Currys PLC Surges on AI Computing Boom as Windows 10 Sunset Nears

When Currys PLC released its full-year results on November 29, 2025, it didn’t just report growth—it revealed a business riding a perfect storm of tech trends, consumer behavior shifts, and timing so precise it felt like fate. Group like-for-like sales rose 2%, but the real story was in the UK & Ireland segment, where sales jumped 4%, fueled by a surge in AI-powered laptops, gaming gear, and a customer experience overhaul that’s turning browsers into buyers. With Windows 10’s end of support just weeks away, millions of users are scrambling to upgrade—and Currys is perfectly positioned to cash in.

AI Computing Is the New Default

Computing now accounts for over a quarter of Currys’ total sales, and within that, AI laptops are the star. According to GfK data from April 2025, Currys holds a commanding 75% market share in Windows AI computing in the UK. That’s not luck. It’s strategy. The company didn’t just stock more devices—it trained its staff to explain why AI features like real-time transcription, smart photo organization, and voice-assisted workflows actually matter to everyday users. One customer in Manchester told me: "I didn’t know I needed an AI laptop until the guy at Currys showed me how it auto-filters my emails. Now I can’t go back."

The timing couldn’t be better. Millions of PCs bought during the pandemic lockdowns—when remote work and online school exploded—are now hitting their fifth year. These machines are slow, outdated, and, with Windows 10 no longer receiving security updates after October 14, 2025, increasingly vulnerable. Currys’ own market analysis estimates a $1.8 billion replacement opportunity across the UK alone. And they’re not waiting for customers to come to them—they’re running targeted campaigns, offering trade-in bonuses, and even sending SMS alerts to users whose devices are nearing end-of-life.

Gaming: From Niche to Mainstream

UK gaming sales have skyrocketed 65% since 2020. That’s not just console sales—it’s the whole ecosystem: graphics cards, handhelds, peripherals. Currys went from a minor player in gaming to a dominant force, thanks to early deals with NVIDIA on its new 50-series GPUs and exclusive pre-orders for the upcoming ROG Xbox Ally handheld. The upcoming Nintendo Switch 2 launch, rumored to feature new titles like Mario Kart World and Donkey Kong Bonanza, is already driving foot traffic. One store in Leeds reported a 40% spike in weekend visits after announcing the Switch 2 pre-orders.

What’s interesting? Currys isn’t just selling hardware. They’re selling experiences. In-store demo zones let customers test drive the latest gaming rigs. Staff aren’t just cashiers—they’re gamers themselves, trained to recommend setups based on whether you play indie titles or competitive shooters. "We’re not a store that sells consoles," said a senior buyer in Birmingham. "We’re the place you go when you want to play better."

Omnichannel Mastery: Order & Collect Is the Secret Weapon

Currys’ physical stores aren’t dying—they’re evolving. The company transformed 115 locations during 2024/25, with 50 flagship stores getting full makeovers: brighter lighting, clearer signage, tech hubs where you can plug in your own device and get live advice. But the real game-changer? Order & collect. Revenue from this channel grew 15% year-over-year and now makes up 34% of all online sales—up from just 13% two years ago.

Customers aren’t just picking up boxes anymore. They’re browsing in-store, testing TVs and laptops, then ordering online for same-day pickup. The process? Smooth. Currys introduced over 200 operational changes: better search filters, one-click checkout, and flexible payment options like Klarna and PayPal Pay Later. The result? Conversion rates jumped 25 basis points in the UK and 22 in the Nordics. That might sound small, but for a retailer moving £4 billion in annual sales, it translates to £100 million in extra revenue.

Financial Muscle and Strategic Moves

Currys didn’t just grow—it got richer. After reporting a 3% like-for-like sales increase in the 17 weeks ending August 30, 2025, the company announced a £50 million share buyback. That’s not just a confidence signal—it’s a statement. Investors are taking notice. The Armchair Trader called Currys "cash rich, undervalued and quietly powering ahead," a rare combo in today’s retail landscape.

Meanwhile, customer satisfaction is soaring. The UK & Ireland Net Promoter Score hit 55, up 6 points from last year. In the Nordics, it’s even higher at 63. That’s not accidental. Currys invested in training its 20,000+ frontline staff to act as tech advisors, not salespeople. "We don’t push products," said a store manager in Dublin. "We solve problems. If someone walks in needing a laptop for their elderly parent, we don’t sell them the most expensive one. We find the one that’s simple, secure, and supported."

What’s Next? The Replacement Wave Is Just Beginning

Windows 10’s sunset isn’t the end—it’s the opening act. Currys expects demand for new PCs to peak in Q1 2026, with a secondary surge as businesses finally abandon outdated systems. The company is already stockpiling AI laptops from Dell, HP, and Lenovo, and has secured early access to NVIDIA’s next-gen AI chips. Gaming demand is expected to keep climbing, especially with the Switch 2 launch and the rumored release of Sony’s next-gen handheld.

Currys’ strategy is simple: own the moment. They’re not betting on one trend. They’re betting on the convergence of AI, gaming, and the inevitable tech refresh cycle. And with over 30% market share in TVs, laundry, and refrigeration, they’re not just a computer store—they’re the go-to tech hub for the average British household.