Caroline Hyde

Gifts were about, the products being sold were about, you know, things like skiing or hiking or camping.

This year seems to be that home is really, you know, the winner here where people are buying things for their home, whether it's kitchen stuff for the kitchen or puzzles or blankets.

But generally, consumers are buying from brands they love.

And we're fortunate those brands are on Shopify.

What does that cross-border stat, that 17 percent signal to you?

Is that growing?

I mean, how does that stand up to last year when perhaps tariffs weren't such a headwind?

Yeah, I mean, what I think it means is that consumers generally are somewhat geographically agnostic.

They want to buy from their favorite brands.

You know, we heard from Gymshark.

They had their biggest Black Friday sale ever online.

AG1 Athletic Greens was up 50%.

Brunt Workwear got an order every five seconds.

So if you think about where consumers are purchasing, they're buying from brands they love, the Viores, the Figs, the Aloe Yogas, the on-runnings of the world.

And I think they're agnostic to where those are coming from.

The other thing that we're seeing, which is really interesting, is that this really wasn't just about discounts this year.

People shop brands, not channels.

We're almost living in sort of a post-world channel where consumers bounce from a TikTok video to an AI agent, to a website, to a store.

Even in video games like Roblox, where Shopify powers commerce.

The brands that really won the weekend made the experience feel the same everywhere they were.