If there is one theme emerging from the post-Black Friday chaos, it’s that the retail narrative is anything but linear right now. So says Lewis Hawkes, Senior Manager Store Operating Model UK&! at Currys.

In a LinkedIn post, he said: “I’ve been reviewing the data, and we are seeing a fascinating tug of war between high tech adoption and traditional value hunting.”

Three specific narratives that stood out for Hawkes:

1. While the industry obsesses over digital dominance, physical queues told a strong story this weekend. Reports show that shopping centres were busier than expected, with huge footfall at specialist retailers like Sephora.

“Combined with record traffic at warehouse style club membership retailers, basically Costco and the like, (up nearly 10% in some regions), it’s clear that when the value proposition is right, people still crave the physical store experience.”

2. Online sales hit a massive $11.8 billion, and the data suggests AI agents were involved in a quarter of those purchases. But the debate on how we use AI is crucial.

“There is valid scepticism that “shopping research” via chatbots is even a mass use case yet, most searches are still transactional (buying), not research heavy (browsing). However, Walmart’s move to test ads in its Sparky AI search feels like a win here. If AI search tools are increasing conversion rates, monetising that high intent traffic is a brilliant move to protect margins while keeping shoppers on-site.”

3. Despite reports claiming 2026 will be the break out year for smart glasses, Hawkes is aligned with the sceptics. Unless the tech becomes invisible and fits seamlessly into existing fashion frames, these devices risk becoming novelties that collect dust, he believes.

“Similarly, Amazon’s test of 30-minute delivery feels less like innovation and more like a defensive manoeuvre. With their grocery market share stagnant for years, chasing rapid delivery with high fees seems like a reaction to competitors rather than a customer first revolution,” he added.

Hawkes concluded: “The common thread this week is pragmatism over hype. Shoppers are voting with their wallets for value and efficiency. They will adopt AI if it compares prices and recommends products faster, but they aren’t ready to strap computers to their faces or pay premium fees for 30-minute milk delivery just yet. The winners in 2025 weren’t the ones with the flashiest gadgets, they were the ones removing the most friction in the omni space.”

RTIH AI in Retail Awards

RTIH proudly presents the first edition of its AI in Retail Awards, sponsored by 3D Cloud and EdTech Innovation Hub.

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers’ businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work – resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 29th January. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.