joining me now to talk about how black friday is changing, but still critical to retailers is harley finkelstein, president of shopify, the global e-commerce company. and harley, i want to start with that idea of how the digital marketplace has changed all of this. we've been living with cyber monday for a long time, but when you look at this five day stretch what's the kind of important thing to pay attention to well, first of all, i heard your comment on the quote where shopping is less fun. >> i totally disagree with that. i actually think we are sort of living in a golden age of retail. i think things are way more fun. and it's also not just online or offline. there's there's a lot happening here, but but let's walk through it. and i just have to say like, if you're buying something today from your favorite brands, there's a very good chance you're buying from a shopify store. but but there are some changes. and the changes i think are are remarkable. one thing that is obviously clear is that consumers favorite brands are selling in a very different way they're using social selling, they're