See what your category did, and what to do next.

You've seen what 18 travel and luggage brands did last Black Friday. This is what you do with it.

The shorter companion to the Travel & Luggage Black Friday Benchmark: the seven decisions that mattered most in Holiday 2025, what's already changing in 2026, and the move to make on each one. Every play pairs last year's benchmark data with live signals from ShopVision tracking this year, so you're planning against the market as it is now, not as it was.

The seven plays.

01: Decide your launch date in October. 44% of brands were discounting before mid-November, one opened 6 weeks early, and one ran no discount at all, on purpose.

02: Know which "sitewide" you're running. 12 of 18 brands claimed it, but the word covered 3 different offers. See how headline ceilings and real depth diverge.

03: Build the bundle, travel's signature play. 39% ran a set deal and one brand built its entire Black Friday on one. The basket mechanics are being calibrated right now.

04: Protect the launch, or spend it. Brands split cleanly on whether new product entered the discount, and the protect side is winning 2026 so far.

05: Own the post-Cyber quiet with flash. The flash calendar filled after Cyber Monday, and only 2 brands used a hard cap, the sharpest urgency lever available.

06: Treat the inbox as an operations problem. The leaders produced original creative daily for a week, and every covered brand is scaling the channel this year.

07: Write your December 26 move now. Only 6 of 18 brands promoted after Christmas, split between clearance and reset, and both postures got rehearsed in January.