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A retail strategist’s take on the most powerful Christmas ads of 2025. Which brands nailed emotion, storytelling and distinctiveness, and which missed the mark? A global wrap of the winners, surprises and lessons for 2026.

From unexpected gems to complete creative meltdowns, Part Two reviews the Christmas ads that surprised, delighted or confused us in 2025.

Stay across the latest shifts in retail, from Kmart’s surge and slowing Black Friday momentum to major closures like Jory Henley and Ozsale. We also spotlight standout moves from Adore Beauty, Sports Direct’s expansion plans, and how AI is reshaping ecommerce. Follow RX Group on LinkedIn for more frequent insights.

We have put together 12 moments for you, each one revealing a defining moment of the year or a key lesson that shaped retail in 2025.

Retailers today face more than margin pressure – they face moral pressure. Doing good is no longer a side story; it’s the strategy. From Ben & Jerry’s fight for purpose to Nala’s bold billboard and Disney’s quiet refusal, brands are redefining what leadership looks like. The lesson? Being good isn’t about grand gestures. It’s about everyday choices that protect your integrity as fiercely as your bottom line.

From AI breakthroughs to brand shake-ups, October–November brought plenty for retailers to watch. Walmart and PayPal deepened ties with OpenAI, Stitch Fix debuted AI-powered try-ons, and Canva rolled out its biggest update yet. Locally, Macpac profits fell 71%, Mitre 10 pared losses, and JB Hi-Fi NZ led with strong sales. As NZ considers a social media ban for under-16s, brands like Victoria’s Secret and Panda Mart push forward with new openings and tighter controls.

Ebeltoft Assembly Toronto Oct/Nov 2025 Retail in a City of Many Cultures. Toronto’s Mosaic in Motion  Toronto moves differently. Beneath the surface, The PATH connects the city like a living organism; above ground, old industrial bones are reborn into buzzing neighbourhoods. It’s a place redefining the rhythm of urban life - and retail is right at its heart. This year’s Ebeltoft Group Assembly was hosted by our Canadian partners JCWG - a consultancy that, interestingly, feel

ReLoved. Restored. Revalued. is Freedom’s bold answer to retail waste—giving imperfect furniture a second life through repair, transparency, and circular design. It’s not about discount bins; it’s about redefining value on the shop floor. With skilled restoration, honest storytelling, and community impact, ReLoved proves sustainability doesn’t need to be perfect—just real, practical, and human. Retail can do better. Freedom is showing how.

In a world chasing profit, more businesses are proving that doing good isn’t just the right thing — it’s smart strategy. From circular packaging to surplus donations, small steps can create real impact. Whether you're a café planting herbs or a brand redesigning its supply chain, authentic action builds trust, loyalty, and stronger teams. Doing good isn't a campaign — it's a culture. And when done well, it’s good for people, planet and profit.

Retail doesn’t need more dashboards or automation - it needs better decisions. At behamics, we stopped chasing abandoned carts and started guiding shoppers in-the-moment. We built AI grounded in behavioural science, designed by people who understand why customers buy, not just when. The result: smarter journeys, higher conversions, and technology that amplifies human behaviour, not replaces it.

Skilled people are retail’s unfair advantage - especially in the Golden Quarter. When baskets spike and patience dips, it’s not attitude that makes or breaks performance, it’s capability. Product knowledge, customer sense, and operational fluency turn chaos into conversion. Train smart before peak, and your people will repay you in margin, momentum, and customer love.

Stay up to date with the latest in retail. This month’s highlights include rising NZ retail vacancies, Shein’s controversial move into French department stores, The Warehouse’s margin pressures, and Restaurant Brands’ takeover bid. Plus, THE ICONIC launches a new loyalty program, Google debuts AI shopping, and Kmart faces privacy backlash over facial recognition tech. Follow RX Group on LinkedIn for more retail and CX insights.

Retailers love to talk about “the power of people.” It’s right up there with “customer first” and “seamless experience” on the corporate...

Retail’s no longer playing a local game. From Shenzhen to Sydney, global marketplaces like Temu, Amazon and Shein are reshaping how ANZ brands compete. At Competing with Giants, we brought together the retailers, disruptors, and strategists navigating this shift — and uncovered bold ideas, real lessons, and the local edge we’ll need to grow on our own terms. The giants are here. The question is: how will we respond?

The sun shines differently at the Mount , and so does the retail. From street-level gems to sensory flagships, we spent a weekend in full retail recon mode. What stood out wasn’t one blockbuster store, but the collective charm, connection and character. This high street has a pulse, and it’s strong.

We make it easy to keep up with what’s happening in retail. This month’s headlines span collapses and comebacks: Smiths City has gone into administration, Kitchen Things into receivership, and Mosaic Brands fined $25m. Meanwhile, TK Maxx prepares its first Australian flagship, Hallenstein Glasson delivers a sales lift, and Consumer NZ reveals shoppers’ favourite brands. For more regular updates on retail and CX, follow us on LinkedIn: RX Group.

In retail today, purpose is no longer optional. Customers expect brands to stand for something real. At HealthPost, ethics and sustainability are built into every decision, from product standards to supply chains and community initiatives. The result is trust, loyalty, and long-term resilience. Purpose is not a constraint on growth, it is a competitive advantage.

Why are consumers claiming poverty while queuing for $17.50 McDonald's Happy Meals and Labubu collectibles? In NZ, 44% say they're worse off, yet Mecca opens record-breaking stores and Kmart profits soar 50%. This retail paradox reveals the new rules: emotional value beats functional, scarcity trumps abundance, and smart retailers make customers feel like winners. Traditional retail wisdom is dead—here's what's actually working in 2025.

From CEO changes to AI-powered smoothies, here’s what caught our attention in retail this month. Michael Hill names a new CEO following the founder’s passing. JB Hi-Fi reports strong growth as its CEO retires. IKEA highlights social impact, Amazon debuts a new ‘under $25’ range, and Heinz launches a ketchup smoothie. Plus: Gen Z insights every brand should know.

Auckland’s Enamoured Books is no ordinary bookstore, it’s a masterclass in niche retail done right. Ruby Wallace has built a romance lifestyle ecosystem that turns browsers into loyalists with curated collections, smart events, and a vibe customers never want to leave. From “Sexy Sundays” to BookTok-worthy launches, it’s proof that experience beats convenience, and that bold ambition still wins in retail.