Platform
Who's it for?
Compare
open menu
How would you plan Holiday 2026 differently if you knew exactly what your peers did in 2025? That is the question this report is built to answer. Across 13 weeks of Q4 2025, ShopVision tracked every promotional move 22 heritage apparel brands made: when they moved, how deep they cut, which products they discounted, and the membership, clearance, and email plays they used to pull the shopper in.
What follows is a peer-informed reference. Not a set of prescriptions, but a clear picture of what the market actually did, so you can make sharper decisions about what you want to do next.
What's inside.
Executive Summary (p. 2). What 22 heritage apparel brands actually did across Q4 2025, and what it means for your 2026 planning.
01: Black Friday timing (p. 3). All but one brand ran a holiday-framed discount at some point; Barbour was the lone holdout. See the four that opened genuine offers in October, one as early as 51 days out, and how 15 of 22 had a Black Friday sale live by Nov 19.
02: Sitewide vs. select (p. 6). Almost every brand advertised a sitewide sale, but only 6 of 22 discounted the whole store at one rate. See how nine dressed an "up to" or tiered rate as sitewide while holding premium categories back, and how generously the field let members in, at 15 of 22, most 7–14 days early.
03: The post-Cyber Monday stretch (p. 10). Cyber Monday wasn't the finish line: 14 of 22 kept a discount running right through to Christmas. See the nine that held events on current-season goods, and the five that shifted into clearance acceleration on end-of-season stock.
04: The email inbox (p. 15). Heritage brands sent 427 emails in 14 days, nearly 30 a day, cresting past 40 on the Cyber Monday stretch. See who led the field at 54 sends and who sent just three across the whole window.
05: The post-Christmas pivot (p. 18). Almost the entire field kept moving after Christmas, 21 of 22, with only Pendleton going dark. See the clearance depths that reached "up to 80%," and the mix of sitewide, select current-season, and clearance-acceleration headlines that closed the year.