Eons Founder on Mushrooms and Mental Health

Lawmakers worldwide are recognizing the medicinal benefits of natural compounds, such as those in cannabis and mushrooms. Once considered dangerous “drugs,” both are now widely legal, and both are the focus of entrepreneur Alex Wolfe.

He co-founded a cannabis business in 2017, built a 650,000 sq. ft. growing facility, and took the company public. He now runs a mushroom-based nutritional supplement company called Eons, which he launched in 2021.

In our recent conversation, he shared the mission of Eons, the challenges of regulated industries, and more. Our entire audio is embedded below. The transcript has been edited for clarity and length.

Eric Bandholz: Give us your rundown.

Alex Wolfe: I’ve launched and sold several companies. The latest is Eons. It’s a nutritional supplement business combining mushrooms and biotechnology. Our goal is to make a massive impact on mental health.

In 2017, I co-founded what became one of the largest cannabis companies in Canada. We built a 650,000-square-foot facility in Quebec, got it licensed, and took it public. That experience taught me valuable lessons in entrepreneurship. It was a wild two-year ride.

Mushrooms have the potential to impact both physical health and mental health, even on a spiritual level. My current focus is how mushrooms, especially in microdoses, can heal and improve mental well-being.

Trailblazing so-called “high-risk” industries like cannabis and mushrooms has challenges, especially with banking, payment processors, and marketing. But we eventually found solutions. Some people were willing to take a chance and work with us. If you’re determined, there’s always a way to make things work. Even now, as we bring a legal psychedelic microdose product to market, we face regulatory hurdles. But we always manage to find solutions.

Bandholz: What are the hurdles?

Wolfe: Psychedelics encompass a broad category. The word itself means “soul-revealing,” helping people access parts of their consciousness. Many psychedelics have mind-altering effects, ranging from mild to intense. Microdosing is on the tame end, yet it can be incredibly healing when done with intention.

At Eons, we focus on responsibly stewarding psychedelic mushrooms to show people that microdosing, when done correctly, can have amazing benefits without downside side effects. Our flagship product, Dialed, is a true microdose with 14 patents on its delivery technology, allowing precise dosing and quick onset. It helps people move from stress and anxiety to calm and observe their thoughts.

Bandholz: How do you market Eons?

Wolfe: We’re careful about making claims. Dialed falls under the dietary supplement category, so we can’t say certain things. But we’re heavily focused on science and data to support the product’s effects.

My business partner leads our research efforts. We’re exploring natural psychedelic compounds that can benefit mental health without causing hallucinogenic effects. Over time, Dialed repairs the GABA receptors in the brain, which regulate fear and anxiety. After using it for three to four weeks, people often notice that triggers no longer cause stress.

We’re working on brain mapping and neuroscience to show how it creates new neural pathways, helping people respond to situations in healthier ways.

Our marketing strategy, again, is rooted in science and data. We’re conducting a study with 100 veterans to show how Dialed helps with anxiety, post-traumatic stress syndrome, and addiction issues. Many veterans struggle with mental health, and if we can demonstrate the product’s impact on their well-being, it’s a win-win.

The data we collect will boost credibility and legitimacy. We also want to help young men and women struggling with social media comparison and identity issues. Our goal is to impact mental health and societal challenges positively.

Bandholz: Where can people support you?

Wolfe: Find us at Eons.com and follow us on Instagram. I’m on LinkedIn and Instagram.

Charts: U.S. TikTok Shop BFCM Sales 2024

Adobe estimates U.S. shoppers spent $41.1 billion online in the five days from Thanksgiving 2024 through Cyber Monday. Shopify says global merchants on its platform received $11.5 billion in revenue from Black Friday through Cyber Monday.

The $137.14 million in sales on TikTok Shop for 2024 Black Friday ($85.9 million) and Cyber Monday ($51.24 million) may seem small, but the platform is little more than a year old, with growth rates far exceeding most retailers and marketplaces.

Charm.io is a U.S.-based data provider helping retailers, sales teams, and investors with in-depth industry analytics, including the TikTok Shop performance metrics in this recap.

According to Charm, from Black Friday 2024 through Cyber Monday, Tarte Cosmetics (makeup) emerged as the top-performing brand on U.S. TikTok Shop, generating an impressive $15.33 million in revenue. Goli Nutrition (supplements) followed with $9.17 million, and Halara (female apparel) secured the third spot with $7.28 million.

–

The top-performing products highlighted diverse consumer interests. The Flybird Vibration Plate Exercise Machine led with $1.17 million in revenue from 15,940 sold units, followed by the Rhino USA Retractable Ratchet Straps ($981,190, 21,0000 units) and the ecozy Nugget Ice Maker ($930,650, 8,360 units).

–

U.S. TikTok Shop’s top categories from Black Friday through Cyber Monday underscored broad consumer appeal. “Beauty & Personal Care” led with $51.11 million in revenue, followed by “Womenswear” with $26.47 million, and “Sports & Outdoors” at $19.21 million.

–

Per Charm.io, livestreams were a powerful sales driver, with the 14-hour “Black Friday Knockout!” from Canvas Beauty Brand (hair and skin products) generating $2.10 million in revenue from 2.25 million viewers. The “Cyber Monday Mega Live” 10-hour event from Simply Mandys (cosmetics)  stood out with $667,430 in sales and 1.49 million viewers.

OpenAI’s “12 days of shipmas” tell us a lot about the AI arms race

This week, OpenAI announced what it calls the 12 days of OpenAI, or 12 days of shipmas. On December 4, CEO Sam Altman took to X to announce that the company would be “doing 12 days of openai. each weekday, we will have a livestream with a launch or demo, some big ones and some stocking stuffers.”

The company will livestream about new products every morning for 12 business days in a row during December. It’s an impressive-sounding (and media-savvy) schedule, to be sure. But it also speaks to how tight the race between the AI bigs has become, and also how much OpenAI is scrambling to build more revenue.

While it remains to be seen whether or not they’ve got AGI in a pear tree up their sleeve, and maybe putting aside whether or not Sam Altman is your true love, the man can ship. OpenAI has been a monster when it comes to actually getting new products out the door and into the hands of users. It’s hard for me to believe that it was just two years ago, almost exactly, that it released ChatGPT. That was a world-changing release, but was also just one of many. The company has been on an absolute tear:  Since 2022, it’s shipped DALL-E 2, DALL-E 3, GPT-4, ChatGPT Plus, a realtime API, GPT-4o, an advanced voice mode, a preview version of a new model called o1, and a web search engine. And that’s just a partial list.

When it kicked off its 12-days shenanigans on Thursday, it was with an official roll out of OpenAI o1 and a new, $200-per-month service called ChatGPT Pro. Friday morning, it followed that up with an announcement about a new model customization technique.

If the point you have taken away from all this is that OpenAI is very, very bad at naming things, you would be right. But! There’s another point to be made, which is that the stuff it is shipping is not coming out in a vacuum anymore, as it was two years ago. When DALL-E 2 shipped, OpenAI seemed a little like the only game in town. That was still mostly true when ChatGPT came out a few months later. But those releases sent Google into full-on freakout mode, issuing a “code red” to catch up. And then it was off to the races.

Now, there is a full-scale sprint happening between OpenAI, Google (which released its Gemini models to the public almost exactly a year ago), Anthropic (which was founded by a bunch of OpenAI formers), Meta, and, to some extent, Microsoft (OpenAI’s partner).

To wit: A little over a month ago, Anthropic unveiled a bananas demo of its chatbot Claude’s ability to use a computer. On Thursday (aka: the first day of shipmas), Microsoft announced a version of CoPilot that can follow along with you while you browse the web using AI vision. And ahead of what is widely predicted to be OpenAI’s biggest release of shipmas, its new video generation tool Sora, Google jumped ahead with its own generative video product, Veo (although it has not released it widely to the public yet).

Oh. There was also one other announcement from OpenAI, just ahead of shipmas, that seems relevant. On Wednesday, it announced a new partnership with defense contractor Anduril. Some of you may remember that OpenAI is the company that had once pledged not to let its technology be used for weapons development or the military. As James O’Donnell points out, “OpenAI’s policies banning military use of its technology unraveled in less than a year.”

This is notable in its own right, but also in crystallizing just how much OpenAI needs cold hard cash. See also: the new $200-per-month ChatGPT Pro tier. (And while recurring revenue from users will bring in some much-needed cash flow, there is a fortune in defense spending.) In addition, the company is looking into bringing paid advertisements to its services, according to its CFO Sarah Friar in an interview with the FT way back in … (checks watch) … Monday.

As has been oft-discussed, OpenAI is just incinerating piles of money. It’s on track to lose billions and billions of dollars for several more years. It has to start bringing in more revenue, lots more. And to do that it has to stay ahead of its rivals. And to do that, it has to get new, compelling products to market that are better in some way than what its competitors offer. Which means it has to ship. And monetize. And ship. And monetize. Because Google and Anthropic and Meta and a host of others are all going to keep coming out with new products, and new services too.

The arms race is on. And while the 12 days of shipmas may seem jolly, internally I bet it feels a lot more like Santa’s workshop on December 23. Pressure’s on. Time to deliver.

If someone forwarded you this edition of The Debrief, you can subscribe here. I appreciate your feedback on this newsletter. Drop me a line at mat.honan@technologyreview.com with any and all thoughts. And of course, I love tips.


Now read the rest of The Debrief

The News

• Bitcoin breaks $100,000 after Trump announces Paul Atkins as SEC pick. 

• China’s critical mineral ban is an opening salvo, not a kill shot. This is what it means for the US.

• OpenAI announced a deal with defense contractor Anduril. It’s a huge pivot. 

• In an effort to combat sophisticated disinformation campaigns, the US Department of Defense is investing in deepfake detection. 

• President-elect Trump names PayPal Mafia member, All-in Podcast host, and former Yammer CEO David Sacks as White House AI and crypto Czar. 

• An appeals court upheld the US’ TikTok ban. It’s likely going to the Supreme Court.


The Chat

Every week, I talk to one of MIT Technology Review’s journalists to go behind the scenes of a story they are working on. This week, I hit up Amanda Silverman, our features and investigations editor, about our big story on the way the war in Ukraine is reshaping the tech sector in eastern Europe.

Mat: Amanda, we published a story this week from Peter Guest that’s about the ways civilian tech is being repurposed for the war in Ukraine. I could be wrong, but ultimately I think it showed how warfare has truly changed thanks to inexpensive, easily-built tech products. Is that right?

Amanda: I think that’s pretty spot on. Though maybe it’s more accurate to say, less expensive, more-easily-built tech products. It’s all relative, right? Like, the retrofitted consumer drones that have been so prevalent in Ukraine over the past few years are vastly cheaper than traditional weapons systems, and what we’re seeing now is that lots of other tech that was initially developed for civilian purposes—like, Pete reported on a type of scooter—are being sent to the front. And again, these are much, much cheaper than traditional weaponry. And they can be developed and shipped out really quickly.

The other thing Pete found was that this tech is being quickly reworked to respond to battlefield feedback—like that scooter has been customized to carry NATO standard-sized bullet boxes. I can’t imagine that happening in the old way of doing things.

Mat: It’s move fast and (hope not to) break things, but for war…. There is also this other, much scarier idea in there, which is that the war is changing, maybe has changed, Eastern Europe’s tech sector. What did Pete find is happening there?

Amanda: So a lot of the countries neighboring Ukraine are understandably pretty freaked out by what happened there and how the country had to turn on a dime to respond to the full-scale invasion by Russia. At the same time, Pete found that a lot of people in these countries, particularly in Latvia and particularly leading tech startups, have been inspired by how Ukrainians mobilized for the war and they’re trying to sort of get ahead of the potential enemy and get ready for a conflict within their borders. It’s not all scary, to be clear. It’s arguably somewhat thrilling to see all this innovation happening so quickly and to have some of the more burdensome red tape removed.

Mat: Okay so Russia’s neighbors are freaked out, as you say, understandably. Did anything about this story freak you out?

Amanda: Yeah, it’s impossible to ignore that there is a huge, scary risk here, too: as these companies develop new tech for war, they have an unprecedented opportunity to test it out in Ukraine without going through the traditional development and procurement process—which can be slow and laborious, sure, but also includes a lot of important testing, checks and balances, and more to prevent fraud and lots of other abuses and dangers. Like, Pete nods to how Clearview AI was deploying its tech to identify Russian war dead, which is scary in and of itself and also may violate the Geneva Conventions.

Mat: And then I’m curious, what do you look for when you are assigning a story like this? What caught your attention?

Amanda: I felt like I’d read quite a bit about the total mobilization of Ukrainian society (including a story from Pete inWired). But I had sort of thought about all this activity as happening in a bit of a vacuum. Or at least in a limited sense, within Ukrainian borders. Of course, the US and our European allies are sending loads of money and loads of weapons but (at least as I understand it) they’re largely weapons we already have in our arsenals. So when Pete pitched us this story about how the war was reshaping the tech sector of Ukraine’s neighbors, particularly civilian tech, I was really intrigued.


The Recommendation

Several weeks ago, we had our e-bike stolen. Some guy with an angle iron cut the lock. And as it turned out, our insurance didn’t cover the loss because the bike (like almost all e-bikes) had a top speed above 15 mph. As I came to learn, this is not uncommon. But you know what is common? E-bike theft. The police told us there is little chance of recovering our bike—in large part because we did not have a tracker attached to it. It was an all-around frustrating experience.  We replaced the bike, and this time I’ve invested in one of these Elevation Labs waterproof mounts to affix an AirTag to the frame, hidden away below the seat. They have a whole line of mounts, a few of which are bike-specific. Much cheaper than a new bike. They make a good stocking stuffer.

Beardbrand Shifts to Growth, New Channels

I occasionally focus an “Ecommerce Conversations” episode on Beardbrand, my business. I do that not to promote the company but to share our challenges and successes in the hopes of helping others.

In 2024 alone, I’ve addressed last year’s sales decline, continued hurdles, and the hassle of changing fulfillment providers. I also interviewed our attorney, who successfully defended us in a lawsuit alleging accessibility violations.

We’ve now overcome many of our operational setbacks. We had to relaunch certain products and switch our manufacturer. We’ve moved to a warehouse here in Texas, which gives us more oversight. With these problems solved, the focus shifts back to growth and finding new channels.

That’s what I’ll discuss in this episode. My entire audio is embedded below. The transcript is edited for clarity and length.

Black Friday, Cyber Monday

Our 2024 Black Friday and Cyber Monday campaigns didn’t meet expectations. Traditionally, our BFCM focus is product launches instead of discounting. We wanted to introduce a new product for Black Friday, but the launch was delayed until Cyber Monday and then pushed to mid-December. This disrupted our holiday selling. Sales weren’t down, but the missed product launch made a noticeable dent.

Last year, we introduced a bundling promo — buy three items, get a fourth free — and it performed so well that we kept it as a permanent feature. We had no similar Black Friday promo this year. We considered a subscription-based discount but decided against it due to concerns about sending the wrong message to customers and the potential complexity of managing it.

I also sent an email inadvertently encouraging customers to wait for Cyber Monday instead of taking advantage of Black Friday deals.

Cyber Monday was our best revenue day since Black Friday 2023. We had planned to launch our utility deodorant this year, but it too got pushed to mid-December.

We reverted on Monday to offering pre-launch pricing to loyal customers. They had a short window to purchase the product at a lower price. This strategy is my preferred way to handle discounts because it feels less like a markdown and more like a product release with dynamic pricing.

We sent three emails throughout Cyber Monday promoting the eventual launch, which helped boost sales. However, there were some logistical hiccups. Our pre-launch pricing wasn’t displaying correctly, and we had to fix it last minute. Despite the challenges, the promo went well, and we hit our sales goals.

Sales Growth

November 2024 sales were up about 8% compared to last year. However, we’re replacing lost organic YouTube sales with ads. In 2022, 48% of new customer sales came from YouTube, generating roughly $670,000. By 2023, that dropped to $366,000; this year, we’ll be lucky to reach $250,000. With YouTube becoming less effective, we’ve had to shift to social platforms such as Facebook and X, bringing our overall 2024 advertising spend 75% higher than last year.

Adapting for 2025

As we move to 2025, we’re in a better place operationally, but we need growth channels. Beardbrand’s products are consumable — ideally, customers will reorder. We may explore new fragrances or product sizes in 2025 but won’t go overboard with launches. The goal is to focus on top-selling products with consistent customer education and communication.

Our business is fundamentally shifting. We must assess the growth potential of organic channels such as YouTube or, instead, shift to advertising for customer acquisition.

I never set sales targets. I focus instead on the inputs and let the outputs follow. Businesses should appreciate the hard work and effort, regardless of whether it pans out. Factors like timing, market conditions, and even packaging can influence success, as can a bit of luck.

Ultimately, it’s essential to enjoy the journey. Every day is a gift. There’s no right or wrong way to build a business — it’s about aligning it with your values and goals. That’s the beauty of being an entrepreneur.

How the Ukraine-Russia war is reshaping the tech sector in Eastern Europe

At first glance, the Mosphera scooter may look normal—just comically oversized. It’s like the monster truck of scooters, with a footplate seven inches off the ground that’s wide enough to stand on with your feet slightly apart—which you have to do to keep your balance, because when you flip the accelerator with a thumb, it takes off like a rocket. While the version I tried in a parking lot in Riga’s warehouse district had a limiter on the motor, the production version of the supersized electric scooter can hit 100 kilometers (62 miles) per hour on the flat. The all-terrain vehicle can also go 300 kilometers on a single charge and climb 45-degree inclines. 

Latvian startup Global Wolf Motors launched in 2020 with a hope that the Mosphera would fill a niche in micromobility. Like commuters who use scooters in urban environments, farmers and vintners could use the Mosphera to zip around their properties; miners and utility workers could use it for maintenance and security patrols; police and border guards could drive them on forest paths. And, they thought, maybe the military might want a few to traverse its bases or even the battlefield—though they knew that was something of a long shot.

When co-founders Henrijs Bukavs and Klavs Asmanis first went to talk to Latvia’s armed forces, they were indeed met with skepticism—a military scooter, officials implied, didn’t make much sense—and a wall of bureaucracy. They found that no matter how good your pitch or how glossy your promo video (and Global Wolf’s promo is glossy: a slick montage of scooters jumping, climbing, and speeding in formation through woodlands and deserts), getting into military supply chains meant navigating layer upon layer of officialdom.

Then Russia launched its full-scale invasion of Ukraine in February 2022, and everything changed. In the desperate early days of the war, Ukrainian combat units wanted any equipment they could get their hands on, and they were willing to try out ideas—like a military scooter—that might not have made the cut in peacetime. Asmanis knew a Latvian journalist heading to Ukraine; through the reporter’s contacts, the startup arranged to ship two Mospheras to the Ukrainian army. 

Within weeks, the scooters were at the front line—and even behind it, being used by Ukrainian special forces scouts on daring reconnaissance missions. It was an unexpected but momentous step for Global Wolf, and an early indicator of a new demand that’s sweeping across tech companies along Ukraine’s borders: for civilian products that can be adapted quickly for military use.

COURTESY OF GLOBAL WOLF

Global Wolf’s high-definition marketing materials turned out to be nowhere near as effective as a few minutes of grainy phone footage from the war. The company has since shipped out nine more scooters to the Ukrainian army, which has asked for another 68. Where Latvian officials once scoffed, the country’s prime minister went to see Mosphera’s factory in April 2024, and now dignitaries and defense officials from the country are regular visitors. 

It might have been hard a few years ago to imagine soldiers heading to battle on oversized toys made by a tech startup with no military heritage. But Ukraine’s resistance to Russia’s attacks has been a miracle of social resilience and innovation—and the way the country has mobilized is serving both a warning and an inspiration to its neighbors. They’ve watched as startups, major industrial players, and political leaders in Ukraine have worked en masse to turn civilian technology into weapons and civil defense systems. They’ve seen Ukrainian entrepreneurs help bootstrap a military-industrial complex that is retrofitting civilian drones into artillery spotters and bombers, while software engineers become cyberwarriors and AI companies shift to battlefield intelligence. Engineers work directly with friends and family on the front line, iterating their products with incredible speed.

Their successes—often at a fraction of the cost of conventional weapons systems—have in turn awakened European governments and militaries to the potential of startup-style innovation and startups to the potential dual uses of their products, meaning ones that have legitimate civilian applications but can be modified at scale to turn them into weapons. 

This heady mix of market demand and existential threat is pulling tech companies in Latvia and the other Baltic states into a significant pivot. Companies that can find military uses for their products are hardening them and discovering ways to get them in front of militaries that are increasingly willing to entertain the idea of working with startups. It’s a turn that may only become more urgent if the US under incoming President Donald Trump becomes less willing to underwrite the continent’s defense.

But while national governments, the European Union, and NATO are all throwing billions of dollars of public money into incubators and investment funds—followed closely by private-sector investors—some entrepreneurs and policy experts who have worked closely with Ukraine warn that Europe might have only partially learned the lessons from Ukraine’s resistance.

If Europe wants to be ready to meet the threat of attack, it needs to find new ways of working with the tech sector. That includes learning how Ukraine’s government and civil society adapted to turn civilian products into dual-use tools quickly and cut through bureaucracy to get innovative solutions to the front. Ukraine’s resilience shows that military technology isn’t just about what militaries buy but about how they buy it, and about how politics, civil society, and the tech sector can work together in a crisis. 

“[Ukraine], unfortunately, is the best defense technology experimentation ground in the world right now. If you are not in Ukraine, then you are not in the defense business.”

“I think that a lot of tech companies in Europe would do what is needed to do. They would put their knowledge and skills where they’re needed,” says Ieva Ilves, a veteran Latvian diplomat and technology policy expert. But many governments across the continent are still too slow, too bureaucratic, and too worried that they might appear to be wasting money, meaning, she says, that they are not necessarily “preparing the soil for if [a] crisis comes.”

“The question is,” she says, “on a political level, are we capable of learning from Ukraine?”

Waking up the neighbors

Many Latvians and others across the Baltic nations feel the threat of Russian aggression more viscerally than their neighbors in Western Europe. Like Ukraine, Latvia has a long border with Russia and Belarus, a large Russian-speaking minority, and a history of occupation. Also like Ukraine, it has been the target of more than a decade of so-called “hybrid war” tactics—cyberattacks, disinformation campaigns, and other attempts at destabilization—directed by Moscow. 

Since Russian tanks crossed into Ukraine two-plus years ago, Latvia has stepped up its preparations for a physical confrontation, investing more than €300 million ($316 million) in fortifications along the Russian border and reinstating a limited form of conscription to boost its reserve forces. Since the start of this year, the Latvian fire service has been inspecting underground structures around the country, looking for cellars, parking garages, and metro stations that could be turned into bomb shelters.

And much like Ukraine, Latvia doesn’t have a huge military-industrial complex that can churn out artillery shells or tanks en masse. 

What it and other smaller European countries can produce for themselves—and potentially sell to their allies—are small-scale weapons systems, software platforms, telecoms equipment, and specialized vehicles. The country is now making a significant investment in tools like Exonicus, a medical technology platform founded 11 years ago by Latvian sculptor Sandis Kondrats. Users of its augmented-reality battlefield-medicine training simulator put on a virtual reality headset that presents them with casualties, which they have to diagnose and figure out how to treat. The all-digital training saves money on mannequins, Kondrats says, and on critical field resources.

“If you use all the medical supplies on training, then you don’t have any medical supplies,” he says. Exonicus has recently broken into the military supply chain, striking deals with the Latvian, Estonian, US, and German militaries, and it has been training Ukrainian combat medics.

Medical technology company Exonicus has created an augmented-reality battlefield-medicine training simulator that presents users with casualties, which they have to diagnose and figure out how to treat.
GATIS ORLICKIS/BALTIC PICTURES

There’s also VR Cars, a company founded by two Latvian former rally drivers, that signed a contract in 2022 to develop off-road vehicles for the army’s special forces. And there is Entangle, a quantum encryption company that sells widgets that turn mobile phones into secure communications devices, and has recently received an innovation grant from the Latvian Ministry of Defense.

Unsurprisingly, a lot of the focus in Latvia has been on unmanned aerial vehicles (UAVs), or drones, which have become ubiquitous on both sides fighting in Ukraine, often outperforming weapons systems that cost an order of magnitude more. In the early days of the war, Ukraine found itself largely relying on machines bought from abroad, such as the Turkish-made Bayraktar strike aircraft and jury-rigged DJI quadcopters from China. It took a while, but within a year the country was able to produce home-grown systems.

As a result, a lot of the emphasis in defense programs across Europe is on UAVs that can be built in-country. “The biggest thing when you talk to [European ministries of defense] now is that they say, ‘We want a big amount of drones, but we also want our own domestic production,’” says Ivan Tolchinsky, CEO of Atlas Dynamics, a drone company headquartered in Riga. Atlas Dynamics builds drones for industrial uses and has now made hardened versions of its surveillance UAVs that can resist electronic warfare and operate in battlefield conditions.

Agris Kipurs founded AirDog in 2014 to make drones that could track a subject autonomously; they were designed for people doing outdoor sports who wanted to film themselves without needing to fiddle with a controller. He and his co-founders sold the company to a US home security company, Alarm.com, in 2020. “For a while, we did not know exactly what we would build next,” Kipurs says. “But then, with the full-scale invasion of Ukraine, it became rather obvious.”

His new company, Origin Robotics, has recently “come out of stealth mode,” he says, after two years of research and development. Origin has built on the team’s experience in consumer drones and its expertise in autonomous flight to begin to build what Kipurs calls “an airborne precision-guided weapon system”—a guided bomb that a soldier can carry in a backpack. 

The Latvian government has invested in encouraging startups like these, as well as small manufacturers, to develop military-capable UAVs by establishing a €600,000 prize fund for domestic drone startups and a €10 million budget to create a new drone program, working with local and international manufacturers. 

VR Cars was founded by two Latvian former rally drivers and has developed off-road vehicles for the army’s special forces.

Latvia is also the architect and co-leader, with the UK, of the Drone Coalition, a multicountry initiative that’s directing more than €500 million toward building a drone supply chain in the West. Under the initiative, militaries run competitions for drone makers, rewarding high performers with contracts and sending their products to Ukraine. Its grantees are often not allowed to publicize their contracts, for security reasons. “But the companies which are delivering products through that initiative are new to the market,” Kipurs says. “They are not the companies that were there five years ago.”

Even national telecommunications company LMT, which is partly government owned, is working on drones and other military-grade hardware, including sensor equipment and surveillance balloons. It’s developing a battlefield “internet of things” system—essentially, a system that can track in real time all the assets and personnel in a theater of war. “In Latvia, more or less, we are getting ready for war,” says former naval officer Kaspars Pollaks, who heads an LMT division that focuses on defense innovation. “We are just taking the threat really seriously. Because we will be operationally alone [if Russia invades].”

The Latvian government’s investments are being mirrored across Europe: NATO has expanded its Defence Innovation Accelerator for the North Atlantic (DIANA) program, which runs startup incubators for dual-use technologies across the continent and the US, and launched a separate €1 billion startup fund in 2022. Adding to this, the European Investment Fund, a publicly owned investment company, launched a €175 million fund-of-funds this year to support defense technologies with dual-use potential. And the European Commission has earmarked more than €7 billion for defense research and development between now and 2027. 

Private investors are also circling, looking for opportunities to profit from the boom. Figures from the European consultancy Dealroom show that fundraising by dual-use and military-tech companies on the continent was just shy of $1 billion in 2023—up nearly a third over 2022, despite an overall slowdown in venture capital activity. 

Atlas Dynamics builds drones for industrial uses and now makes hardened versions that can resist electronic warfare and operate in battlefield conditions.
ATLAS AERO

When Atlas Dynamics started in 2015, funding was hard to come by, Tolchinsky says: “It’s always hard to make it as a hardware company, because VCs are more interested in software. And if you start talking about the defense market, people say, ‘Okay, it’s a long play for 10 or 20 years, it’s not interesting.’” That’s changed since 2022. “Now, what we see because of this war is more and more venture capital that wants to invest in defense companies,” Tolchinsky says.

But while money is helping startups get off the ground, to really prove the value of their products they need to get their tools in the hands of people who are going to use them. When I asked Kipurs if his products are currently being used in Ukraine, he only said: “I’m not allowed to answer that question directly. But our systems are with end users.”

Battle tested

Ukraine has moved on from the early days of the conflict, when it was willing to take almost anything that could be thrown at the invaders. But that experience has been critical in pushing the government to streamline its procurement processes dramatically to allow its soldiers to try out new defense-tech innovations. 

a soldier's hands as he kneels on the ground to assemble a UAV

Origin Robotics has built on a history of producing consumer drones to create a guided bomb that a soldier can carry in a backpack. 

This system has, at times, been chaotic and fraught with risk. Fake crowdfunding campaigns have been set up to scam donors and steal money. Hackers have used open-source drone manuals and fake procurement contracts in phishing attacks in Ukraine. Some products have simply not worked as well at the front as their designers hoped, with reports of US-made drones falling victim to Russian jamming—or even failing to take off at all. 

Technology that doesn’t work at the front puts soldiers at risk, so in many cases they have taken matters into their own hands. Two Ukrainian drone makers tell me that military procurement in the country has been effectively flipped on its head: If you want to sell your gear to the armed forces, you don’t go to the general staff—you go directly to the soldiers and put it in their hands. Once soldiers start asking their senior officers for your tool, you can go back to the bureaucrats and make a deal.

Many foreign companies have simply donated their products to Ukraine—partly out of a desire to help, and partly because they’ve identified a (potentially profitable) opportunity to expose them to the shortened innovation cycles of conflict and to get live feedback from those fighting. This can be surprisingly easy as some volunteer units handle their own parallel supply chains through crowdfunding and donations, and they are eager to try out new tools if someone is willing to give them freely. One logistics specialist supplying a front line unit, speaking anonymously as he’s not authorized to talk to the media, tells me that this spring, they turned to donated gear from startups in Europe and the US to fill gaps left by delayed US military aid, including untested prototypes of UAVs and communications equipment. 

All of this has allowed many companies to bypass the traditionally slow process of testing and demonstrating their products, for better and worse.

Tech companies’ rush into the conflict zone has unnerved some observers, who are worried that by going to war, companies have sidestepped ethical and safety concerns over their tools. Clearview AI gave Ukraine access to its controversial facial recognition tools to help identify Russia’s war dead, for example, sparking moral and practical questions over accuracy, privacy, and human rights—publishing images of those killed in war is arguably a violation of the Geneva Convention. Some high-profile tech executives, including Palantir CEO Alex Karp and former Google CEO-turned-military-tech-investor Eric Schmidt, have used the conflict to try to shift the global norms for using artificial intelligence in war, building systems that let machines select targets for attacks—which some experts worry is a gateway into autonomous “killer robots.”

LMT’s Pollaks says he has visited Ukraine often since the war began. Though he declines to give more details, he euphemistically describes Ukraine’s wartime bureaucracy as “nonstandardized.” If you want to blow something up in front of an audience in the EU, he says, you have to go through a whole lot of approvals, and the paperwork can take months, even years. In Ukraine, plenty of people are willing to try out your tools.

“[Ukraine], unfortunately, is the best defense technology experimentation ground in the world right now,” Pollaks says. “If you are not in Ukraine, then you are not in the defense business.”

Jack Wang, principal at UK-based venture capital fund Project A, which invests in military-tech startups, agrees that the Ukraine “track” can be incredibly fruitful. “If you sell to Ukraine, you get faster product and tech iteration, and live field testing,” he says. “The dollars might vary. Sometimes zero, sometimes quite a bit. But you get your product in the field faster.” 

The feedback that comes from the front is invaluable. Atlas Dynamics has opened an office in Ukraine, and its representatives there work with soldiers and special forces to refine and modify their products. When Russian forces started jamming a wide band of radio frequencies to disrupt communication with the drones, Atlas designed a smart frequency-hopping system, which scans for unjammed frequencies and switches control of the drone over to them, putting soldiers a step ahead of the enemy.

At Global Wolf, battlefield testing for the Mosphera has led to small but significant iterations of the product, which have come naturally as soldiers use it. One scooter-related problem on the front turned out to be resupplying soldiers in entrenched positions with ammunition. Just as urban scooters have become last-mile delivery solutions in cities, troops found that the Mosphera was well suited to shuttling small quantities of ammo at high speeds across rough ground or through forests. To make this job easier, Global Wolf tweaked the design of the vehicle’s optional extra trailer so that it perfectly fits eight NATO standard-sized bullet boxes.

Within weeks of Russia’s full-scale invasion, Mosphera scooters were at Ukraine’s front line—and even behind it, being used by Ukrainian special forces scouts.
GLOBAL WOLF

Some snipers prefer the electric Mosphera to noisy motorbikes or quads, using the vehicles to weave between trees to get into position. But they also like to shoot from the saddle—something they couldn’t do from the scooter’s footplate. So Global Wolf designed a stable seat that lets shooters fire without having to dismount. Some units wanted infrared lights, and the company has made those, too. These types of requests give the team ideas for new upgrades: “It’s like buying a car,” Asmanis says. “You can have it with air conditioning, without air conditioning, with heated seats.”

Being battle-tested is already proving to be a powerful marketing tool. Bukavs told me he thinks defense ministers are getting closer to moving from promises toward “action.” The Latvian police have bought a handful of Mospheras, and the country’s military has acquired some, too, for special forces units. (“We don’t have any information on how they’re using them,” Asmanis says. “It’s better we don’t ask,” Bukavs interjects.) Military distributors from several other countries have also approached them to market their units locally. 

Although they say their donations were motivated first and foremost by a desire to help Ukraine resist the Russian invasion, Bukavs and Asmanis admit that they have been paid back for their philanthropy many times over. 

Of course, all this could change soon, and the Ukraine “track” could very well be disrupted when Trump returns to office in January. The US has provided more than $64 billion worth of military aid to Ukraine since the start of the full-scale invasion. A significant amount of that has been spent in Europe, in what Wang calls a kind of “drop-shipping”—Ukraine asks for drones, for instance, and the US buys them from a company in Europe, which ships them directly to the war effort. 

Wang showed me a recent pitch deck from one European military-tech startup. In assessing the potential budgets available for its products, it compares the Ukrainian budget, which was in the tens of millions of dollars, and the “donated from everybody else” budget, which was a billion dollars. A large amount of that “everybody else” money comes from the US.

If, as many analysts expect, the Trump administration dramatically reduces or entirely stops US military aid to Ukraine, these young companies focused on military tech and dual-use tech will likely take a hit. “Ideally, the European side will step up their spending on European companies, but there will be a short-term gap,” Wang says.

A lasting change? 

Russia’s full-scale invasion exposed how significantly the military-industrial complex in Europe has withered since the Cold War. Across the continent, governments have cut back investments in hardware like ships, tanks, and shells, partly because of a belief that wars would be fought on smaller scales, and partly to trim their national budgets. 

“After decades of Europe reducing its combat capability,” Pollaks says, “now we are in the situation we are in. [It] will be a real challenge to ramp it up. And the way to do that, at least from our point of view, is real close integration between industry and the armed forces.”

This would hardly be controversial in the US, where the military and the defense industry often work closely together to develop new systems. But in Europe, this kind of collaboration would be “a bit wild,” Pollaks says. Militaries tend to be more closed off, working mainly with large defense contractors, and European investors have tended to be more squeamish about backing companies whose products could end up going to war.

As a result, despite the many positive signs for the developers of military tech, progress in overhauling the broader supply chain has been slower than many people in the sector would like.

Several founders of dual-use and military-tech companies in Latvia and the other Baltic states tell me they are often invited to events where they pitch to enthusiastic audiences of policymakers, but they never see any major orders afterward. “I don’t think any amount of VC blogging or podcasting will change how the military actually procures technology,” says Project A’s Wang. Despite what’s happening next door, Ukraine’s neighbors are still ultimately operating in peacetime. Government budgets remain tight, and even if the bureaucracy has become more flexible, layers upon layers of red tape remain.  

soldier in full camoflage firing a gun in a wooded area with smoke and several other soldiers out of focus behind him
Soldiers of the Latvian National Defense Service learn field combat skills in a training exercise.
GATIS INDRēVICS/ LATVIAN MINISTRY OF DEFENSE

Even Global Wolf’s Bukavs laments that a caravan of political figures has visited their factory but has not rewarded the company with big contracts. Despite Ukraine’s requests for the Mosphera scooters, for instance, they ultimately weren’t included in Latvia’s 2024 package of military aid due to budgetary constraints. 

What this suggests is that European governments have learned a partial lesson from Ukraine—that startups can give you an edge in conflict. But experts worry that the continent’s politics means it may still struggle to innovate at speed. Many Western European countries have built up substantial bureaucracies to protect their democracies from corruption or external influences. Authoritarian states aren’t so hamstrung, and they, too, have been watching the war in Ukraine closely. Russian forces are reportedly testing Chinese and Iranian drones at the front line. Even North Korea has its own drone program. 

The solution isn’t necessarily to throw out the mechanisms for accountability that are part of democratic society. But the systems that have been built up for good governance have led to fragility, sometimes leading governments to worry more about the politics of procurement than preparing for crises, according to Ilves and other policy experts I spoke to. 

“Procurement problems grow bigger and bigger when democratic societies lose trust in leadership,” says Ilves, who now advises Ukraine’s Ministry of Digital Transformation on cybersecurity policy and international cooperation. “If a Twitter [troll] starts to go after a defense procurement budget, he can start to shape policy.”

That makes it hard to give financial support to a tech company whose products you don’t need now, for example, but whose capabilities might be useful to have in an emergency—a kind of merchant marine for technology, on constant reserve in case it’s needed. “We can’t push European tech to keep innovating imaginative crisis solutions,” Ilves says. “Business is business. It works for money, not for ideas.” 

Even in Riga the war can feel remote, despite the Ukrainian flags flying from windows and above government buildings. Conversations about ordnance delivery and electronic warfare held in airy warehouse conversions can feel academic, even faintly absurd. In one incubator hub I visited in April, a company building a heavy-duty tracked ATV worked next door to an accounting software startup. On the top floor, bean bag chairs were laid out and a karaoke machine had been set up for a party that evening. 

A sense of crisis is needed to jolt politicians, companies, and societies into understanding that the front line can come to them, Ilves says: “That’s my take on why I think the Baltics are ahead. Unfortunately not because we are so smart, but because we have this sense of necessity.” 

Nevertheless, she says her experience over the past few years suggests there’s cause for hope if, or when, danger breaks through a country’s borders. Before the full-scale invasion, Ukraine’s government wasn’t exactly popular among the domestic business and tech communities. “And yet, they came together and put their brains and resources behind [the war effort],” she says. “I have a feeling that our societies are sometimes better than we think.” 

Peter Guest is a journalist based in London. 

Sales Report 2024: Thanksgiving, Black Friday, Cyber Monday

Online retailers enjoyed strong sales during “Cyber Five,” the five days from Thanksgiving through Cyber Monday and the traditional kickoff to the holiday shopping season.

According to Adobe Analytics, U.S. consumers set a record by spending $41.1 billion online during Cyber Five 2024, marking an 8.2% increase from last year’s total of $38 billion. For all of November through Cyber Monday (Nov. 1 through Dec. 2), consumers spent $131.5 billion online, a notable 9% rise over 2023.

Adobe compiles its data by analyzing ecommerce transactions across more than 1 trillion visits to U.S. retail sites, 100 million SKUs, and 18 product categories.

Cyber Monday sets a record

As in past years, Cyber Monday was the biggest online shopping day among the Cyber Five — and for the year. U.S. online sales for the day were $13.3 billion, up 7.3% compared 2023. During the peak hours, 8 p.m. to 10 p.m. EST, Cyber Monday shoppers spent $15.8 million online every minute, Adobe says.

Toys sold exceptionally well online during Cyber Monday. Adobe reports that toy sales on that day were 680% higher than on an average day in October 2024 — a comparison Adobe uses to measure the impact of the holiday season. Meanwhile, online sales of personal care products were 530% compared to an average October day. By the same measure, online jewelry sales were up 478%, appliances sales gained 464%, electronics gained 452%, and apparel sales grew 392%.

A significant development was artificial intelligence chatbots — ChatGPT, Gemini, Claude, more — a still small but fast-growing marketing channel. Adobe found that traffic to retail websites from chatbots increased an astounding 1,950% on Cyber Monday from 2023.

In addition, Adobe says sales attributed to “affiliates and partners,” which include social media influencers, represented 20.3% of Cyber Monday sales.

Adobe found that consumers made a record $991.2 million in Cyber Monday purchases using buy-now pay-later, up 5.5% year over year. Most (75.2%) of those BNPL transactions took place on mobile devices.

Thanksgiving, Black Friday

While Cyber Monday was record-setting, Thanksgiving (Nov. 28) and Black Friday (Nov. 29) also grew from the prior year, Adobe says. Thanksgiving online sales reached $6.1 billion, up 8.8% compared with 2023’s Turkey Day. Online sales on Black Friday hit $10.8 billion, up 10.2% from the comparable day last year.

“Early discounts were strong enough that many consumers felt comfortable hitting the buy button earlier in Cyber Week, with Cyber Monday becoming ‘last call’ for shoppers to take advantage of big holiday deals,” Vivek Pandya, lead analyst, Adobe Digital Insights, said in a statement.

Adobe expects online sales for the 2024 holiday season (Nov. 1 through Dec. 31) to reach $240.8 billion, up 8.4% from $222.1 billion in 2023.

Meanwhile, the National Retail Federation’s annual survey confirmed shoppers were out in force during the Cyber Five.

NRF estimates a record 197 million Americans shopped (online and offline) in the 5 days, surpassing NRF’s initial expectations of 183.4 million. Online shoppers totaled 124.3 million, down from 134.2 million last year, while 126 million consumers shopped in-store, up from 121.4 million in 2023.

More mobile

Adobe predicts 2024 will be the “most mobile” year for online holiday sales, and so far, it has. From Nov. 1 through Dec. 2, Adobe says 53.1% of online purchases — totaling $69.8 — came from mobile devices (smartphones and tablets). This is 14.1% higher than in 2023 and reflects the growing mobile shopping trend.

On Cyber Monday, Adobe says 57% of online purchases — $7.6 billion — were on mobile, compared to 33% in 2019, five years ago.

Consumers appear confident

With about 20 shopping days left until Christmas, consumers’ moods could determine a mediocre versus a good year for retailers. Two days before Thanksgiving, The Conference Board, a business think tank, released a report indicating consumers are in a spending mood.

The group’s Consumer Confidence Index increased in November to its highest level since July 2023, marking the second consecutive month of increased optimism. The index grew to 111.7, up 2.1 points from 109.6 in October. A level above 100 generally indicates consumers are confident about the economy, which bodes well for the retail industry.

Entrepreneur on Business and Divorce

Brenden Marquardt knows the effect of entrepreneurship on a marriage. He’s the co-owner of Lori Beds, a direct-to-consumer seller of Murphy beds, those that fold into a wall, and the now-divorced father of two children in grade school.

Unlike most divorced entrepreneurs, Marquardt chooses to publicly share his experience in the hopes of helping others.

He did that recently in our conversation, his second on the podcast. Our entire audio is embedded below. The transcript is edited for length and clarity.

Eric Bandholz: Give us a rundown of who you are.

Brenden Marquardt: I co-own Lori Beds with my brother, Kyle. We sell Murphy beds, which fold up against the wall, allowing alternative uses for the space. It’s a niche product, but it’s gaining popularity.

I’ve been running this business for almost 10 years. We bought the company from the woman who designed the first model. We kept her name, Lori. She’s no longer involved with the business.

Bandholz: You’ve had a rough year, personally.

Marquardt: I moved from Austin, where I had been living for two years, to Brownsville, Texas, where my wife is from. We decided to end our marriage about a year and a half ago. That separation led me to pull away from friends and people close to me, partly out of embarrassment and a feeling of failure.

I wanted to get my life back together before presenting myself publicly again, but I now realize I would’ve benefited from opening up to my friends earlier. The support I received when I opened up made a big difference. Isolation, though sometimes necessary, is not always the healthiest approach.

I’ve realized the importance of maintaining friendships, especially with other men. While focusing on family is important, it’s easy to lose touch with friends. Male camaraderie and support systems are vital, even weekly. I neglected those friendships while prioritizing family, which left a gap in my life.

Bandholz: Did the business affect your marriage?

Marquardt: It likely played a role, especially during the six years I worked at my corporate job while growing Lori Beds. Once I left that job and focused on the business, I had more time, freedom, and flexibility, which benefited my family.

My brother Kyle and I are equal partners in the business. In Texas, community property laws apply, which means assets acquired during the marriage, including our business, are split equally between my ex-wife and me.

She worked in customer service early on, but she’s not involved in the operations now. We’ve agreed that I’ll keep the business, and she’ll receive other assets, such as savings and real estate. This arrangement allows me to focus on growing the business, which is ultimately in the best interest of our kids. If both of us were involved in running the business, things would’ve been much more complicated, affecting my brother and the company’s daily operations.

Bandholz: Was the process amicable?

Marquardt: The problem often stems from attorneys. Lawyers sometimes escalate things unnecessarily, making the process more contentious. Ideally, both parties should reach an agreement and then have lawyers draft it. Unfortunately, when lawyers get too involved, they can create friction, leading you to dig in and fight back, even when you didn’t intend to.

Attorneys get paid by the hour, so they’re incentivized to prolong the process. Controlling the situation is crucial.

Bandholz: Can a couple share an attorney during a divorce?

Marquardt: It’s possible, especially if both parties have agreed on the terms. One attorney can draft the legal paperwork, but it’s still wise for each side to have his or her own lawyer review everything. In most cases, you’re not splitting everything 50/50, so having individual representation is important to ensure fairness. I encouraged my ex-wife to get her attorney because I didn’t want her to feel taken advantage of.

Attorney fees are expensive. Each of us paid several hundred dollars per hour for legal services. Between us, we’ve probably spent $40,000 on attorney fees, business valuations, and other expenses. While we have enough assets to cover those fees, they still add up. That money could’ve gone toward our kids or other family needs.

One helpful strategy is scheduling weekly meetings with your co-parent to discuss financials and upcoming events. It keeps communication open and prevents last-minute confrontations. Maintaining a friendly relationship is challenging, but you can only control your own actions.

My goal has been to never speak poorly of my ex-wife in front of our kids and to focus on building her up in their eyes. Kids need both parents. While our marriage didn’t last, the love for our kids remains, and there’s no need for bitterness.

Bandholz: How can people reach out to you?

Marquardt: I’m on LinkedIn. Visit LoriBeds.com to learn more about the business.

Charts: U.S. Retail Ecommerce Sales Q3 2024

Recent data from the U.S. Department of Commerce reveals that ecommerce continues to outpace traditional retail growth. In the third quarter of 2024, total domestic retail sales reached $1.85 trillion, a modest 1.3% increase from Q2. Online shopping showed stronger momentum, with ecommerce sales climbing to $300.1 billion, a more robust growth rate of 2.6% over the prior quarter.

According to the DoC, ecommerce sales are for “goods and services where the buyer places an order (or the price and terms of the sale are negotiated) over an Internet, mobile device, extranet, electronic data interchange network, electronic mail, or other comparable online system. Payment may or may not be made online.”

Ecommerce accounted for 16.2% of total U.S. retail sales in Q3 2024, up slightly from 16.0% in the prior quarter.

–

The DoC reports U.S. ecommerce retail sales in Q3 2024 grew by 7.4% compared to Q3 2023, while total quarterly retail sales experienced a 2.1% annual rise over the same period last year.

Data Suggest Solid 2024 Holiday Sales

Based on expert projections and the latest economic data, the 2024 holiday shopping season has the potential to be a good one for online retailers.

The National Retail Federation says a record 183.4 million Americans plan to shop in physical stores and online from Thanksgiving Day through Cyber Monday this year. That would be up from the previous record of 182 million in 2023.

For the entire holiday season, NRF projects that the internet will again be the top shopping destination for holiday shoppers, with 57% of U.S. consumers planning to do at least some of their holiday shopping online. Department and grocery stores will tie for second at 46% each, and discount stores will be in third place at 45%.

The NRF expects total (online and offline) 2024 U.S. holiday sales in November and December to increase up to 2.6% over 2023, reaching $989.9 billion. That would amount to a record average spend of $902 per person for gifts, food, decorations, and other seasonal items. Online holiday sales in 2024 will reach $300.0 billion, up 8.3% from the prior year, according to the NRF.

‘The most mobile’ year for ecommerce

Adobe expects U.S. online holiday sales to hit a record of $240.8 billion (PDF) in November and December, up 8.4% from 2023. Adobe says that includes a projected record of $128.1 billion in mobile device purchases, giving mobile a 53.2% share of online holiday spending. That would make 2024’s holiday season “the most mobile of all time,” Adobe says.

Adobe expects online sales for Cyber Week (Thanksgiving through Cyber Monday) to hit $40.6 billion, with Cyber Monday being the biggest shopping day of the season at $13.2 billion in online sales.

Another indication of the strength of online shopping comes from the annual holiday spending survey of The Conference Board, a think tank. The survey found that 43% of U.S. consumers expect to purchase at least half of their gifts online in 2024, while just 8% expect to buy gifts entirely in physical stores.

The Conference Board also found that consumers plan to spend an average of $1,063 on holiday-related purchases in 2024, up 7.9% from 2023. That includes an average of $677 spent on gifts, up 3.4% from last year.

The think tank’s survey found that 52% of U.S. shoppers plan to spend the same amount on gifts in 2024 as in 2023, while 23% plan to spend more and 25% less than last year.

A $1 trillion year?

The data and consulting firm Forrester Research expects total (online and offline) U.S. holiday retail sales to hit a cool $1 trillion this year, a 3.7% increase from last year. Forrester says online sales will grow 10.1% year-over-year, reaching $257 billion, or nearly 26% of total U.S. holiday retail sales, up from 24.2% in 2023.

In a report, Forrester says, “Online retail sales for the holiday period will grow faster than in the previous two years but slower than the average of pre-pandemic years when they mostly grew by double digits.”

“2024’s holiday season for e-commerce looks promising but not exceptional,” Forrester analyst Jitender Miglani, based in New Delhi, India, told Practical Ecommerce in an email. “Sales are expected to grow faster than the past two years but slower than the double-digit growth seen pre-pandemic.”

Miglani expects holiday sales growth “to be largely volume-driven rather than inflation-driven.” That’s because “goods inflation is nearly zero, while headline inflation remains slightly above 2%, primarily due to higher inflation in services,” he added.

Additional indicators

Other surveys, projections, and economic data point to a cheerful, if not exuberant, holiday season for retailers.

  • The consulting firm Bain & Co. expects online retail sales growth of 9.5% in 2024. That’s down significantly from a 13.1% 10-year average. But Bain expects physical store sales to grow at a slim 0.5%, leading to a total holiday sales growth of 3%, the smallest year-over-year gain since 2018 and more than two points lower than the 10-year average of 5.2%, Bain says.
  • The U.S. Bureau of Labor Statistics reports that average hourly earnings in the U.S. grew faster than inflation from September to October and year over year. The September-to-October increase was 0.1%. The agency says average hourly earnings after inflation rose 1.4%, seasonally adjusted, from October 2023 to October 2024.
  • The BLS also reports that the economy kept generating net jobs in October, albeit slowly after hurricanes Helene and Milton. Total nonfarm payroll employment grew by 12,000, and the unemployment rate was unchanged at 4.1%, BLS reported. Employment in health care and government continued to increase, while temporary help services lost jobs and manufacturing employment declined due to strike activity.
  • The payroll processing firm ADP presented a much rosier employment picture than the BLS. The firm, which uses a different methodology than the government, says private employers added 233,000 jobs in October, the most since July 2023.
From Porsche to Purpose: A CMO’s Journey

Kevin Dahlstrom once paid cash for a $211,000 Porsche. He was in his 30s, living in Texas, holding down high-powered corporate marketing jobs, such as with Mr. Cooper, a mortgage services company, and Elevate, a credit solutions firm.

He says the Porsche created more stress than joy and started his practice of minimalism — letting go of material things. So in his 40s he chucked it all, moved his family to Colorado, and focused on “a more meaningful and balanced life.”

He and I recently spoke. He shared his evolution — from money-seeking to happiness, purpose, rock climbing, and more. Our entire audio is embedded below. The transcript is edited for length and clarity.

Eric Bandholz: Give us your overview.

Kevin Dahlstrom: I live in Boulder, Colorado, with my wife and two teenage daughters. I’m 53, and my motto is, “I learned everything the hard way, so you don’t have to.” My career has involved starting four companies and working at the C-level in larger companies, typically as a chief marketing officer. At the peak of my career in my mid-40s, I walked away from the corporate world, moved to Boulder, and rebooted my life. I focused on finding happiness through activities like rock climbing and creating a more meaningful and balanced life.

When I was younger, I bought into society’s definition of success — money and status. I climbed the corporate ladder but realized I wasn’t happy. I wasn’t deliberate in shaping my life around what mattered to me. In my mid-40s, I redefined success on my own terms and built my life around that vision. Today, I have control over my time, balancing my passion for work and rock climbing while being a dedicated husband and father.

Bandholz: Could you have achieved this life without the money-and-status stage?

Dahlstrom: There are seasons in life. There’s a season for grinding and one for reaping the rewards. I’m in the latter now. What’s essential is grinding with purpose. I made the mistake of pursuing goals that didn’t matter much to me. I can tell you from experience that once you hit a certain level of wealth, adding more doesn’t improve your life — it can even worsen it.

It’s all about setting boundaries. I started early in my 30s when I realized I was on a hamster wheel, running faster but getting nowhere. Boundaries ensured I remained present for my family and maintained my health. Many think you grind for years, then suddenly retire. I see it as a sliding scale where you gradually gain control over your time and choices. Even though I rebooted in my 40s, this process had been underway for years.

Bandholz: Were there events that triggered your reassessment?

Dahlstrom: I have an exercise called the “ideal end state.” You list what your perfect life looks like — not achievements, but how you want to spend your time and who you want to be with. Most people find that what they want costs less than they thought. I did this exercise, and it led to my reboot.

A pivotal moment was when I bought a Porsche 911, a childhood dream. I paid $211,000 in cash, but it brought me more stress than joy. I realized I wasn’t that kid anymore, and the Porsche didn’t define me. That experience started my practice of minimalism, helping me let go of material things that didn’t align with who I had become.

Bandholz: You’re into rock climbing. Is your family involved?

Dahlstrom: One of my daughters used to climb but lost interest. My wife is into tennis; it’s healthy for everyone to have their own thing. I believe in the concept of “three lives”: your life as a family, your life as a couple, and your individual life. All three need to be maintained.

Many young parents give up one or two of those lives, which creates a toxic environment. Early in my marriage, climbing caused conflict, but we’ve come to appreciate the importance of maintaining separate interests for a sustainable relationship.

We’ve been married 27 years, and anyone who says it’s easy is lying. A healthy marriage, like any long-term relationship, is hard work. The best advice I ever got was, “A great marriage is a choice you make every day.” It’s about mindset — believing in your partner.

Weekly check-ins are crucial. My wife and I sit down for 30 minutes without distractions and discuss how things are going. This intentional time keeps the relationship strong, even in tough times. As soon-to-be empty nesters, we’re excited for the next phase of life and the freedom it brings.

Bandholz: You’ve said you’re focused on the long term. How does that play into your success?

Dahlstrom: I’m only interested in long games. Short games don’t appeal to me. Long games involve ups, downs, suffering, and discipline. I thrive in that. My ability to endure, to power through tough times, is my secret weapon. Long games are about mastery — you might not see immediate results, but over time, the benefits compound. That’s how I’ve approached climbing and business. Stick with something long enough, and you’ll eventually see success.

Bandholz: You’ve talked about manifesting the life you want. What is that?

Dahlstrom: Manifesting is about setting your mind on something and letting that intention guide your actions. Your behavior follows your thoughts. It’s not just about setting goals — it’s about aligning your energy and actions to create the life you want.

Bandholz: Where can people connect with you?

Dahlstrom: They can sign up for my newsletter. I’m on X and LinkedIn.