Newsletter - July 2025
A Fresh Perspective That Comes From Travel
Standing atop the Eiffel Tower last week, watching Paris sprawl endlessly in every direction, I was struck by something beyond the view. Here was a structure that shouldn't exist—an "eyesore" that sparked fierce debate when first erected, yet became the very symbol of its city through sheer persistence and reinvention.
The same thought hit me wandering through Mont-Saint-Michel Abbey, where medieval walls have weathered centuries of battering tides not by resisting the water, but by learning to work with it. These weren't just tourist stops on our family trip—they were masterclasses in adaptive resilience.
The parallel to our industry is impossible to ignore. The brands and retailers thriving today aren't the ones clinging to yesterday's playbook. They're the ones embracing the tide—whether that's the shift toward retail media, the complexity of modern marketplace dynamics, or the evolving expectations of customer engagement.
In this issue, I'll share the latest strategies and insights from companies that, like these enduring landmarks, have learned that survival isn't about standing still—it's about standing strong while moving forward.
Prime Day 2025: The Marathon That Paid Off (Sort Of)
Amazon's Prime Day 2025 just wrapped up, and the headlines tell two different stories. The good news? Record-breaking sales of $24.1 billion over four days—that's a 30% jump from last year and equivalent to "two Black Fridays" worth of volume (Barron's). The complicated news? The event felt more like a marathon than a sprint.
Here's what actually happened: Amazon stretched Prime Day from two days to four (July 8-11), and while 63% of shoppers appreciated the extra browsing time (JumpFly, Inc.), analysts are warning that longer events dilute the urgency that made Prime Day special. Day 1 alone brought in $7.9 billion (JumpFly, Inc.), but early sales were reportedly down 41% compared to 2024's opening day (Retail Dive).
The shopper behavior shift is telling. Over half of Amazon shoppers compared prices across Walmart, Target, and other competitors—a sign that the deal-hunting game has evolved (Barron's). Most purchases were under $20, with big-ticket items like appliances seeing the real growth (freezers up 160%, home security up 185%) (Barron's).
For B2B marketers, the takeaway is clear: Extended promotional windows can boost total volume, but they require different strategies. Brands that treated this as a strategic campaign—pacing ad spend and showcasing full catalog discounts—saw 2-4x revenue growth. Those with partial participation? Only 1.3-1.6x lifts (Acadia.io).
The bottom line: Prime Day 2025 succeeded in scale but lost some of its lightning-in-a-bottle energy. It's a reminder that in our attention economy, sometimes more time doesn't equal more impact—it just means you need smarter tactics to cut through the noise.
Growth Levers Missed By Mid-Market Brands
Planning for Back-to-School and Q4 Success
I hate being that dude saying that it's time to talk about back-to-school and it's just July, but the reality is you're gonna need to get your supply chain in order, get your pricing in order, get your selection in order. These are when you need to start making these decisions.
The Seasonal Shift is Here
Back-to-school season isn't just about notebooks and backpacks—it's a complete consumer behavior reset. Families are transitioning from summer routines to structured schedules, driving demand across categories from tech and apparel to food and home organization. This period serves as the crucial bridge between summer clearance and holiday build-up, making it your last chance to optimize before the year-end sprint.
Turn Prime Day Data Into Q4 Gold
Your Prime Day performance just handed you a roadmap for the rest of the year. Which products exceeded expectations? What inventory moved slower than anticipated? Use these insights to double down on winners and pivot away from underperformers. More importantly, identify which Prime Day successes can be repositioned for back-to-school bundles or early holiday gifting strategies.
Black Friday Prep Starts Now
While your competitors are still basking in Prime Day glory, smart brands are already sketching out their Q4 playbook. Black Friday and Cyber Monday deals don't materialize overnight—they require inventory forecasting, creative development, and strategic positioning that takes months to execute properly. Starting now gives you the runway to test pricing strategies, creative angles, and audience targeting before ad costs spike in November.
Your Back-to-School Action Plan
Inventory Audit: Ensure you have adequate stock for demand spikes, especially in high-velocity items that could sell out during peak periods.
Content Refresh: Update product detail pages, A+ content, and gather fresh reviews to maximize conversion rates when traffic surges.
Campaign Strategy: Develop ad campaigns that speak to lifestyle transitions—convenience, organization, fresh starts. Consider cross-category bundling opportunities that increase average order value.
Test and Scale: Use lower-cost July and August traffic to test messaging and creative before competition intensifies.
The brands that win Q4 are the ones making decisions right now. Prime Day gave you the data—now it's time to act on it before your competitors catch up.
Places We Can Meet In Person
📍 August 2025 – Chicago Collective (Chicago, IL)
The premier menswear trade show.
Meet top brands, discover trends, and network with global retailers.
📍 September 2025 – Amazon Accelerate (Seattle, WA)
Amazon’s flagship seller and brand conference.
Get the latest marketplace strategies, tools, and growth insights.
📍 January 2026 – Winter FancyFaire (San Diego, CA)
A celebration of specialty foods and beverages.
Perfect for brands seeking wholesale and retail expansion.
📍 February 2026 – SOURCING at MAGIC (Las Vegas, NV)
The industry’s largest apparel and accessories sourcing event.
Connect with global suppliers and manufacturers.
📍 March 2026 – Expo West (Anaheim, CA)
The must-attend event for natural and organic products.
Network with buyers and explore CPG and wellness innovations.
🌟 Local Spotlight – Detroit & Southeast Michigan
Expect multiple retail and e-commerce events through late 2025 and early 2026, focused on manufacturing, omnichannel retail, and marketplace growth. (Full schedule coming soon!)
A couple Fun Candid Photos from the trip:
Normandy Gas Station: Huge Chupa Chups and 1 Meter of Ibérique Pata Negra and Honfleur Port
