Fashion 4.0 solutions company Lectra has analysed real-time data from AI-powered solution Retviews to identify trends that shape Europe's Black Friday discount season.
It suggests that as Black Friday in 2025 has once again fallen just before the start of December, fashion retailers have spread discounts over a longer period to keep holiday shopping going for longer.
Retviews data also shows that while seasonal discount patterns generally remain consistent, the share of items on sale is decreasing and markdowns are being reduced more slowly.
Given the wider context of consumer confidence weakening and prices rising, Lectra asserts this means brands are choosing to keep promotions active for longer to clear inventory.
Premium fashion brands GANNI and Tommy Hilfiger, for example, launched their first major seasonal sales on 24 October whereas in 2024 they started discounts in November.
Similarly, Banana Republic, GUESS, and J.Crew began offering discounts as early as late October and early November to meet the needs of consumers who prefer to start holiday shopping earlier. These brands still focus on new collections and highlight their holiday lines and festive styles.
While, mass-market brands such as GAP and Abercrombie & Fitch have prioritised discounts and are promoting them throughout the entire pre-Christmas shopping season.
Lectra EMEA president Antonella Capelli explained: “The evolution of dynamics linked to the Black Friday period requires fashion brands to strictly manage discount strategies. The ability to identify the right timing and type of offers is crucial to protect both margins and brand positioning."
While consumers take advantage of discounts to hunt for the best deals, Lectra noted that brands must carefully monitor trends to decide which products should receive the most appropriate markdown rate, while keeping top sellers at full price.
For this season, Retviews data has identified four best-selling categories that are less likely to feature high discount percentages.
Assortments have seen year-on-year growth for accessories – particularly wallets (+13%) and handbags (+10%) – as well as jeans (+12%) and denim jackets (+14%).
Barrel-leg jeans have emerged as bestsellers in European collections (+50%), frequently selling out and being restocked at full price.
However, cargo pants are losing momentum, with assortment share down 54% in the European market. These are described as ‘slow movers,’ which consumers can expect to find on promotion as brands aim to clear inventory.
