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Jul 28 2026
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What the World Cup Reveals About Effective Sales Promotions

Global sporting events have long represented some of the biggest opportunities in the marketing calendar and the recent World Cup has been no exception, generating huge audiences, heightened consumer spending and an influx of brand activity. But beyond the headlines, the biggest successes highlight how more brands are adding real value without the hefty spend associated with sponsorship deals and advertising.

Effective sales promotions were not built around the event itself, they are built around consumer behaviour. The brands that were performing best during the World Cup were not necessarily those with the biggest sponsorship deals, but those that understand how fans are watching, shopping, celebrating and sharing throughout the tournament.

Global sporting events still offer real commercial opportunity

According to a Bank of America report, the 2026 World Cup was set to be the biggest in history, with 75% of the world set to engage with the event in some way. The opportunity was not simply the size of the audience, but the opportunity to resonate with them by building promotions around real consumer moments and behaviours.

But adding football branding to existing campaigns will never get the job done. The most successful campaigns highlighted an important lesson for marketers: promotional activity only works when it is timely, relevant and gives fans a reason to engage, offering something genuinely useful, like Lidl’s £500,000 World Cup voucher giveaway, or creating a memorable and shareable photo opportunity, such as the giant World Cup trophy LEGO built from 1.3 million bricks.

England’s progress to the quarter finals was estimated to have generated a £500m boost for the UK economy, while Barclays reported spending increases across beer, pubs, clothing and online retail. The opportunity for brands wasn’t simply visibility, it was about understanding that consumers were already primed to spend, and setting up the most effective promotions to encourage it.

Global retailers responded in different ways. Here in the UK for example, Tesco supported England matchdays with free deliveries, football-themed merchandising and playful in-store touches like packaging redesigns to resemble footballs, recognising that consumers weren’t just watching football; they were shopping, hosting and celebrating around it.

The brands that recognised that consumers stocked up before kick-off, browsed their phones during breaks, celebrated wins with friends and were more willing to spend when emotion and occasion aligned are those scoring the goals.

Promotions are a worthy alternative

Beyond responsive campaigns, this year’s World Cup made it clear that brands do not need an official logo on the pitch or a multimillion-pound media budget to benefit from the tournament. While Fox Sports reportedly charged between $200,000 (£152,000) and $300,000 (£227,000) for a 30-second World Cup advertising slot, rising to around $750,000 (£567,000) during USA matches and the latter stages of the competition, many brands found more accessible ways to capitalise on heightened consumer demand.

This World Cup required non-partner branding to be concealed at tournament stadiums, and as the naming rights partners of two main fixture stadiums, Gillette and Levis both took this into their own hands. Levis masked the wordmark of its distinctive logo with a simple sheet, but its distinct batwing silhouette ensured it was still familiar. Similarly, Gillette covered its stadium branding in shaving foam, with both brands capitalising on the moment across their social channels, and owning the narrative. Among FIFA World Cup fans, Levi’s WOM Exposure rose from 17.4 on June 11 to 22.9 on July 12, while Gillette’s increased from 16.1 to 19.2.

Advertising can play an important role in driving growth, but it does not act alone. WARC notes that advertising is only one contributor to growth, with brand performance shaped by a much broader mix of commercial factors. Advertising still matters, but promotions often become the mechanism that converts awareness into action.

Investing in promotional mechanics is offering a more measurable route to commercial return than competing for expensive broadcast visibility. Instead, many retailers and challenger brands are focusing on these tactics to encourage immediate action. Loyalty offers, limited-time discounts, CRM campaigns and in-store activations allow brands to engage consumers in the moments they are already thinking about food, drink, gatherings and celebrations.

Meet audiences where they are

Leaning into today’s dual screen environment, mobile traffic data from Virgin Media O2 revealed increased smartphone activity during hydration breaks and half-time, reinforcing how naturally audiences now move between watching, scrolling and shopping. Reaching those audiences at exactly the right time is delivering dividends.

Rather than offering standalone discounts, the strongest campaigns integrated with the wider fan experience, rewarding existing customers, encouraging repeat purchases and creating reasons to engage throughout the tournament rather than only during the biggest fixtures. This resulted in worthwhile promotional activity that felt timely and relevant, while delivering clear commercial outcomes, highlighting how promotions can be used during global sporting events – with lessons that can be applied across BAU activity.

Relevance beats visibility

Any major sporting event generates a huge volume of marketing activity, and fans have come to expect that brands will inevitably participate, but generic campaigns can quickly blur into a sea of logos and noise. The most effective campaigns have stood out by interpreting the occasion in a way that still feels true to the brand.

Brands that have acted in the heat of the moment, driving conversation with clever social or activations, and made viewing occasions more than just a gathering with friends to watch the game are those that will earn lasting brand equity.

For example, in the final week of the tournament, UK supermarket Iceland’s decision to rename stores in England players’ hometowns landed well because it was simple, locally resonant and easy for consumers to engage with. The small-budget activity drove headlines while still feeling connected to the event.

During major sporting events, consumers are already shopping differently and the brands that connect marketing activity with those moments authentically are more likely to turn attention into measurable ROI.

Beyond the global pitch, how do marketers stay ready?

Any global event, whether sport or entertainment, creates the same temptation for brands to prioritise presence over purpose. But the biggest lesson from this World Cup is not that brands need to shout louder, it is that promotional activity performs best when it reflects how people actually experience the tournament.

Whether this was through retail offers, loyalty rewards, CRM, local activations or social campaigns, the strongest brands did not simply tap into football’s audience. They understood the moments that matter to consumers and built valuable promotions worth acting on, giving consumers surprise and delight moments that brought a tournament happening thousands of miles away to life.

To read the published article by Daniel Todaro, CEO, Gekko Group, please visit Advertising Week

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Jun 29 2026
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Why experiential retail is the high street’s secret weapon

For years, the narrative surrounding the UK high street has been one of managed decline, overshadowed by the looming giants of e-commerce. However, for independent retailers whether you are demonstrating the latest smart home technology or showcasing bespoke homeware, the reality on the shop floor tells a very different story.

The modern consumer isn’t just looking to buy a product; they are looking to buy into an experience. Transitioning your physical store from a transactional space into an interactive, immersive environment is no longer just a marketing buzzword; it is a commercial imperative.

Here is how independent retailers can harness the power of experiential retail to drive footfall, foster loyalty, and protect their margins.

The Unwavering Demand for Independents

Before looking at how to change your store, it is vital to understand why you are in a prime position to win. The appetite for independent retail is robust. Recent data from The Industry Beauty (2026) reveals that over 80% of UK shoppers actually prefer independent retailers over large, faceless chains, particularly in considered purchase categories like homeware, gifting, and fashion.

This preference translates into regular footfall: 70% of UK consumers shop locally at least once a week, and regular customers typically return to the same independent business 11 times throughout the year.

What is driving this loyalty?

  • The Unique Factor: Over half (52%) of UK shoppers prefer the personalised and unique products found in small businesses over mass-produced items from larger chains.
  • Community Spirit: 51% of consumers want to shop small specifically to support their local community and economy.

Crucially, consumers are willing to put their money where their morals are. UK consumers have stated they are willing to spend up to £145 more per month on their local high street if the retail offering and overall in-store experience improve.

The Commercial Reality: Experience Over Price

It is incredibly tempting, especially during a cost-of-living squeeze, to slash prices to compete with online monoliths. However, racing to the bottom is a dangerous game for independents.

A stark 45% of retailers who are currently experiencing a decline in sales admit they have pivoted towards offering lower-priced products in an attempt to compete. This “discounting trap” often devalues the brand and squeezes already tight margins.

Conversely, despite broader economic pressures, an impressive 71% of UK independent retailers report that their trade is currently stable or growing. The differentiator is the in-store experience:

  • The Experience Uplift: Retailers who actively improve their in-store experience see a 13 percentage point uplift in their likelihood to achieve business growth.
  • The Power of Storytelling: Independent shops that invest in brand storytelling, communicating the ‘why’ behind their business and products are 19 percentage points more likely to report growth compared to those that do not.
  • The Human Touch: Direct, personal interaction in a physical store makes shoppers 60% more likely to make a purchase. You cannot replicate a passionate, expert product demonstration on a standard e-commerce checkout page.

Key Takeaway: Stop competing on price. Start competing on expertise, storytelling, and the quality of the customer’s time in your shop.

The Untapped Goldmine of Collaboration

You do not have to shoulder the burden of experiential retail entirely on your own. Teaming up with neighbouring businesses is one of the most effective, yet underutilised, strategies on the high street.

Consider the numbers: a massive 89% of independent retailers who collaborate with neighbouring businesses report a direct, positive commercial impact. Whether it’s an electrical retailer partnering with a local coffee roaster for an in-store barista tech demonstration, or a homeware shop hosting a joint late-night shopping event with a nearby fashion boutique, cross-pollination works.

Despite this extraordinarily high success rate, only 23% of independent retailers are actively collaborating today. However, 83% say they want to collaborate more. This highlights a massive, untapped opportunity for high street innovation. Reach out to the business next door; your shared customer base is waiting.

Pop-Ups, Tech, and the Appetite for Immersion

To secure the future of your business, you must look at how younger generations shop. Gen Z and Millennial shoppers are two to four times more likely than older generations to engage with pop-up retail environments in the UK.

For these demographics, the high street is an extension of their digital world.

  • Real-World Curiosity: 35% of UK online shoppers have visited a physical pop-up store launched by an online brand simply to get a real-world feel for the products.
  • The Draw of the Unique: 43% of younger shoppers state that a “unique or immersive experience” is a major draw for visiting physical stores over shopping online.
  • Social Media to Footfall: Online influence heavily drives physical footfall. A striking 60% of social media shoppers have visited a pop-up, compared to just 35% of traditional website shoppers.

Bridging the Physical-Digital Divide

Experiential retail doesn’t just mean a lovely window display; it means integrating technology that adds genuine value to the visit.

Over 50% of UK online shoppers have either used or want to use experiential tech features, such as Virtual Reality (VR) or Augmented Reality (AR), when shopping. Imagine allowing a customer to use AR on a tablet to see how a high-end coffee machine or a statement piece of furniture would look in their exact kitchen before they buy.

This isn’t just a gimmick. Seven out of ten shoppers who have used VR or AR in a retail setting describe the experience as engaging, helpful, or useful. By introducing smart retail tech, you bridge the gap between the convenience of digital and the tactile reassurance of physical retail.

Sensory Retail: Engaging Beyond the Visual

While technology like AR and VR offers cutting-edge visual engagement, true experiential retail appeals to all five senses. Independent retailers have a distinct advantage in crafting a multisensory environment that e-commerce simply cannot replicate a domain where you can truly outshine digital competitors.

Consider the ambient soundtrack of your store. Is it a generic radio station, or a carefully curated playlist that reflects your brand’s unique energy? Studies show that tempo and volume profoundly impact customer dwell time and purchasing behaviour. Similarly, the power of scent is frequently underutilised on the high street. Signature scents or welcoming aromas, such as freshly brewed coffee in a kitchenware shop or calming cedarwood in a menswear boutique can trigger powerful emotional responses, reduce shopping stress, and cement long-term brand memory.

Furthermore, actively encourage tactile interaction. E-commerce relies entirely on flat, two-dimensional cues, but physical retail allows customers to feel the reassuring weight of a handcrafted ceramic mug, trace the intricate weave of a sustainable fabric, or test the soothing texture of an organic skincare product. By intentionally moving products out from behind glass cabinets and directly into the hands of your shoppers, you instantly remove the physical barriers to purchase. When a customer can physically engage with an item while simultaneously absorbing complementary sights, sounds, and smells, its perceived value skyrockets, transforming a standard errand into a memorable sensory event.

Transforming Your Shop Floor

The data paints a clear picture: the UK consumer is highly receptive to independent retail, provided the experience justifies the trip.

To thrive in today’s trading landscape, independent retailers must view their premises not merely as stockrooms where transactions occur, but as interactive showrooms. Focus on your unique product knowledge, invest in face-to-face interactions, collaborate with your high street neighbours, and don’t be afraid to integrate immersive technology alongside engaging sensory design.

By creating a genuinely engaging environment, you give customers something the internet never can: a memorable, tactile, and thoroughly human experience.

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

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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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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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