This year, fashion retailers across Europe have reshaped their approach to Black Friday. Instead of one day of frenzy, brands are spreading discounts across several weeks, aiming to sustain the shopping rush well into December.
According to insights from Lectra’s AI-powered platform, Retviews, this strategic shift helps fashion houses balance inventory while meeting early holiday demand.
Longer Sales, Smarter Strategies
As Black Friday 2025 lands just before December, retailers are adjusting their calendars. Data shows that while the overall volume of discounted items has dipped slightly, markdowns now roll out more gradually. This approach keeps consumer excitement alive while preventing steep early price drops that eat into margins.
Freepik | Black Friday deals are now spread out to maintain consumer excitement and profit.
Premium fashion labels like GANNI and Tommy Hilfiger kicked off their holiday sales as early as October 24, moving earlier than last year’s November start. Meanwhile, Banana Republic, GUESS, and J.Crew also joined the trend by launching promotions in late October and early November.
Their goal remains clear, engage shoppers who begin gift hunting long before December while showcasing their latest collections and festive designs.
Budget Brands Keep Discounts Flowing
Mass-market players such as GAP and Abercrombie & Fitch have gone all in on early and continuous promotions. By maintaining visible discounts throughout the pre-Christmas period, these brands capture both spontaneous and budget-conscious buyers.
Lectra EMEA president Antonella Capelli noted that this evolving sales environment demands precision. “Managing discount timing and structure has become critical,” she explained, “as brands need to safeguard both their profit margins and their image.”
What Consumers Are Buying
Freepik | Accessories and denim showed the strongest performance, according to Retviews.
While shoppers enjoy longer sales, brands now analyze data carefully to decide which products deserve markdowns. Retviews revealed that accessories and denim remain the season’s strongest performers. Wallets saw a 13% growth in availability, handbags climbed 10%, jeans rose 12%, and denim jackets jumped 14%.
Interestingly, barrel-leg jeans continue to dominate, with sales up by 50%. These pieces often sell out and return at full price, a clear sign of high demand. On the other hand, cargo pants have slowed, dropping 54% in assortments. Retailers now mark them down more aggressively to clear stock.
As consumer confidence shifts and prices climb, fashion brands across Europe are learning to play the long game. By stretching Black Friday over weeks, they not only extend excitement but also create smarter, data-driven sales cycles. This approach blends timing, insight, and adaptability, shaping a new era of fashion retail that values both the shopper’s thrill and the brand’s bottom line.
