Black Friday in Europe is starting to look very different. Instead of a single day defined by urgency, fashion retailers are opting for extended discount periods that unfold over several weeks and stretch into December.
Insights pulled from Lectra’s AI-backed Retviews platform indicate that this shift helps brands strike a balance between clearing inventory and capturing early seasonal spending.
Longer Sales, Smarter Strategies
With Black Friday 2025 arriving on the doorstep of December, sales calendars are being reworked. Although fewer items are discounted overall, reductions are now phased in gradually. That measured rollout maintains excitement without forcing brands into sharp early markdowns that hurt profitability.
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: to 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.
