From BFCM results rolling in with TikTok Shop announcing record-breaking Black Friday sales, to the launch of Google’s new AI try-on tech and a new Unboxed x Retail Economics forecast predicting UK social spending will hit £2.4bn this Christmas — what’s been making waves in retail this week?
Google’s AI virtual try-on tech goes live in the UK
Google has rolled out its AI-powered virtual try-on tool to UK shoppers, enabling them to test billions of clothing listings using their own photo.
Google’s custom AI maps the nuances of clothing, including how different materials fold, stretch and drape, to create a visualisation of how items will appear on different body shapes from a single body shot.
The feature, which works on all organic Google listings, is accessed via the “try it on” icon on apparel product listings and includes a sharing function, allowing shoppers to get feedback on potential purchases.
Ocado Ads partners with Epsilon to upgrade its RMN
Ocado Ads has announced it is working with Epsilon to enhance its Retail Media Network (RMN) offering, helping brands and third-party advertisers achieve precision targeting while extending their reach across a wider range of off-site environments.
Powered by COREid, Epsilon’s identity resolution platform, the new capabilities will give advertisers using Ocado Ads more control over reaching, engaging and connecting with customers.
The partnership will allow Ocado Ads to further leverage its grocery data set, enabling brands to extend their reach beyond Ocado’s properties, including off-site web and connected TV / audio, such as Netflix, Disney+ and Spotify.
“This partnership reinforces our commitment to putting real control in the hands of advertisers,” said Ben O’Mahoney, AdTech & Data Partnerships Lead at Ocado Ads.
£2.4bn in UK Christmas social media sales forecast by Unbox and Retail Economics
Christmas spending via social media in the UK is projected to reach £2.4billion – a quarter of all 2025 festive spending – with Gen Z driving the social commerce surge, according to research from Unbox and Retail Economics.
Over half (51%) of UK shoppers say social will account for a larger proportion of online purchases in 2026, rising to two thirds (65%) of Gen Z. Meanwhile, 52% of Gen Zers will use TikTok or Instagram over Google to research products.
“Gen Z has rewritten how product discovery works,” Hugo Soul, CEO of Unbox said. “TikTok is now their primary search engine, and trust has migrated from brands to creators.”
TikTok Shop reaches record Black Friday sales
TikTok Shop has recorded its biggest sales day in its UK history, with Black Friday 2025 surpassing last year’s performance by +50% across the full BFCM period.
Jan Wilk, Head of TikTok Shop UK, said: “Black Friday 2025 has been a record-breaking moment for TikTok Shop UK, with high double-digit growth. This surge was driven by exceptional early demand and the momentum created by our community of creators, brands and small businesses.”
TGJones joins Blue Light Card to offer key workers Christmas discounts
TGJones, formerly known as WHSmith, has partnered with Blue Light Card to offer discounts for emergency services, NHS and social care workers, teachers and the armed forces, ahead of Christmas.
Blue Light Card members shopping with TGJones will receive a 20% discount across purchases made online and in-store, in addition to any existing offers or promotions.
“We want to show our appreciation for the frontline workers who work tirelessly throughout the year to support communities across the UK,” said Emma Smyth, Commercial Director at TGJones.
Peak-trading results rolled in as Cyber Monday landed
As the sales receipts from Black Friday were counted, RRW’s live Cyber Monday reporting kicked in, tracking insight and performance from across the BFCM weekend, including:
📈 fulfilmentcrowd said that Cyber Monday surpassed Black Friday as the biggest trading day
🛍️ Data from Nosto showed digital sales on Black Friday rose by +15.2% year-on-year
🏷️ Global data from Talon.One reported retailers adjusted Black Friday discounting strategies, with the average discount rising to 25%, up 4 percentage points from 2024
📱 In-app purchases across BFCM rose +28% compared to 2024, with total conversions jumping +14% year on year, according to AppsFlyer
📦Barclays reported Black Friday transactions hit their highest peak so far this year, up +62% on the 2025 average, as shoppers went ‘all in’ on findings deals.
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