Tuesday 28th October | #60 | Join Free
Discounts are dropping earlier than ever, and it’s already shaping how Q4 will play out. Today’s issue looks at why October has quietly become peak season, what falling shop inflation says about retail strategy, and how loyalty schemes are turning into fashion’s new growth lever. Plus, the EU’s crackdown on TikTok and Meta under the DSA, and a smart new AI feature in Google Search Console that could change how you plan content. Let’s dive in 👇 - Mike Callachan (BtB Founder)
In today’s beyond the basket:
🎯 The Early-Discount Dilemma: Why October Is the New Peak Season
📉 Shop Inflation Falls as Retailers Ramp Up Early Discounts
📜 EU Flags TikTok and Meta for DSA Transparency Breaches
🛍️ New Look Launches First Nationwide Loyalty Scheme
🔍 Google Adds AI-Powered Query Grouping to Search Console
➕ Plus three deeper reads, about how AI is reshaping marketing strategy and retail personalisation to why timeless brand stories and community-led growth still matter.
ECOMMERCE STRATEGY
🎯 The Early-Discount Dilemma: Why October Is the New Start of the Peak Season
October used to be the warm-up for Black Friday.
Now it’s part of the main event. With Amazon, Walmart, and UK retailers all launching early “holiday” sales, the pressure to start discounting sooner is real. But rushing out offers too early can cost you margin, and momentum.
1️⃣ Why Retailers Are Moving Early
High inventory costs and tight cash flow: Many retailers still carried over spring and summer stock due to weaker demand earlier in the year.
Cautious consumers: Inflation has eased, but shoppers remain value-driven. Many are already “basket-watching” for Black Friday deals.
Black November: The sales window has stretched from one weekend to six weeks, with retailers fighting for early wallet share.
2️⃣ The Risk of Going Too Soon
Early discounts don’t always drive more demand, they just move it forward.
Less urgency: When sales drag on for weeks, the late-November hype fades.
Thinner margins: Competitors match early cuts, forcing a race to the bottom.
Customer fatigue: Shoppers learn to wait for deeper discounts.
The result? You clear stock now, but lose impact when it counts.
3️⃣ Smarter October Plays
Winning brands use precision, not panic. Consider these moves to maximise your sales momentum into the holiday period:
✅ Run VIP early access, not public discounts. Reward loyal customers first.
🎁 Create “warm-up” bundles. Move old stock by pairing it with best-sellers.
🚚 Add value, don’t slash prices. Offer free shipping or gifts instead of blanket markdowns.
📊 Use October as research. Gather data on what sells early to sharpen your BFCM offers.
🚨 The Takeaway
October isn’t just for planning anymore, it’s your first conversion wave. Start smart, protect your margins, and save the big fireworks for Black Friday.
ECOMMERCE | RETAIL
📉 Shop Inflation Falls as Retailers Ramp Up Early Discounts LINK
TL;DR: UK shop prices fell 1% year-on-year in October, according to the BRC, the first notable drop in months. Food inflation also eased to 3.7%, down from 4.2% in September, as retailers battled for share through early discounting and promotional campaigns.
Why it Matters: Fierce competition and early seasonal discounts are starting to pull inflation down, even as household spending stays weak. For ecommerce and retail operators, this signals a more promotional Q4, margins will be tighter, but customers are now trained to expect deals earlier in the season.
Your Move: Review your pricing and promo calendar. If you plan to discount, do it with intent, clear offers that protect margin and drive volume. The “Black Friday creep” has already begun.
🧾 Source: Sweet relief as prices fall in time for Halloween, British Retail Consortium, 28 October 2025
REGULATION
📜 EU Flags TikTok and Meta for DSA Transparency Breaches LINK
TL;DR: The European Commission says TikTok and Meta (Facebook, Instagram) breached the EU’s Digital Services Act by failing to provide researchers access to public data and by lacking clear tools for users to report illegal content or appeal moderation decisions.
Why it Matters: This is one of the first major enforcement actions under the DSA, and it sends a clear warning. Platforms face potential fines up to 6% of global turnover, meaning stricter rules are coming for how ads, data, and moderation work across Europe. For ecommerce operators, this could mean new friction: tighter ad transparency, changing targeting rules, and possibly higher compliance costs as platforms adapt.
Your Move: Keep an eye on ad policy changes and review your own data and disclosure practices, transparency will soon be a competitive edge, not just a rule.
LOYALTY
🛍️ New Look Launches First Nationwide Loyalty Scheme LINK
TL;DR: Fashion retailer New Look has launched Club New Look, its first UK-wide loyalty programme, offering members discounts, early product access, and prize draws. The free scheme follows a successful trial that attracted 500,000 members, with a target of 800,000 by year-end.
Why it Matters: Loyalty is becoming the new growth lever for fashion retail. With online acquisition costs climbing and margins tight, brands like New Look are betting on retention and first-party data to fuel repeat spend. The scheme also ties into New Look’s £30m digital transformation, aiming for deeper customer insight and personalisation.
Your Move: If you’re running an ecommerce brand, study how New Look blends discounts with emotional value, “feeling seen and appreciated” is part of the pitch. Loyalty isn’t just about points; it’s about belonging.
MARKETING
🔍 Google Adds AI-Powered Query Grouping to Search Console LINK
TL;DR: Google has introduced Query groups in Search Console Insights, an AI feature that clusters similar search queries to reveal broader user intent patterns.
Why it Matters: For ecommerce and content teams, this makes SEO data less messy and more actionable. Instead of wading through hundreds of near-identical long-tail phrases, you’ll see unified groups showing what customers are really looking for. It could reshape how brands plan content, identify intent gaps, and track trending topics.
Your Move: Use these insights to spot rising demand themes early. Don’t chase individual keywords, build around intent clusters that mirror how real shoppers search.
📚 The Reading List
Curated deep dives, longer reads and analysis shaping the future of eCommerce and digital marketing.
Building an AI CMO That Becomes Your Strategic Marketing Partner
Social Media Examiner (8 min read) Read Here ›
A deep dive into how AI tools are evolving from tactical assistants to strategic partners, and what that means for marketing leadership.
90 Years of Penguin Books: The Founding Myth That May Not Be True
City A.M. (6 min read) Read Here ›
A fascinating look at how Penguin’s brand story shaped modern publishing, and why the real origin might be less romantic than the legend.
The Business Benefits of Building Community
Inc. (7 min read) Read Here ›
Why investing in community pays off long-term, not just in loyalty, but in innovation, collaboration, and resilience.
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