---
title: "Why This £2bn Brand Shuts Down On Black Friday (And Thrives)"
description: "Why This £2bn Brand Shuts Down On Black Friday (And Thrives), on Secret Leaders. 1,256 views."
canonical: https://tomsharman.com/videos/amRpqIfwWiU/
updated: 2026-10-25
---

# Why This £2bn Brand Shuts Down On Black Friday (And Thrives)

- Channel: Secret Leaders
- Made for: Secret Leaders
- Published: 2024-11-29
- Views: 1,256 (production tracker)
- Watch: https://www.youtube.com/watch?v=amRpqIfwWiU
- Form: long, 29:17

last Black Friday Americans spent $9.8 billion in a single day that's more money spent in a single day than the entire GDP of the aisle of man customers...

## What did Tom do on this video?

- **Produced.** Tom owned the production of the video itself, or the format it belongs to, end to end. Commissioning, shoot, edit, packaging and release.
- **Format and strategy.** Tom created or ran the format, the channel strategy or the upload plan the video sits inside, whether or not he was on the shoot.
- **Commercial and sponsorship.** Tom brought in, negotiated or ran the commercial deal that paid for the video or that appears inside it.

**Secret Leaders.** Head of Content. Owned the format relaunch and editorial strategy, the studio build, the sponsorship revenue, and the team and systems.

Era: Head of Content, Secret Leaders, Jul 2024 to May 2025.