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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 18 of the most-watched travel and luggage brands made: when they launched, how deep they went, which products they discounted, and the bundle, flash, and email plays they used to pull the shopper in.
What follows is a peer-informed playbook. 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 18 of the most-watched travel and luggage brands actually did across Q4 2025, and what it means for your 2026 planning.
01: Black Friday timing (p. 3). One brand opened six weeks before Cyber Monday. Another ran no discount all quarter. See who moved first, where the launch cluster really landed, and how brands turned late-October sales into holiday anticipation.
02: Discount mechanics (p. 5). Twelve of eighteen brands ran a "sitewide" Black Friday, but the word covered three different shopper experiences. See where flat rates really clustered, why the "up to 50%" headlines were not what they seemed, and the one brand that held full price.
03: The bundle play (p. 10). Travel's signature mechanic was the bundle, not the markdown. See who built their whole event on it, why a rarely-bought category changes what a bundle is for, and the three ways brands structured the basket.
04: Stacked codes (p. 12). Five brands layered an extra code on an already-marked price. See the sale-on-sale mechanic that reads deeper without a deeper headline, and the two sister brands that ran the identical playbook down to the code name.
05: Product drops vs the calendar (p. 13). New product was a deliberate lever, and brands split cleanly. See who folded a launch into the discount, who walled it off at full price, and why protecting a launch is a public forecast about 2026.
06: Flash sales (p. 15). Nine brands ran a flash or capped event, almost all of them after Cyber Monday. See where the urgency landed, why the post-Cyber window was the least contested part of the calendar, and the lever almost no one reached for.
07: The Black Friday inbox (p. 17). Eighteen brands sent 156 emails over the core weekend, one brand nineteen in under a week. See who flooded the inbox, who sent a single email, and why most of it was fresh creative rather than re-sends.
08: The post-Christmas split (p. 20). Six brands moved after Christmas while the rest went dark. See the clearance depths, the brands that used the week for a clean new-year reset, and why the quiet was the opportunity.