UK consumers are more selective than ever about where they spend their money, and retailers and brands are competing in an increasingly crowded retail and media landscape. With attention fragmented across platforms and in-store competition at its peak, standing out has never been harder.
Yet sport continues to cut through, providing a potential uplift for those who want to be part of the game. It was recently reported that over a third of UK adults watch sport at least once a week, and 70% say it positively impacts their happiness (YouGov). During major sporting moments, audiences are more emotionally engaged, receptive to messaging, and more likely to act, creating a powerful window for brands and retailers who are prepared to show up strategically.
Crucially, you don’t have to be a die-hard sports fan to feel the impact. The summer of sport appears everywhere: headlines, social feeds, in-store promotions, and limited-time offers that shape consumer behaviour and drive spending. Summer 2026 promises one of the most action-packed sporting periods in recent memory, delivering heightened attention, emotion, and commercial opportunity.
A Packed Sporting Calendar in 2026
The UK sporting calendar in 2026 is filled with high-profile moments that attract diverse audiences, dominate mainstream culture, and drive both footfall and spending. Each event has unique audience characteristics and commercial opportunities:
Glasgow 2026 Commonwealth Games
Audience profile: Broad, multi-generational audiences with strong regional and national pride.
Behavioural insight: Multi-sport tournaments drive repeat viewing and shared consumption, particularly among families and social groups.
Category opportunity: Family-friendly snacks and soft drinks, big-night-in bundles, multipacks, and impulse-led items with high visibility.
ICC Women’s T20 World Cup
Audience profile: Younger, digitally engaged audiences with a strong Gen Z and millennial skew.
Behavioural insight: Audiences expect inclusive, values-led brands; Gen Z drinks less alcohol and prioritises wellbeing and sustainability.
Category opportunity: Zero and low-alcohol drinks, functional beverages, healthier snacking, and purpose-driven experiential activations.
Wimbledon (29 June – 12 July)
Audience profile: Affluent adults, ABC1 households, lifestyle-driven consumers.
Behavioural insight: Wimbledon is as much a cultural occasion as a sporting event, with shoppers receptive to premiumisation and occasion-led purchases despite the cost-of-living crisis.
Category opportunity: Premium food and drink, non-alcoholic alternatives, summer entertaining, gifting, and seasonal ranges.
British Grand Prix (5 July)
Audience profile: Experience-driven fans with strong brand affinity and disposable income.
Behavioural insight: Motorsport audiences value exclusivity, performance, and innovation. Immersive experiences and limited-edition offers perform strongly.
Category opportunity: Energy drinks, convenience-led food, limited-edition or on-the-go products, and high-impact in-store displays.
Royal Ascot (16 – 20 June)
Audience profile: Affluent, fashion-led, and social-occasion shoppers.
Behavioural insight: Blends sport with luxury and celebration, driving spend around socialising and gifting.
Category opportunity: Premium drinks and alcohol alternatives, beauty/fashion/lifestyle adjacencies, and elevated in-store theatre.
The Grand National (11 April)
Audience profile: Traditional sports fans with strong social viewing habits.
Behavioural insight: Early-year sporting moments act as commercial warm-ups, boosting impulse purchasing and promotional responsiveness.
Category opportunity: Event-led promotions, snacks and drinks for shared occasions, and short-term FSDUs.
Six Nations Championship
Audience profile: Loyal, repeat viewers with social and pub-style habits.
Behavioural insight: Builds momentum over several weeks, encouraging habitual viewing and repeat purchasing.
Category opportunity: Multi-buy food and drink offers, big-night-in and sharing formats, and consistent stock availability to meet repeated demand.
UK Retail Behaviour & Category Trends
Major sporting moments influence how, when, and why UK shoppers buy. Understanding these patterns allows brands to align activation, ranging, and supply for maximum impact.
Food & Drink: Social viewing and “Big Night In” occasions drive shared consumption, multipacks, and impulse purchases. Retail Week recently reported that more than 48% of consumers eat crisps, snacks and nuts during streaming evenings. Additionally, Sharing formats have become the largest segment in the salty snacks category, accounting for 69.4% of sales. Promotions and in-store theatre close to fixtures increase conversion.
BWS: Alcohol behaviour is evolving. Traditional spikes are now complemented by growth in low- and no-alcohol alternatives. Premiumisation is strong for events like Wimbledon and Royal Ascot, particularly with younger audiences. It was recently discovered that 10% of BWS shoppers are influenced by the desire to try a new flavour or type when making their product choice, highlighting that differentiation can be an influencing factor on the shop floor.
Convenience & Impulse: Live fixtures create time-specific demand spikes. Convenience stores play a key role for last-minute top-ups, meaning availability and visibility are crucial. Convenience Store, recently reported that although shoppers are being cautious with their money, they still expect quality and convenience.
Outdoor & Seasonal Categories: Summer sporting events coincide with better weather and outdoor socialising. Portable, on-the-go, and event-adjacent formats see increased relevance. IDG reported that Health is becoming more important to consumers, with 58% of food-to-go consumers claiming that having healthier options was important to them. Events like Wimbledon and the British Grand Prix blur the lines between sport, healthy lifestyle, and leisure, offering opportunities beyond traditional categories.
Retailers and Brands Best Positioned to Capitalise
Retailers: Supermarkets, convenience & forecourt stores, sports & leisure retailers, department stores and multiples.
Brands: Beverages (high-energy, low/no alcohol), snacks & confectionery, and sports apparel. The key is aligning activation to the right event, category, and audience.
Why Sport Still Wins in the Attention Economy
Sport captures attention at scale due to its emotional intensity, cultural relevance, and unpredictability. It’s highly inclusive, with fans engaging physically or virtually, in stadiums, at home, in pubs, or via mobile devices.
For brands, this means sport remains one of the few environments capable of delivering highly engaged, diverse audiences who are receptive to messaging and more likely to trial, impulse buy, or switch brands.
How Brands and Retailers Can Capitalise
A Data-Centric, Insight-Led Approach
Understanding audience behaviour is critical to succeed in competitive retail spaces. By pooling robust first-party data and analysing performance in real time, Dee Set helps brands deliver targeted, relevant messaging and make proactive operational decisions.
Why it’s essential: Sports audiences are diverse and fast-moving, and traditional marketing approaches risk missing key opportunities. A data-led approach ensures campaigns are optimised for impact, allowing brands to connect with the right people at the right time.
How this works:
Stand-Out FSDUs and In-Store Visibility:
Sport’s mass-market appeal allows brands to reach multiple audiences simultaneously. Eye-catching Free-Standing Display Units (FSDUs) and tailored in-store execution help brands command attention and drive impulse purchases.
Why it’s essential: Retail environments are highly competitive, especially during major sporting events when promotions and limited-time offers peak. Stand-out FSDUs provide maximum visual impact, ensuring your brand doesn’t get lost on the shelf. Well-executed in-store visibility reinforces marketing messages from experiential campaigns and digital content, creating a seamless multi-channel experience that drives sales.
Set assembles and fills displays efficiently, ensuring they meet brand standards and are strategically positioned.
Experiential Activations:
Through sister brand Reach, Dee Set creates immersive activations at high-energy sporting environments. These build emotional connections, boost brand recall, and turn attendees into long-term advocates.
Merchandising That Delivers:
Merchandising is the bridge between strategy and execution. Even the most creative campaigns fail without flawless in-store representation. These teams guarantee that brand standards are maintained, products are kept in stock, promotions are executed accurately, and opportunities to convert fans into buyers are maximised.
Our specialist teams ensure brand compliance, visibility, and flawless execution, just take your pick:
Product & Supply: Seamless Fulfilment:
We provide flexible, personalised product and supply services to remove friction during peak trading periods. Timely and accurate supply ensures products are available when demand peaks, particularly during major sporting events. Delays or stock-outs can result in missed sales and lost loyalty. Dee Set’s meticulous fulfilment process guarantees consistency, reliability, and peace of mind, allowing brands to focus on marketing, engagement, and growth rather than logistics.
Dee Set offers end-to-end fulfilment with:
Want more insights on how to win this season? Download our free Summer of Sport checklist and discover key strategies and tips to maximise performance and engagement this season.
Make the Most of the Moment
The summer of sport is a once-a-year commercial opportunity. Brands that combine insight-led planning, standout activation, and flawless execution turn short-term hype into long-term loyalty.
At Dee Set, strengthened by the comprehensive and integrated services of Acosta Europe, we make it stress-free, from planning to fulfilment, helping you convert passionate fans into returning customers.
Ready to win the summer?
Get in touch with our team to discover how we can support every stage of your summer of sport strategy.
Today marks Safer Internet Day, an important moment to reflect on how we can make our online habits safer for ourselves, our colleagues, and our customers. As digital technologies and AI-powered tools continue to evolve at pace, staying informed is essential. Understanding how to use technology responsibly and how to protect ourselves from emerging risks is now a core business skill.
The theme of this year’s Safer Internet Day, “Smart tech, safe choices – exploring the safe and responsible use of AI,” couldn’t be more relevant. As a forward-thinking business, we actively deploy AI to make processes smarter, improve efficiency, and free up our people to focus on higher-value work. But innovation must go hand in hand with security.
Key Stats:
How We Use AI Responsibly to Improve Productivity
Back in 2025, we shared how we introduced AI to streamline workflows within our Quality Assurance teams. Faced with growing demand for POS merchandising, we needed a way to scale operations without compromising quality. By automating repetitive QA checks using an AI solution that analyses images against reference standards, we reduced review time from 12 hours to just 3 per retailer. Most submissions now require no human intervention, allowing our teams to focus on coaching, decision-making, and delivering exceptional service.
This is a practical example of AI delivering real business value – enhancing productivity while empowering people, not replacing them.
Making AI Accessible – Without Compromising Security
As AI becomes part of everyday working life, our IT and Information Security teams face a critical challenge: making these tools accessible at scale while ensuring the right safeguards are in place to keep our people, data, and systems secure.
To explore how we approach cybersecurity in this new landscape, we caught up with our Information Security lead, Quinton Hayter (aka Q), to share his insights, experience, and practical advice.
Q&A: Security, AI and Staying Safe Online
Q: What inspired you to pursue a career in information security?
A: I sort of fell into it about six or seven years ago. When David Pugh joined as CIO, he asked who headed up security – and the answer was effectively “no one.” It was split across teams, and he felt it needed a dedicated owner. He asked me to take it on, describing me as a bit of a bulldog – once I get my teeth into something, I don’t let go! I took that as a compliment. Since then, I’ve fully embraced the role and really enjoy helping to keep the company and its data safe.
Q: What’s the biggest lesson you’ve learned about cybersecurity?
A: Never trust anything. Check everything.
Q: What security habit do you personally follow every day?
A: Updates, updates, updates. Microsoft releases patches at least monthly, browsers update almost weekly, and devices need regular restarts – a restart, not just powering off. I also check emails carefully, especially links. If something looks even slightly suspicious, report it.
Q: What emerging cyber threats should people be aware of in 2026?
A: AI-driven attacks will dominate. Deepfakes and social engineering are increasing rapidly, and identity fraud is becoming a major risk. Just because someone looks and sounds like a colleague on a video call doesn’t always mean it’s really them. We’re also seeing crime-as-a-service, where AI-powered tools are sold on the dark web, allowing less-skilled attackers to launch sophisticated attacks.
Q: How has the cybersecurity landscape changed in recent years?
A: Dramatically. Back in 2020, most attacks were email-based phishing attempts. While those still exist, cybersecurity has evolved into a board-level business issue. Remote work, digital transformation, and AI have driven faster, more targeted, and more damaging attacks. Manufacturing and operational businesses are now prime targets due to the high cost of downtime.
Q: How does our approach to security benefit employees and customers?
A: Without giving too much away, we monitor extensively. Emails are scanned, internet traffic is monitored, firewalls block untrusted access, MFA is mandatory, and we use advanced endpoint protection, vulnerability management, a security operations centre, and dark web monitoring. We also complete regular security assessments for suppliers and customers, demonstrating how seriously we take information security.
Q: Can a strong security culture really prevent incidents?
A: Absolutely. Ongoing training, internal communications, and awareness campaigns keep security front of mind. A great example was when a merchandiser reported a suspicious request that appeared to come from a senior leader asking them to buy prepaid gift cards. They trusted their instincts, reported it, and we confirmed it was a scam. That single action prevented potential financial loss and allowed us to warn the wider business.
Smart Tech Starts With Safe Choices
AI is now part of how we work, innovate, and grow – but its benefits depend on using it responsibly. By combining secure technology, informed people, and a strong security culture, we can embrace smart tech while making safe choices. This Safer Internet Day, that’s a message worth sharing.
At the heart of our approach are people like Q, and a wider business culture that treats information security as everyone’s responsibility. By combining expert leadership, robust controls, and continuous education, we ensure that innovation never comes at the expense of trust. For our clients and partners, this means confidence that their data, brands, and operations are protected by a business that takes security as seriously as performance – today and as technology continues to evolve.
For more information, you can contact us here: Contact Us | Find Out More | Dee Set
Whether you’re a small business owner who’s new to the world of eCommerce or a decision-maker for a large retailer looking to make the right choices for your company, you’re probably wondering: ‘What is eCommerce fulfilment and why is it so important?’
Well, if that’s the case, you’re in the right place – we’re breaking down everything you need to know about eCommerce fulfilment, why it matters, how it works, and how to choose the right partner. Let’s get into it.
At its core, eCommerce fulfilment is the end-to-end logistics process that gets an online order from your warehouse to your customer’s doorstep. That includes receiving inventory, storing it, processing orders, picking and packing products, shipping them, and handling any returns. While it may sound like a simple conveyor belt of tasks, there’s an art to doing it efficiently, accurately, and cost-effectively.
These days, customers expect speedy delivery and hassle-free returns, and if you’re not delivering on those expectations, you’ll quickly see competitors swoop in. That’s where expert eCommerce fulfilment services – like those offered by Dee Set – become a game changer.
Sure, you can manage your efulfilment in-house – but that’s rarely the best option for large or growing retailers. Here’s why teaming up with an eCommerce fulfilment partner pays off for businesses like yours:
Fulfilment experts live and breathe logistics. Dee Set’s advanced systems and experienced team help reduce errors, improve delivery times, and keep customer satisfaction high.
Outsourcing fulfilment means you don’t have to invest in warehouse space, staff, and tech, so you’ll save money while gaining flexibility. What’s more, mistakes are less likely to be made when fulfilment is entrusted to the professionals, meaning less wasted stock and refunds.
Whether you’re handing 10 orders a week or 10,000 (yes, Dee Set can fulfil up to 10,000 unique orders weekly and scale further during peak times), a fulfilment partner gives you the infrastructure to grow without stress.
Those mundane tasks like packing boxes and organising couriers eat into time you could be spending on the stuff that matters most, like strategy, product launches, or marketing. Outsourcing fulfilment frees you up to focus on what you do best.
Consistent delivery performance and a smooth returns process build trust and keep customers coming back for more, which is priceless in the competitive online market.
Let’s unpack the main pieces of the fulfilment puzzle… Even if you decide to outsource, it’s still useful to understand how it all works!
First up, you need to know what products you actually have and where they are. Inventory management includes:
At Dee Set, we use smart tech to keep inventory up to date in real time, helping cut waste and manage costs.
As soon as that “Buy Now” click happens, order processing kicks in. This covers everything from order verification and payment processing to generating tracking info so customers know exactly when their parcel will arrive. Dee Set’s integrated systems connect seamlessly with your website, taking over automatically from order placement onwards.
Now for the nuts and bolts:
While this step may seem straightforward, meticulous execution is a must to ensure orders are accurate, secure, and delivered on time. Dee Set’s dedicated warehouse systems are tailored to your brand to deliver exactly that.
A slick returns system boosts customer confidence and can even turn a potential complaint into a positive experience. Dee Set handles return inspections, restocking, and refunds or exchanges, keeping your customers happy and your processes as efficient as they possibly can be.
Choosing who handles your orders is kind of a big deal. Here’s what you should think about before making a decision:
So, what does Dee Set bring to the table?
Ready to level up your eCommerce fulfilment game? Let’s make it happen. Get in touch today to find out more about Dee Set’s efulfilment services.
As we reflect on the past year and look ahead to what’s next, one thing is clear: 2025 has been a powerful year of progress, learning, and alignment across Acosta Europe. We asked colleagues from across Acosta Europe to share their reflections on 2025 and their priorities for 2026. What follows is what our colleagues have to say, a collective view from across our businesses, services, and specialist teams.
Their insights point to a powerful year of progress, learning, and alignment. From innovation in e-commerce and supply chain transformation, to in-store execution, sustainability, and investment in our people, 2025 has been about strengthening foundations and evolving how we create value for clients.
Across every response, common themes emerge: collaboration, smarter and more connected ways of working, and a clear focus on delivering impact where it matters most. As we move into 2026, that shared reflection becomes action. With the combined strength of Acosta Europe and our leading brands, we’re ready to build on this momentum and deliver bigger wins for our clients across every channel, every touchpoint, and every market.
Andy Buck (Managing Director, Reach):
2025 Highlights
As I look back on 2025, I feel incredibly positive about the progress we’ve made in transforming our business. The further integration of Dee Set and Reach under the Acosta Europe banner has been a huge step forward. It’s allowed us to deliver levels of innovation, insight, and new services to our clients like never before, all helping them to ‘sell more, for less.’ That’s something I’m really proud of.
2026 Focus
Looking ahead to 2026, I know the challenges aren’t going away. Rising costs and an ever-changing shopper landscape mean we have to stay sharp. That’s why my focus is on continuing to innovate and transform the field sales arena. By working with our best-in-class partners, I’m confident we can deliver even greater, game-changing solutions for our clients next year.”
Joe Peers, Head of Ecommerce at Dee Set:
2025 has been a pivotal year for e-commerce, with brands accelerating online strategies to meet rising consumer expectations. Global e-commerce is forecast to reach nearly $8 trillion by 2027, and new marketplaces like Tesco’s Marketplace alongside the rapid growth of social commerce, already surpassing $1.1 trillion globally in 2024, are reshaping the retail landscape. This fragmentation creates complexity: online fulfilment demands precision, advanced technology, and flexibility that traditional brand-owned warehouses often lack.
As a result, outsourcing fulfilment to specialist partners will become a strategic priority for brands seeking scalability without operational risk. Our integrated order fulfilment solutions are designed to meet these challenges, offering small-order pick and pack, real-time inventory visibility, and seamless connectivity across marketplaces and social platforms.
Looking ahead to 2026, marketing teams will increasingly focus on their digital shelf, optimising product content, availability, and pricing to win share-of-search and conversion. With digital shelf analytics projected to become a critical battleground for brand success. We provide services to support brands in achieving excellence at the digital shelf edge, ensuring they remain visible, competitive, and agile in an omnichannel world.
Neil Latham, Imports Manager at Dee Set:
2025 was a year of momentum and innovation.
We welcomed our new Business Development Manager (Neal) to our product team, bringing fresh energy to buyer engagement and introducing dynamic sales tools like our popular Suitcase Sample Boxes. We connected with 64 potential customers, opening exciting conversations for future growth.
Behind the scenes, we streamlined sourcing, supply chain, and technical services, boosting manufacturing efficiency. Our Haber range launched in Tesco Ireland, while NPD expanded into bold new categories, including umbrellas and electronic lighters. Meanwhile, our NIFTi Pet range hit record-breaking volumes, reinforcing its position as a customer favourite.
2026 promises even more.
We’ll continue growing our department, enhancing existing ranges, and exploring our tailored sourcing solutions offering. Expect a broader Haber range, innovative buyer boxes, and retail trials evolving into full-scale rollouts. Our NPD pipeline will explore fresh categories, while the Travels range undergoes a strategic rebrand for 2027.
Amie Morrey (Head of Supply Chain, Dee Set) and Rich Plant (Head of Operations, Dee Set):
2025 Highlights
This year, we delivered outstanding results for our partners. We helped a major retailer reduce shrink by 40% on SKUs we reworked, supported existing customers as they expanded into new retailers, and built and filled over 30,000 FSDUs. These displays enhanced supplier visibility, drove incremental sales, and supported promotional activity, creating real value across the board.
2026 Focus
Looking ahead, our priority is a digital transformation within supply chain operations. We’re committed to leveraging technology to improve efficiency, transparency, and responsiveness through data-led decisions. Alongside this, we’ll focus on helping brands accelerate growth in the e-commerce space, ensuring they can thrive in an increasingly digital retail landscape.
Lance Preston (Senior Business Unit Controller at Tactical Solutions):
I have the privilege of leading the ISS (In-Store Sales) team at Tactical Solutions, and over the years, we’ve seen exceptional growth in both revenue and team scale. In 2025, we supported more than 100 brands across multiple retailers, navigating the complexity that brings while continuing to demonstrate our value in stores, for our clients, and for ourselves. Our TSMs and Management Team, working in partnership with Central Functions and our Client Team, have delivered at pace, driving efficiencies, adapting to new ways of working, and achieving record revenue weeks with minimal disruption.
As we look ahead, 2026 is set to be our biggest year yet. We anticipate partnering with even more exciting brands, expanding our in-store presence, and strengthening our team further. Our topline goals remain clear: to delight our customers, to deliver consistent, high-quality execution, and to make a meaningful difference in every call. With our momentum, our capability, and our passion, the year ahead offers huge opportunity, and we’re ready to seize it
Anne Unsworth (Head of Retail Operations Projects at Tactical Solutions):
One of the standout moments was winning the Best First-Year Impact award at the 2025 Impact Awards for Tactical Solutions’ community sustainability efforts. Since launching, the team has planted over 12,000 trees, offset 208 metric tonnes of CO₂, and logged more than 21,000 volunteering hours on everyday sustainable tasks through the On-Hand app.
Another major milestone was the introduction of a dedicated ESG Lead in June 2025, laying the foundation for stronger governance across the group. This move ensures that Environmental, Social, and Governance principles are embedded consistently across Dee Set, Reach, and Tactical Solutions.
Finally, our progress toward Net Zero alignment, with the group committing to a clear pathway that will shape all future operational and technology initiatives through a low-carbon lens.
2026 Focus Areas
Looking ahead, we’re focused on scaling sustainability initiatives to include the wider group and continuing to strengthen ESG governance through a newly established ESG Committee. This will ensure compliance and measurable performance across all businesses.
Key priorities for 2026 include:
Trudy Church (Head of People – Strategy , Acosta Europe):
I joined the team in late July and was asked to help take two major projects over the line: our new HR and payroll system, and the applicant-tracking system. Both went live in November. I’m genuinely grateful my Peers and to my colleagues across HR, Finance and IT in Dee Set and Reach who supported me, filled in the gaps in my context, and kept things moving through some tough moments.
This year also saw us work more closely as a wider Group, sharing skills and experience rather than duplicating effort. We successfully trialled the US Leadership Rotation Programme and the Managing Essentials Programme, and several of our leaders are now progressing through the Exec Programme. Watch out for opportunities to attend these programmes in 2026.
In 2026 we’ll build on this by bringing our learning platforms, goal-setting tools and performance tracking into a more joined-up framework. Any new initiatives will be designed for the whole UK business from the outset. The HR team will continue to explore how AI and automation can take some of the admin off our desks, improve accuracy, and free us to spend more time on the conversations that really matter.
Mark Ackland-Snow (Business Unit Director, Acosta Europe):
In 2025, our focus was on retaining clients and enhancing their service propositions through the innovative models and tools introduced as part of the expanded Acosta Europe group. We delivered outstanding results, helping our clients achieve more while spending less.
Looking ahead, 2026 is all about growth, demonstrating to both new and existing clients the value we can create across every channel. Our goal is to drive household penetration for their brands, whether through our cutting-edge D2C/D2B solutions or our dedicated brand ambassador teams.
We are positioning ourselves as the ultimate end-to-end partner for brands seeking growth through flawless consumer execution. This year, we’ll continue to showcase Sales Force of the Future from Acosta Europe to new clients, ensuring more brands sell more in the most efficient way possible.
2026 is set to be an exciting year as we unleash the full power of the Acosta Group.
Kate Bradshaw (Head of Business Unit, Acosta Europe):
For 2026, we’re opening the door wider and giving more people than ever before the chance to take part in our annual recognition event - Spotlights.
We’re celebrating our people, our progress, and the teams that make us unstoppable. This is about spotlighting talent from every part of our organisation and recognising the individuals who push us forward every day.
In 2026 the event will be open to all our Acosta Europe colleagues - welcoming Dee Set & Tactical Solutions for the first time. Furthermore, we are expanding the guest list, not only creating a bigger event but also allowing our finalists to be surrounded by more of THEIR peers to support and cheer them through the process.
Spotlights 2026 will be the place to be, and those who get involved by supporting, nominating and applying will all be in with a chance of being there this year!
Joint HR (Sarah Jones, Dee Set and Trudy, Acosta Europe):
2025: A Year of Progress
This year we’ve made real headway in bringing our core people systems together. HR, payroll and recruitment now sit in one integrated set-up, which means fewer manual steps and better visibility for everyone. It’s not glamorous work, but it makes a big difference day to day.
Looking Ahead to 2026
Next year we’ll take another big step with a single platform for goal setting and performance tracking. That will give us a clearer line of sight on progress and development across the business. We’ll also be focusing on job architecture in the UK, getting consistency in roles and career paths so people can move and grow more easily. It’s about making internal mobility a reality, not just a buzzword.
What’s on the Horizon for HR
Across the wider HR world, expect more emphasis on skills-based frameworks, ethical use of AI, and a sharper focus on employee wellbeing. These aren’t trends for the sake of it, they’re practical shifts that will shape how we attract, develop and retain talent.
Looking ahead, the energy across Acosta Europe is unmistakable. The reflections shared here demonstrate a business that has learned, adapted, and strengthened throughout 2025, and is now poised to turn those learnings into meaningful action in 2026.
Whether it’s accelerating digital transformation, enhancing in-store execution, expanding e-commerce capabilities, embedding sustainability, or investing in our people, we enter the year ahead with confidence and ambition. Most importantly, we do so together, united by a shared purpose and a belief in the value we can create for our clients.
If your business aligns with these priorities in 2026, we’d love to talk. With the combined strength of Acosta Europe and our leading brands, we help clients navigate complexity, unlock growth, and deliver measurable impact across every channel.
Get in touch to discover what bigger wins could look like for your business.
After a high-pressure seasonal trading period, retailers often face a new set of Q1 retail challenges. While demand hasn’t disappeared, customer behaviour shifts significantly once gifting peaks, deliveries have been finalised, and last-minute purchases fade. Spending becomes more selective, operational pressure increases, and teams must adapt quickly to maintain momentum.
The post-holiday period highlights these retail challenges. People pause spending and evaluate budgets, but the period also provides valuable commercial, operational and marketing advantages, especially for those who approach it strategically.
Key Q1 retail challenges include:
Understanding these challenges and how to overcome them is essential for maintaining performance throughout the first quarter.
After the holiday rush, retailers face key challenges. Here is how Dee Set can help you overcome them.
Returns spike immediately after the holidays, with billions of pounds’ worth of product re-entering the supply chain within days. This sudden volume strains warehouses and customer service, often hiding the true performance of Q4 and creating administrative backlogs.
Yet returns offer valuable insights. Reasons like size issues, unclear colour, packaging dissatisfaction, or misleading photography reveal product flaws more accurately than surveys or forecasts. Retailers who track these insights refine product copy, fix recurring issues, and cut repeat returns. A simple change in sizing descriptions can prevent tens of thousands of unnecessary returns in the next cycle.
The returns experience also shapes future purchases. Transparent, consistent, and fast processes increase repeat buying. Offering store credit, alternatives, or improved versions keeps spending within the brand rather than losing it.
AI is now helping retailers tackle returns faster and at scale. By analysing reason codes, purchase histories, and sizing preferences in real time, AI can flag likely returns before stock is fully distributed. It also enhances product pages with clearer sizing guidance, accurate colours, and fit notes. Some retailers even use AI at checkout to suggest alternative sizes or similar products, reducing returns before orders are placed.
At Dee Set, we help you manage post-peak returns efficiently, turning what can feel like a logistical challenge into a smooth process. Our field teams support your stores by handling returned products and ensuring planogram compliance and shelf standards are maintained. Using our data capture and reporting tools, we give you clear insights into return trends so you can act quickly and maintain a seamless customer experience.
Stock built to serve high-tempo gifting patterns frequently remains on shelves or in warehouses. Seasonal packaging, promotional bundles and late-selling winter lines can add to this. Storage costs rise, the stock ages, and heavy discounting becomes the default reaction. However, stock that appears seasonal can often be repositioned. Winter clothing, for instance, can serve transitional needs rather than being labelled as clearance. Home or gifting products can shift into “organisation,” “replenishment,” or “early spring refresh” themes.
Retailers benefit most when they avoid broad markdowns and instead apply smaller, well-targeted adjustments that match customer context. This might involve assigning inventory to controlled channels, creating planned events such as small clearance drops or attaching slow-moving inventory to more active categories. Done early and with intention, this prevents deep discount dependency later in Q1.
At Dee Set, we make sure your surplus stock works for you. Our teams optimise product placement, check planogram compliance, and carry out in-store merchandising so inventory is presented in the best possible way. With our reporting, you’ll have full visibility of stock levels, helping you move products efficiently while protecting your margins.
Once the festivities disappear, customers still browse and engage, but are more selective. This period often sees higher rates of research rather than immediate purchase, which means conversion slows even though digital activity remains strong.
Re-engagement works well here. Customers acquired during peak season are still familiar with the brand, and small prompts often convert them. Examples include recommendations linked to recent purchases, replenishment reminders, loyalty earn-outs or follow-ups based on abandoned baskets. Messaging also benefits from shifting away from urgency-based selling into more practical positioning. Customers tend to respond well to products that improve everyday routines, support personal goals or replace items they received but want a better version of.
At Dee Set, even when trading slows, we help keep your products visible and accessible. Our teams carry out planogram checks, shelf merchandising, and stock optimisation so popular items are easy to find. We provide clear, data-driven reporting to highlight areas needing attention, helping you maintain in-store performance and convert browsers into buyers.
Seasonal labour reduces rapidly, leaving core staff to manage returns, merchandising resets and new-season transitions. Stores also face gaps in compliance, layout changes and stock presentation as seasonal ranges are phased out. This period is often the most effective time to execute changes that are difficult during peak trading. Shelf and display resets, early-spring planogram rollouts, standards checks and local sales optimisation thrive during quieter footfall periods. Extended field support can close execution gaps quickly and give stores a stronger starting point for spring launches.
At Dee Set, after seasonal staff reductions, we step in to fill the gaps. Our field teams carry out shelf resets, planogram rollouts, and in-store compliance checks, ensuring your stores maintain standards, layouts stay optimised, and you’re ready for the new season.
Q4 creates a lag effect on financial performance. Advertising spend, recruitment and stock commitments settle into January’s lower revenue levels, and this can slow decision-making for new initiatives. Instead of postponing development, many retailers shift towards stabilising income. Rather than pausing activity, many use this time to make revenue more consistent. Encouraging early gift-card use, promoting subscription or auto-replenishment options, and offering loyalty rewards can help steady cash flow.
Gift-card redemption is especially useful because customers often spend above the value of the card itself. When the redemption process is straightforward and appealing, it tends to increase basket size and bring customers back into active purchasing.
At Dee Set, we help you keep in-store operations running smoothly during slower periods. From stocking products to maintaining displays and compliance, our teams ensure your stores are ready for customers. Our reporting tools provide visibility where it’s needed, helping you manage stock and operational priorities to keep performance consistent.
Dee Set supports retailers through this post-holiday period by:
If you're ready to strengthen execution during this period, we’ll help you turn the post-holiday slowdown into a strong start to the year. Get in touch today.
With the strength of Acosta Europe behind us, we’re positioned to deliver bigger wins for your business. Let’s explore what that could look like for you.
The first quarter of 2026 is the perfect time to hit the reset button and give your retail strategy and marketing plans a fresh start. After a busy holiday season, it’s the ideal moment to take a step back, see what worked and what didn't, and use those insights to shape your strategy for the year ahead.
Get it right in Q1, and you’re not just starting the year off well, you’re setting the tone for a year full of growth and long-term success.
During Q1, shoppers are more willing to try new things, whether that means taking part in Dry January, giving Veganuary a go, or jumping on the latest wellness trends. The start of the year is also a great chance to take a step back and tweak your strategy, taking a look at what worked last year, spotting new opportunities, and turning those insights into actions that will make a difference. Do this and you will head into 2026 in a much stronger position, ready to boost sales and stay ahead of the competition.
The UK retail world doesn't leave much room for mistakes. With rising costs, unpredictable shopping habits, and trends quickly changing, you need to make sure you are making smart, quick decisions.
Here is how you can set up your retail strategy for a successful year ahead:
Before launching new initiatives, make sure to take the time to review last year’s performance. Look at what resonated with your audience and where engagement might have fallen short. For example, January usually presents spike in post-holiday returns which can put pressure on logistics and affected profitability. Retailers who respond with clearer sizing guides, extended returns windows, and improved reverse logistics may able to reduce costs while keeping customer satisfaction high.
At Dee Set, we take these insights and turn them into action. By analysing retail data and past performance, we help optimise promotions, highlight high-performing SKUs, and guide stock allocation so your inventory is in the right place at the right time. This means you can start Q1 with a strategy grounded in real performance results and avoid repeating previous challenges.
January is a time for fresh starts and self-improvement, making it the perfect time to shape your campaigns around popular New Year themes such as goal-setting, budgeting, and wellness. During the start of the year, consumer interest in mindful living, healthy routines, and Dry January peaks, creating the perfect opportunity to connect your brand with the behaviours people are most focused on
At Dee Set, we help you turn these trends into action while using data to help guide decisions. By keeping an eye on search trends and retail performance, we can spot the categories performing best in Q1, whether that is health-focused grocery, fitness, supplements, or non-alcoholic drinks.
Our team also makes sure your Q1 campaigns are executed across every touchpoint, from in-store activations and merchandising to omnichannel fulfilment and retail analytics. This approach means your campaigns reach the right people, your inventory is in the right place, and every display performs at its very best.
Physical stores are still one of the most important ways to drive sales and connect with your customers, especially in Q1 when people are motivated by resolutions, wellness trends, and new routines. Making sure every store is ready for your campaigns can be the difference between a promotion that really works and one that misses the mark.
At Dee Set, we help bring campaigns to life on the ground. Our field marketing and merchandising teams set up in-store activations, create eye-catching point-of-sale displays, and check planogram compliance to make sure products are presented exactly as you intended.
Q1 is the perfect time to experiment. With consumer behaviours shifting after the holidays, running small-scale tests early in the year gives you a chance to see what resonates with your consumers before committing to bigger campaigns later on. Whether it’s trying out new promotions or product placements, these experiments provide valuable insights that can help you optimise your strategy for the rest of the year.
At Dee Set, we make testing more accessible and actionable. Our field teams can deploy campaigns in selected stores or regions while our data tools monitor performance metrics, from display compliance and visibility to stock movement. You will be able to see early indicators of what is working and what is not, giving you the insights to adjust campaigns, optimise any underperforming elements, and continuously improve your results throughout Q1 and the rest of the year.
If you want to kick off 2026 strong and make sure you are making the most of every Q1 opportunity, Dee Set is here to help. We specialise in field marketing execution, retail auditing, POS optimisation, and data-led activation, giving you everything you need to turn insights into action.
Dee Set can help you:
Get in touch and let us help execute your most successful Q1 yet, setting your brand up for a strong and profitable year ahead.
