daily Sleep Score.

Oura Ring: The leader in the smart ring category. The Oura Ring is popular with users focused on sleep quality, using metrics like HRV and body temperature to generate a daily “Readiness Score.” It syncs with Google’s Health Connect, allowing its data to contribute to a user’s overall wellness picture.

Convenience, Savings, and Privacy

One of the biggest draws of smart home technology is the convenience it offers. This sentiment is echoed by industry leaders, who state that “The AI Home isn’t about building a sci-fi house of the future, it’s about those simple wins that make life easier”

This ability to centralise management of devices allows for greater energy efficiency, allowing for utility cost savings which touch upon strong customer sentiment. Since heating accounts for about 55% of household energy use, smart thermostats can learn user habits and adjust heating schedules, potentially saving owners hundreds of pounds a year. This extends to smart plugs, cutting power to standby devices and appliances running during cheaper, off-peak hours.

As these systems integrate into our lives, privacy has become paramount. In response, the industry is shifting to on-device processing, where powerful chips inside devices like a Google Nest Cam analyse data locally instead of sending it to the cloud. This keeps personal data within the home, enhancing privacy and response speed. Brands now compete not just on features, but on their commitment to transparent security policies, a key factor in purchasing decisions.

With the UK smart home market set for an annual growth rate of 10% through to 2029, up to around £14bn, there is a huge market for brands to get involved with if they can marry up their products and ecosystems to the key consumer trends. The real promise is a convenient smart home that works seamlessly, saves money, and respects user privacy.

To read the published article by Rupert Cook, Marketing Director, please visit ERT

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Nov 26 2025
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Five expert Black Friday tips and warnings around finding the best deals

With Black Friday and Cyber Monday comes the chance for consumers to land a bargain. But along with so many reductions in product prices come just as many warnings that all is not necessarily what it seems.

Increasingly, buyers are being urged to double check before they buy – both for their own needs and their own security.

There’s also a wider conversation around affordability and people spending what they can reasonably pay back, if they are using credit cards or buy now pay later deals, to ensure they don’t get trapped in a new year cycle of debt.

With that in mind, here are five tips and warnings from experts around what to do – and not do – as Black Friday deals crop up.

Make sure you really want that deal

Buyer’s remorse: when you regret that impulse purchase soon after the money has left your account.

Research from TrustPilot suggests around £5bn in unplanned impulse purchases will be made by British buyers this Black Friday weekend, after one in three did so last year with an average spend of more than £250 each.

And yet, a quarter of those are predicted to cause buyer’s regret – totalling £1.27bn wasted.

That includes items buyers didn’t need, which didn’t match their expectations or was deemed to be a waste of money. Make sure you know what you want beforehand and stick to that list where possible.

Extensions are your friend for an added bonus

It’s not just about not spending when you don’t need to – it’s about using tools to maximise the purchases you do make.

Using cashback sites like TopCashback and Quidco is an underrated way to make your money go further during Black Friday and beyond, says The Independent’s consumer writer Molly Greeves.

“These websites essentially pay you to buy products through them – for example, when you shop on Boots by clicking through the TopCashback website, you can currently get 20 per cent of what you spend credited back to you,” she explains.

“Once you’ve signed up to TopCashback or Quidco, you can download their browser extensions, which makes the process of earning cashback virtually effortless. Then, when you shop online, you’ll see a pop-up letting you know when you can earn cashback. Click through and the cashback should be credited to your account – easy as that.”

But should is the key word here, Greeves cautions.

“Try to think of cashback as a bonus rather than a guarantee, as sometimes tracking problems can prevent your money from being credited.”

Beware the ‘fake deal’

Most online shoppers will know by now: what says “reduced” isn’t necessarily the case.

Websites have to abide by rules on what most recent prices were but if the higher price was only there for a couple of months before being reduced back down to the previous level, it’s not a particularly great deal.

To get around that, shoppers can use Google’s price history function to show what are effectively fake deals, says search specialist Andrew Witts from Studio 36 Digital.

The hidden Price History tool is one of the easiest ways to spot fake Black Friday deals. You search for a product, click on the Shopping tab, select the item and look down the page at Price History. It can instantly show whether a price has genuinely dropped, or if the retailer did the aforementioned prior increase.

“Fake sales are everywhere. The price history tool is the fastest way to expose them,” says Witts.

You can also see similar features in the Microsoft Edge browser – click the three dots in the top right corner when you’re on a product page, go to ‘more tools’ and hit the ‘shopping’ option.

Double check emails for scams

One now which is easy to get caught out with if you’re doing lots of shopping, or if multiple people shop on the same account.

Fraudsters are “using AI to spin thousands of hyper-personalised phishing scams,” says Jonathan Frost, of banking safety firm BioCatch.

These can include “fake ads, extreme discounts, shipping alerts and refund notices that look indistinguishable from the real thing” he adds.

Take an extra minute to ensure anything you’re about to click on is from a legitimate site, is something you know you’ve ordered and paid for and isn’t just a blind sell to point you to something you wouldn’t previously have been looking for.

Last-minute shopping could see you miss out

Now the other side of the “don’t act too quickly” argument – it’s well established that some prices do indeed go up after Black Friday.

Last-minute Christmas shopping can see buyers pay prices up to 18 per cent higher, suggests recent research by customer agency Gekko – at least when it comes to some electronics.

However, the same research showed that discounts for things like air fryers were actually cheaper before Black Friday – which simply highlights the importance of having your list pre-prepared, keeping an eye on the products you’re keen on and getting them when you’re happy with the price, rather than reacting to highlighted discounts and making your purchases based on them.

To read the full published article by The Independent, click here

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Nov 20 2025
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How to add festive sparkle to the in-store experience

As the nation starts getting out the decorations and ‘All I Want for Christmas’ takes over the airwaves, one thing is certain, the festive shopping season is well and truly underway. But for retailers, this isn’t just the season to be jolly, it’s a time of great angst. After months of planning and perfecting the strategy, and execution now underway, the question looming is will Christmas make or break me?

The Christmas TV ads have already landed, glittering with the hope they’ll capture hearts and wallets early. Consumers are being bombarded by online ads and influencer recommendations, but as they hit the high street in search of the perfect gift, amid tighter budgets and endless options, how can retailers use physical estates to reel shoppers in?

Looking at last year’s trends, it’s clear that those who’ve nailed the mix of smart pricing, irresistible promotions, memorable in-store moments, dazzling displays and well trained staff will top the tree this Christmas.

Fantastic festive promotion strategies

Festive promotion strategies must deliver, sustaining every crucial week of the Golden Quarter, and most importantly, offer clever promotions that reward shoppers loyalty. Retailers that communicate savings and product exclusivity in creative ways will resonate most with shoppers who want to maximise their spending.

“Beyond the sparkle, snowflakes and spectacle, the retail basics have never mattered more.“
Daniel Todaro, CEO UK&I, Gekko Group Marketing

For years, Black Friday and Cyber Monday were the pinnacle of the festive shopping period,  with brands starting promotions well in advance. For consumers, there’s nothing more annoying than seeing a great deal advertised, to find out it doesn’t exist in-store. Integrated on and offline strategies are vital, not only driving sales, but keeping customers happy and returning footfall.

With limited budgets, shoppers are seeking value without compromise. Many now spread gift purchases out across many months, so it’s vital for brands and retailers to act smart in thinking beyond single day discounts. We help brands track product performance online, highlighting RRP, SKUs and even marketing compliance. Retailers planning for a profitable peak period, and not just key dates, see the most success.

Merchandising matters

Beyond the sparkle, snowflakes and spectacle, the retail basics have never mattered more. Just like the Grinch, retailers are feeling the pinch, rising national insurance contributions are tightening budgets, leading to dwindling staff numbers on shop floors when they’re most needed. But with footfall about to hit its annual high, this isn’t the time to scrimp on staff.

Lack of staff often results in poorly displayed and empty shelves, leading to inevitable shopper frustration, and they’ll simply spend their money elsewhere. Retailers must work closely with brands to forecast accurately, manage deliveries seamlessly and keep the shelves stacked with festive favourites all season long.

And let’s not forget the people who make the magic happen. Store staff are the vital link between product and customer. Equipping them with the right knowledge ensures they can offer an exceptional in-store experience for customers. By creating positive, informed interactions at the point of purchase, this builds trust and encourages action, making the experience not only easier but more rewarding on both sides of the transaction.

We’ve seen success with brands and retailers that run tailored peak incentives, motivating staff to hit and surpass targets. There’s no better way to do this than a bit of healthy competition, with bonus and training campaigns offering fun rewards. The trick for festive fun is to make it engaging by gamifying targets or learning, whether in-store or through an online platform.

Spectacular in-store activations

Retailers are going to new extremes to draw in shoppers, transforming the high street into a playground of wonder in a bid to maximise footfall. One example in London is John Lewis Oxford Street, launching a ‘Member Lounge’ where shoppers can grab a glass of fizz and have a massage between gift hunts, turning retail therapy into something far more literal!

But magic doesn’t always need a big budget. Even small, thoughtful touches can spark joy, a festive photo booth for capturing memories, a ‘try before you buy’ tasting station, or a gift wrapping service that turns purchases into presents, and shopping from a task into an experience.

Technology is adding its own dazzle. Augmented reality displays, virtual try-on mirrors, and smart lighting are blurring the lines between digital and physical, creating those wow moments you simply can’t get from a screen. And with mobile apps offering tailored rewards that can be redeemed in-store, retailers are making every visit feel personal.

Sustaining festive high-street sparkle

There has never been a more crucial Christmas for the high street. With tightening margins, rising costs and pressure from online retail, physical stores are working hard to draw shoppers in. That said, ‘tis the season of opportunities for retailers, and when done right, in-store experiences remind us of what digital shopping can’t replicate, giving customers reasons to return long after the decorations come down.

To read the published comment by Dan Todaro, Gekko Group CEO, please visit Creative Brief

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Sep 30 2025
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Hey Google, play ‘Deck the Halls’

The magic of Christmas is getting a high-tech makeover. This year, holiday wish lists are moving beyond the typical gadgets and into the realm of the truly smart home. While a new television is still a coveted gift, modern shoppers are seeking next-generation devices that do more than just entertain. They want technology that simplifies daily life, saves energy, and offers peace of mind. This holiday season is all about bringing the future home, with gifts that make every room in the home a little smarter.

A New Era of Home Entertainment

While smart homes are all about efficiency and function, they’re also revolutionising our leisure time. The UK’s television market is set to grow significantly, with consumers always choosing smart TVs because it’s the only option available. However, the latest models from brands like Hisense and Samsung are, as we know, more than just screens to watch and stream to; they are increasingly becoming the central hub of the connected home. The push towards the most advanced display technologies, like brighter OLEDs and more sophisticated Mini-LED backlighting, is a key driver in the purchasing decisions consumers make on their customer journey. These innovations not only deliver incredible picture quality, making everything from blockbuster films to immersive visual feasts, but also create a hub for movie nights, sporting event parties, gaming and casting your treasured photos. Some could argue that with such a powerful TV, why do I need a soundbar? Doesn’t it already have the best possible sound I could get in any TV? Yes, but think of it like the difference between that watch, the one with or without diamonds; it’s the same watch, but it makes a bigger impact. Soundbars, like the Hisense HT Saturn or the Sonos Arc Ultra, are hugely popular for their ability to deliver cinematic audio without the clutter of a full surround sound system. Smart home projectors are also gaining traction, offering the ultimate in-home movie experience. Brands like Hisense and Nebula are making high-quality projection more accessible, turning any living room wall into a gigantic screen for gaming or film nights.

Automated Cleanliness & Comfort: The Rise of Smart Living

The convenience of an automated home is no longer a luxury but a growing expectation; it’s standard for many. The UK’s smart home market continues to grow, with a value estimated at £8.07 billion in 2025 and over 80 per cent of consumers already owning at least one smart product. This trend is driving demand for a new generation of household essentials that span multiple categories in the home. Leading the charge are devices like robot vacuums and mops from brands like Dreame, equipped with advanced navigation and self-emptying docks, which have become highly desirable for maintaining a tidy home with minimal effort. This desire for automated cleanliness extends to smart laundry appliances and even smart lawnmowers, creating a truly effortless living environment. Beyond cleaning, the desire for comfort and health is increasing the popularity of a range of gadgets. Sales of air purifiers and adaptive lighting systems are on the rise, creating the perfect atmosphere and mood with the touch of a button, while smart fragrance diffusers add another layer of sensory comfort. Furthermore, the market for smart health devices is booming, with products like smart scales that track a variety of metrics and air quality monitors that help users understand and improve their home environment. These devices are all part of a larger ecosystem of connectivity and integration, making every aspect of home life smarter and more intuitive than ever before.

Smart Savings for a Sustainable Season

With energy costs still a key concern, especiallyas we approach those months when the heating is switched back on, consumers this Christmas will be very much thinking about smart, cost-saving investments. Thanks to the ongoing smart meter rollout and a growing push for sustainability, energy-efficient appliances are a must-have. The UK’s smart thermostat market is a prime example, with significant growth projected as consumers look for ways to manage utility bills and reduce their carbon footprint. Smart thermostats, such as the Nest, go beyond simple scheduling. They learn your routine, use geofencing to detect when the house is empty, and can even sense an open window, automatically adjusting the temperature to prevent wasted energy. Giving a gift that helps someone save money and reduce their carbon footprint is a present that keeps on giving all year long. This sentiment also extends to other energy-conscious gifts, from smart plugs that let you remotely switch off power-hungry devices to smart lighting systems

that allow for precise control and scheduling, reducing electricity consumption for lighting by up to 80 per cent. These thoughtful gifts empower people to take control of their energy usage, making their homes more comfortable and their wallets a little fatter in the long run.

Peace of Mind Under the Tree

The desire for a secure home to protect those things you hold dear is a year-round priority, making smart security a prime gift category. The smart home security market is a powerhouse, valued at GBP 30.07 billion and continues to grow with innovations like AI-powered video analytics. For the holidays, popular gifts like the Google Nest Doorbell offer more than just technology—they offer peace of mind, allowing people to monitor their homes and feel safe, no matter where they are. This security-focused trend extends beyond simple doorbells to a wide range of devices. Sophisticated smart locks that allow keyless entry and track access are becoming increasingly popular, as are wireless outdoor cameras with must-have features like infrared night vision and customisable motion zones.

Small Gifts, Big Impact

While some gifts aim to transform a whole room, others are designed to elevate a single moment. This holiday season, thoughtful, smaller gifts are making a huge impact byenhancing daily life without a large footprint or a significant price tag. For those looking to introduce a touch of smart living, devices like smart plugs and individual smart bulbs such as LIFX are a perfect choice, offering the ability to automate appliances and control lighting from a phone. In the kitchen, the trend is all about efficiency and convenience, with compact appliances like personal blenders, e.g. from Ninja or Nutribullet, and smaller air fryers proving to be highly sought-after gifts that make cooking healthier and easier. For a more personal touch, a smart mug, such as the Ember Mug, that keeps a drink at the perfect temperature, or a portable Bluetooth speaker with more functionality than just playing music, such as the Robert’s Radio Petite which lets you play music, listen to the radio and even has a built-in alarm clock feature which makes it an excellent small gift option.

This year’s most sought-after gifts are practical, innovative, and designed for a better quality of life. From smart entertainment systems to automated chores, the perfect present for tech lovers is those that make every day feel a little more effortless, providing satisfaction in the process. The subtle integration of AI is a key trend. Devices are not just responding to commands but learning routines and anticipating needs. This creates a smarter, more intuitive home experience. Whether it’s a gift that automates daily tasks or one that provides a sense of security and well-being, the best presents this Christmas are those that seamlessly enhance the modern home and the life within it.

To read the published article by Dan Todaro, Gekko Group CEO, please visit ERT

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Aug 28 2025
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Articles

Listen Up!

One of the most common traps we see is treating the entire audio market as a single entity. It’s not. In reality, it’s split into two categories. The first is the hypervolatile world of personal audio. Here, trends in wireless earbuds and portable speakers move like fast fashion; a feature like AI-powered noise cancellation or spatial audio can go from a differentiator to a baseline expectation in a single generation of product releases.

The second is the considered purchase, high-investment world of hi-fi. This is a marathon, not a sprint. The customer journey is longer, driven by a deep appreciation for craftsmanship, acoustic heritage, and demonstrable performance. Here, trust is the primary currency. A retailer’s authority is built over years, not months, and a single misguided product choice can damage a carefully curated reputation. Trying to apply the same strategy to both is a recipe for failure — you’ll either exhaust your hi-fi customers with fleeting trends or appear ancient to the earbud crowd.

First up is the Headphone (1), Nothing’s first-ever pair of over-ear headphones. It’s a significant move for the brand, taking them into the premium audio space to compete with established giants. True to their style, the headphones feature a distinctive transparent design but also add practical, tactile controls
(a roller and paddle) instead of relying only on touch. To ensure high-quality sound. Nothing entered into a major Partnership with KEF, the highly respected British brand, co-engineering the acoustics for the Headphone (1).

Amp up

Next up, the resurgence of vinyl. It is no longer just a trend; it’s a significant, mainstream
movement backed by hard numbers. In the UK, vinyl sales have now seen an incredible 17 consecutive years of growth, with music fans purchasing 6.7 million LPs in 2024 alone (BPI/Official Charts Company).
But here’s the modern dilemma: the very people driving this revival have built their home lives around the convenience of wireless, multiroom speaker systems. So, how do you bridge that gap?
That’s precisely the problem the Victrola Stream Onyx was built to solve. The Victrola Stream Onyx taps directly into this by offering a simple, elegant solution. In non-technical terms it’s a high-quality record player officially certified to work wirelessly with any Sonos speaker in your home.

Meanwhile, the hi-fi audio category continues to hold its ground and even grow, despite the fast shifts in other areas of personal audio. In 2025, the global hi-fi market is projected to grow from £12.4 billion to over £13.1 billion, with long-term forecasts estimating a rise to more than £22.2 billion by 2033 (DataHorizzon Research, 2025; The Business Research Company, 2025). Wired systems, prized for their clarity and fidelity, still account for roughly 68% of global revenue (GlobeNewswire, April 2025), but wireless hi-fi is gaining ground fast, particularly in residential and automotive segments.

Tune in

The UK’s own hi-fi market is expected to hit £1.1 billion by the end of the decade (Future Market Insights, 2025). This growth isn’t just being driven by longtime audiophiles; there’s a new wave of listeners who value audio quality but also want the simplicity of smart home integration, wireless setups, and even AI-enhanced tuning. Beyond the established worlds of headphones, earbuds, and even high-end hi-fi, a new form factor for portable music is quietly emerging: smart audio glasses.

The leading example of this trend are Meta’s range AI glasses. While they are known for their hands-free camera, a core feature is their ability to play music and take calls. This is achieved through discreet “open ear” speakers built into the arms of the glasses.

This isn’t about replacing headphones; it’s about creating a new category of use. The customer for audio glasses is someone who prioritises convenience and safety over critical listening. They are buying into a lifestyle where music and information are seamlessly layered onto their daily activities.

Understanding your customer’s intent is everything. Personal audio, home audio, and hi-fi are no longer just product categories; they’re expressions of identity, taste, and lifestyle. Treat them that way, and the strategy will follow. Ignore the nuance, and you’ll miss the mark entirely.

To read the published article by Rupert Cook, Marketing Director, please visit ERT

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Jul 15 2025
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Creating strategic friction through experiential to harness sales

The in-store shopping experience has emerged as a critical differentiator for physical retail, where shoppers have increasingly high expectations. Creating an enhanced in-store experience is standard practice within many retailers, in particular with the considered purchase sector.

Exceptional customer service remains high on the list for customers, with knowledgeable, friendly, and proactive staff playing a crucial role in guiding and assisting shoppers. Our own research has shown what matters to shoppers with 60 per cent wanting a pleasant retail environment, while 42 per cent of people want to speak to knowledgeable staff. However, it may come as a surprise to many of you that consider your store to be the best customer experience for your customers; whilst 75 per cent of us prefer to shop in person, it’s shocking to realise that only 9 per cent are usually happy with their in-store experience. 

Audiences today are demanding more from their in-store experience, and for good reason, because 73 per cent of consumers consider experience as an important factor in their purchasing decisions, behind price and product quality. It’s not just the experience in-store that counts either, because getting your brands involved to support you to help enhance the shopper journey could help you tap into the 91 per cent of consumers who confirmed they would feel more optimistic about a brand’s product or service after actively participating in a brand activation or experience.

When you consider that your opportunity to grab the attention of shoppers is between 5-180 seconds, your displays and how visitors are greeted and served is essential in converting browsers into shoppers. 

Retailers that offer immersive experiences can see a significant increase in dwell time and average basket size, particularly in consumer electronics and home appliances. So creating strategic friction to not make the customer feel rushed, is becoming increasingly welcomed, as is personalisation, as two-thirds of shoppers are more likely to spend with brands that offer personalised in-store experiences, using data and relevant content that relates to them. 

Experiential marketing has a profound impact on consumer purchasing behaviour, with 85 per cent of consumers more inclined to buy after attending a live marketing event. It not only attracts new customers but also fosters loyalty, with 70 per cent of consumers becoming regular customers after an experiential marketing event. A significant 65 per cent of brands acknowledge that experiential marketing events are directly related to sales success, underscoring the strategy’s effectiveness in driving revenue. 

At the intersection of where retail meets experiential, the lines are often blurred and occasionally the term experiential is referenced when in reality there has been zero positive impact to the consumer based on their experience. The need to create retail theatre that is proportionate to your audience and outlets where you sell your products is critical to your experiential success. The online experience therefore needs to match the experience in-store and seamlessly connect, as this may be the customer’s starting point. At the point of purchase, the moment the consumer steps in, the experience begins, not merely when they begin to browse, look, touch, or listen. The customer journey should reflect you and the brand’s advertising and create a pleasurable experience, which reflects positively on both retailer and brand to create buyers and long-term advocates of your brands and repeat customers to your store.

The experience should include real-life user scenarios, not the dream glossy lifestyle magazine, because we don’t live that way. We inhabit homes that have clutter and move at the pace of a growing family and therefore the customer relates to the achievable and not the unobtainable. It’s great to instill aspiration and keeping up with the Joneses but keep it real and relatable so that it resonates with the customer. This creates an experience worthy of their hard-earned cash, because when it comes to the considered purchase sector, there is no greater enemy to a brand than a poor customer experience.

To read the published article by Dan Todaro, Gekko Group CEO, please visit ERT

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Jun 18 2025
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Why Forcing Loyalty Could Be a Terrible Long-Term Strategy

Nearly everyone in the UK is signed up to at least one loyalty scheme, according to the Competition and Markets Authority (CMA). But the shift from a points-based reward system to a membership that offers reduced pricing at the point of purchase strong-arms consumers into signing up, irrespective of want or need.

Following high inflation over the past two years that has seen prices rocket, many consumers are trying to cut their costs. The sizeable discounts on offer for those signed up to loyalty schemes are a welcome gesture for many consumers, but some may feel they do not have a choice.

Others may feel the exchange of data for discounts is justified, but this new approach is shifting loyalty from earned to transaction.

Mind the values gap

It could be argued that when brands offered rewards, they gained trust, goodwill and loyalty from consumers. But this transactional approach makes it almost impossible for brands to build authentic, two-way relationships that would perhaps keep consumers coming back regardless of the rewards or discounts on offer.

Granted, in crowded categories, rewards can create churn amongst consumers who decide to switch brands because products are on offer, and in the process they try something new that they prefer.

Strong relationships are typically built through high quality customer interactions and experiences, but given the current economy, where many consumers are trying to cut costs, brands are more often focusing on the quick wins by offering discounts.

Short-term approaches may deliver results, but long-term, focusing on customer experience (CX) will win out — and result in lower acquisition costs and a loyal customer base that won’t be lured by offers from competitors.

Not only does ‘forced loyalty’ impact a brand’s long term relationships with customers, it has the potential to create a divide between brand and consumer values. More than two in five (43%) shoppers consider it unfair that loyalty scheme members pay lower prices for some products, and while it does not put them off signing up, it does suggest dissatisfaction and frustration with the shopper experience, creating apathy towards retailers.

The risk of digital exclusion

This unfairness between customers is even more pronounced when it comes to vulnerable consumers. In the same way that older consumers and those with learning difficulties prefer to make payments via physical means — either cash or card — they also find it much easier and less confusing to use a loyalty card, rather than an app.

Yet, almost all retailers are opting to move to app-only loyalty schemes.

While operating a digital-only loyalty scheme is acceptable to many consumers, especially when AI and machine learning offer greater personalisation, it can result in digital exclusion of others.

Only two-thirds (67%) of consumers over 65 have access to a smartphone, which means a third of pensioners are unable to access the best deals from retailers despite being some of the most financially vulnerable consumers.

Even for brands whose audiences skew younger, there is still a risk of excluding those with learning disabilities – and while there is a drive to appear inclusive, the focus on app-delivered loyalty schemes brings the authenticity of those initiatives into question. Brands must consider who their app is for, and whether it delivers true value for all consumers.

The latest developments are even more concerning. Some brands are trialling systems by which consumers cannot even enter a store without having an app downloaded, which means that those who do not have a smartphone will be excluded from the store itself, as well as the best discounts.

Forcing loyalty may be counterintuitive

While companies are securing customer data by all but forcing consumers to sign up to their loyalty schemes, the loss of the reward experience is only increasing brand switching. If a competitor starts undercutting on price, many consumers will switch without a second thought. Why? Because they have been given no other reason to stay and irrespective of loyalty it’s the price that will always win through for them.

Customer experience should be at the heart of brands’ loyalty strategy. Consumers’ value choice, and yet the focus on transactional loyalty restricts their options. Instead, brands should focus on giving consumers’ a wider choice of how they interact with the brand, ensuring that those from vulnerable groups are not excluded — and then give them reasons to keep coming back, whether that is through exceptional customer service, rewards or shared values.

To read the published article by Dan Todaro, Gekko Group CEO, please visit CXM

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