Black Friday Gigastream with Shopify | Harley Finkelstein, Noel Mack, Sara Foster, Sean Frank, Kat Cole, Peter Rahal, Farhan Thawar, Torin Herndon, Kevin Harwood, Nish Samantray, Bené Eaton, Brian Keller

Overview

This episode dives into the dynamic world of Black Friday commerce, featuring insights from top executives and founders across industries like e-commerce, wellness, fashion, and consumer goods. Discussions span strategies for scaling businesses, leveraging technology, and adapting to evolving consumer behaviors during the busiest shopping season of the year.

Notable Quotes

- Our product needs to get less expensive and crunchier over time to address a larger group of customers. – Peter Rahal, on scaling David Protein.

- We measure consumer confidence at checkout, and people are buying. – Harley Finkelstein, on Shopify's real-time insights into consumer behavior.

- The world doesn’t need more bland brands. It needs more brands that stand for something and are willing to have enemies. – Noel Mack, on Gymshark's focused brand strategy.

🛍️ Black Friday Trends and Strategies

- Shopify's Record-Breaking Day: Shopify reported $4.1 million in sales per minute and 38,000 orders per minute, with 30 million unique shoppers. Trending categories included skincare, vitamins, activewear, and cozy home goods like blankets and candles.

- Consumer Behavior Shifts: Compared to last year’s focus on outdoor gear, 2025 saw a pivot to cozy products, reflecting changing consumer preferences.

- Marketing Insights: Successful brands like AG1 and David Protein emphasized the importance of building demand year-round, with AG1 focusing on science-backed marketing and David Protein leveraging health and wellness podcasts.

🏋️‍♂️ Gymshark's Brand Focus

- Doubling Down on Identity: Gymshark's WeDoGym campaign reinforces its identity as a gym-first brand, avoiding the temptation to diversify into other sports or lifestyle categories.

- Global Expansion: Gymshark's growth in the UAE and other international markets highlights the brand's global appeal.

- Experiential Retail: Gymshark's stores are designed as community hubs, featuring gyms and events to engage customers beyond traditional retail.

🌿 Wellness and Supplements

- Arrae's Retail Push: Nish Samantray shared how Arrae expanded into Target and Sprouts, focusing on retail growth while maintaining profitability. The brand also saw significant success on TikTok Shop, leveraging its virality to drive sales across other channels.

- AG1's Science-First Approach: Kat Cole emphasized AG1's $10 million investment in clinical trials and a shift to science-forward marketing. The launch of new products like AGZ (a melatonin-free sleep aid) and flavors for AG1 helped drive a 40% year-over-year Black Friday sales increase.

👢 Retail Innovation and Expansion

- Tecovas' Radical Hospitality: Kevin Harwood highlighted the brand's unique retail strategy, including in-store bars, boot-shining stations, and personalized branding irons. Tecovas' retail business now outpaces its e-commerce sales, with 45 stores and plans for further expansion.

- ModRetro's Nostalgia-Driven Products: Torin Herndon discussed the success of the ModRetro Chromatic, a pixel-perfect Game Boy clone, and teased the upcoming M64 console. The brand's focus on authentic retro experiences has resonated with both casual gamers and enthusiasts.

📈 Leveraging Technology and AI

- AI in Retail and E-commerce: Brands like Tecovas and Shopify are using AI to optimize inventory, customer service, and marketing. Shopify's Shop Pay and Shop App continue to drive conversions with seamless checkout experiences.

- Social Commerce and Short-Form Video: Sean Frank of Ridge emphasized the importance of short-form video and social commerce, noting the rise of TikTok Shop and the need for brands to adapt to new consumer behaviors.

This episode offers a comprehensive look at how leading brands are navigating the complexities of Black Friday and beyond, with a focus on innovation, customer experience, and leveraging technology to stay ahead.