Top-Performing Sectors Drive Currys' Sales as AI Tech and Gaming Offset Rising Cost Pressures
Currys posted a stronger rebound than expected on 18 December 2025. Revenue reached roughly £4.2 billion in the first half of 2025/26, with profits more than doubling. The lift didn't come from everywhere-it came from AI-ready computers and gaming. For sales teams, that's the signal: steer customers into higher-value categories that customers are actively seeking.
What Changed in the Basket
Consumers are moving to devices that run on-device AI. Older machines choke on new workloads, driving earlier upgrades. Premium laptops and desktops with AI chips carry higher ASPs and need less promotion. Buyers are now weighing CPU architecture, neural engine capability, and memory bandwidth-criteria that narrow the field and compress discounting.
- Qualify fast: Ask "What AI tasks matter to you-voice, image, coding, analytics?" Match needs to NPU/CPU specs and RAM.
- Lead with proof: Show on-device AI features live-transcription, background removal, local inference. Demos close premium gaps.
- Bundle for throughput: Pair AI laptops with high-speed SSDs, Wi-Fi 6E/7 routers, and 32-64GB RAM builds where relevant.
- Future-proof angle: Position memory bandwidth and VRAM as "keeps this fast for 3-4 years," not just today's speed.
Gaming Hardware Is a Reliable Engine
New titles and product cycles pulled through consoles, GPUs, monitors, and accessories. Gamers buy in clusters, so basket sizes jump. PC gamers refresh more often to hit frame-rate targets. Currys flagged gaming and premium computing as clear winners in peak trading.
- Attach rate targets: For every console/PC, attach a monitor, storage, controller, and a headset. Add a capture card for creators.
- Cycle awareness: Tie promos to major releases and GPU driver drops. Pre-order lists and waitlists keep momentum warm.
- Financing + trade-in: Smooth price friction on big builds; pull forward upgrades with trade-in credit.
- Omnichannel flow: Drive online research to in-store demos for color accuracy, latency, and ergonomics checks.
Margin Defense Through a Premium Mix
Wage, energy, and logistics costs are up. Currys still improved profitability by selling higher-margin kit. Stock discipline and supplier access kept availability strong during peaks-less forced discounting, steadier margins.
- Value framing over price: Lead with performance-per-year and creator productivity, not sticker price.
- Live demos reduce returns: Set buyer expectations on thermals, noise, and frame rates before they buy.
- Right-size promos: Discount accessories or services, not the flagship device, to protect gross margin.
- Inventory signals: Push high-availability SKUs first; save limited stock for appointment selling.
Soft Spots Holding Back Growth
Basic home appliances and standard TVs stayed soft as shoppers delayed big-ticket "nice-to-have" purchases. Trade-ins and refurbished options help, but margins are thinner and cycles are slower.
- Bundle services: Installation, protection plans, and haul-away convert hesitant buyers without heavy discounting.
- Entry TV uplift: Add soundbars and streaming devices to lift value even if the panel stays modest.
- Reactivation plays: Use CRM to target aging appliances with timed financing and trade-in convenience.
Store Experience Wins in the AI Era
Complex purchases sell better with human guidance. Customers want clarity on compatibility, software support, and future-proofing. Demos convert interest into premium sales and reduce returns-good for margin and NPS.
- Fast qualification: "What apps? What resolution/frame rate? What file sizes?" Map answers to specs, not brand talk.
- Compatibility checklist: Ports, drivers, OS versions, and accessory fit-solve it at the counter.
- Setups that stick: Offer data transfer, calibration, and creator presets. Fewer returns, better reviews.
How Currys' Strategy Differs
Currys is leaning into category leadership instead of chasing blanket price cuts. The team prioritizes stock for growth sectors and protects promos in those lines. Management also returned capital via buybacks-confidence with known risk: if confidence dips hard, premium can pull back faster than basics.
- Metrics to watch: Mix, ASP, premium penetration, gaming accessory growth, conversion, return rates, and stock-outs.
- Local execution: Community events for gamers/creators keep premium traffic and referral loops alive.
2026 Outlook: What Matters for Sales Teams
Two variables drive the year: demand for on-device AI and gaming upgrades, and the direction of costs and confidence. Guidance is constructive, but cost pressure is real. The playbook is simple: sustain the premium mix while making it easier to buy.
- Calendar the cycle: Major game drops, GPU/CPU refreshes, and back-to-school. Staff and stock accordingly.
- Appointment selling: Book 30-minute build consults; pre-qualify budgets and workloads.
- BOPIS + same-day setup: Turn online intent into in-store upsell and configuration revenue.
- Upskill the floor: Train on NPUs, VRAM, memory bandwidth, and game performance targets.
Quick FAQs
- Why are AI laptops boosting sales in 2025?
They run new features locally and faster. Older devices struggle, so customers upgrade even at higher prices. - Is gaming hardware demand slowing in the UK?
It remains steady. New titles and features push frequent upgrades across consoles, PCs, and accessories. - How is Currys handling rising retail costs?
By selling more premium products, running fewer loss-leading promos, and keeping key stock available to limit discounting.
Useful Resources
Currys PLC - Investor Relations (official updates and reports)
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Disclaimer
The content shared by Meyka AI PTY LTD is solely for research and informational purposes. Meyka is not a financial advisory service, and the information provided should not be considered investment or trading advice.
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