👀 AI-powered shopping, bagel meltdowns & holiday shipping hacks

It’s Tuesday!

YouTube's latest Why We Watch 2.0 report reveals that viewers are drawn to emotionally resonant, human-centered content, with younger audiences prioritizing creativity and older viewers valuing trust and storytelling, highlighting the importance of community and connection over flashy visuals.

^{A MESSAGE FROM OMNISEND}

PREPARE FOR BLACK FRIDAY WITHOUT PANIC!

Black Friday. The Olympics of the ecommerce world. As exciting as it is, the problem is that everyone is doing it. 

But don’t worry — Omnisend has a cheat sheet for you to digest and stand out. It has:

1. A checklist on what to do (including the important business of when to drink coffee). 

2. What emails to create.

3. When to start your promotions.

4. Real examples of texts that actually get read.

Download the Omnisend BFCM Lookbook here, print the checklist, and prepare one step at the time.

Updates ☕️

🛍️ Walmart is doubling down on e-commerce with generative AI, launching personalized shopping experiences, an action-oriented chatbot, and expanding onto platforms like Roblox to target the next-gen consumer.

👀 Unilever has reached a new ad deal with X, removing itself from X’s ongoing legal battle with GARM, as the platform seeks to secure more ad spending amid declining revenue.

💬 After recent layoffs, Shopify aggregator OpenStore shifts focus with the launch of OpenDesk, an AI-powered customer service tool targeting smaller Shopify brands.

📁 Despite concerns around social media, nearly half of consumers are interacting more with brands this year, with platforms like TikTok and Instagram leading in product discovery, according to Sprout Social's latest report.

📆 Pinterest's holiday campaign strategy webinar kicks off today at 10am PST, covering targeting tips, shopper insights, and AI features to boost holiday ad performance.

🤝 TikTok has partnered with InMarket to offer improved tracking of in-store sales from TikTok ads, providing brands with more accurate data on how online campaigns drive offline traffic.

☕️ Reddit enhances keyword targeting with ads now available in feeds and conversations, plus AI-powered audience expansion and keyword suggestions for improved reach.

👠 Manolo Blahnik opens a new boutique in Paris' Bon Marché, with CEO Kristina Blahnik eyeing direct-to-consumer growth as a key future strategy.

Google’s big AI move to transform shopping

Shopping, but smarter: AI is changing how we buy everything.

Google is gearing up to reshape the shopping experience, and it's all powered by AI. The search giant just rolled out a bunch of updates aimed at making online shopping less overwhelming and more personalized, starting with US users this week.

What’s new?

Google's latest features include an AI-powered shopping guide that helps you make smarter choices (like finding the perfect winter jacket), plus a personalized feed based on your browsing habits. It’ll show you recommendations and deals tailored just for you, making it easier to find exactly what you want—fast.

This shift is a big one. Lilian Rincon, Google’s VP of product for Shopping, called it a game changer, comparing it to the shift from desktop to mobile back in 2009. “We’re transforming how people shop in the world of AI,” she says.

Why it matters: More and more shoppers feel overwhelmed by choice—60% say it’s harder than ever to make the right purchase decision. Google’s AI will cut through that noise, helping consumers navigate their options more efficiently. By tapping into Google’s shopping graph, which tracks 45 billion product listings, and its new Gemini AI models, the goal is to turn shopping from a hunt into a streamlined, personalized experience.

What brands should know: For brands, this AI-powered transformation means reviews and up-to-date listings could play an even bigger role in getting your products noticed. While Google says you should keep using its Merchant Center and make sure your product data is current, the AI will be doing more of the heavy lifting in recommending products to shoppers.

As AI increasingly shapes shopping behaviors, it’s clear that companies will need to adapt if they want to stay relevant in Google’s new AI-driven ecosystem.

A Fyre Festival of bagels

Better Brand’s latest meltdown is a case study in how not to handle a crisis.

Better Brand, once a rising DTC star with its low-carb bagels, has taken a nosedive that’s turning into a full-blown PR disaster. After raising $6 million in 2023, things seemed golden—until last week when the brand abruptly shut down its website, leaving customers and suppliers scrambling for answers.

The meltdown

Better Brand’s response? A chaotic string of excuses. First, it was a “hostile takeover.” Then, they claimed to be expanding operations. Finally, they accused employees and fulfillment partners of stealing inventory. The lack of transparency only fueled more confusion and backlash.

What’s really happening?

The real issue seems to be unpaid suppliers—some filing lawsuits since March. And after a botched attempt to raise funds at a $300 million valuation, things are looking shaky. The lesson: when communication falters, so does trust.

The takeaway: Better Brand’s crisis is a textbook example of how not to handle a meltdown. For DTC brands, clear communication is everything—especially when things go wrong. If you’re here for the latest on this bagel mess, Snackshot’s got all the details.

How brands are navigating holiday shipping price hikes

Holiday shipping surcharges have become a yearly headache for e-commerce brands. With UPS, FedEx, and others hiking rates during the busiest season, brands are scrambling to manage costs. This year, UPS and FedEx are tacking on an extra 5.9%, pushing shipping fees up more than 30% since 2019.

How brands are coping

To combat these surges, brands are getting smart. Some are negotiating rates early, while others push holiday sales sooner to avoid the Black Friday bottleneck. Boll & Branch founder Scott Tannen says it’s all about planning ahead, noting how accurate forecasting helps keep last-minute fees at bay.

Other brands, like Slate, are mixing and matching carriers to stay flexible, using options like USPS Ground Advantage to soften the blow of double-digit surcharges. CEO Judah Abraham says it’s all about adapting: “Rate fluctuations are just the way of the world now.”

The bottom line: Brands are learning to roll with the punches, viewing these surcharges as another cost of doing business in the e-commerce world. While they’ve figured out how to manage the increases, the ultimate goal remains the same: get the orders to the customers, no matter the cost.

Top Halloween search trends

Google's latest Frightgeist mini-site highlights the top Halloween costume trends, including popular choices like Beetlejuice and Dogpool, offering insights that could help inspire your Halloween promotions.

Check out Google’s Frightgeist mini-site here.