
Published 24 November 2023
With cost-of-living-driven bargain hunting increasing global spending by up to 22% across Black Friday and Cyber Monday (November 24-27), phygital-centric Gen Z-friendly strategies, loyalty-programme-boosting incentives and fear-of-missing-out (FOMO) tactics helped retailers drive growth. Elsewhere, brands acknowledged the 54% of European shoppers voicing environmental concerns with repairs and product-loaning alternatives (see Key Stats).



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The Youth Marketing Strategy Festival 2026 (YMS, May 21, London) assembled agencies, strategists and brands including Adidas, KFC, Expedia, Oatly, Boots and Currys to discuss engaging Gen Zalpha. Vital topics included new spending personas, weird content and chaos marketing, the ‘laws of cultural relevancy’,...