the consumer markets leaders at pwc. joining us live from the london studio.ou have seen the numbers. 7.1 billion pounds total spend for black friday. that is still lower than pre-pandemic peak. what does that tell us with the retail sector overall? >> we saw a 17% increase per head of spending this year which takes it back to '21 and '22 levels. '23 was the outlier with the housing crisis. in terms of the health of the nation, the thing about black friday is after pay day which will help spending. it has been a subdued year. there is a catch-up spending now and the run-p to christmas. >> catch-up spending. that is interesting. what are some of the popular retail categories that dominate on black friday? where are they buying? can you break it down in terms of physical store sales? >> the main category is tech. that is driven by men spending 50% more than women. the second category is clothing. then minor christmas presents like stocking fillers and health and beauty. health and put i beauty has inc. in europe, 70% of the spending is expected to be online rath