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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 28 top modern furniture and home retailers made: when their Black Friday events went live, how deep the discounts went, how they framed their offers, and how hard they pushed the inbox.
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 28 modern furniture and home brands actually did across Q4 2025, and what it means for your 2026 planning.
01: Black Friday timing (p. 3). The holiday season started in October, with 7 brands running explicit Black Friday messaging before November. See how 17 of 28 ran a staged escalation from an early-access opener to a deeper "true BF" event, the first mover that held up to 60% off for 44 straight days, and the 3 brands that never used Black Friday language at all.
02: Sale mechanics (p. 6). 17 of 28 brands put the whole site on sale, split between flat and "up to" discounts, while the 4 largest omnichannel retailers kept their deals to select products. See the spend-tier and warehouse-sale plays, and why only 2 brands genuinely gated their offer behind membership while 6 others used "early access" as an event name.
03: The category mix (p. 9). Every brand promoted living room, but only 12 of 28 leaned into gifting, entertaining, or seasonal decor. See which brands ran Black Friday as a pure furniture sale, which ran it as a holiday merchandising event, and how rugs, lighting, and bedding extended the basket beyond the hero piece.
04: The Black Friday inbox (p. 12). Email volume varied 20x across the peer set during the 17-day window. See the retailer family that sent 194 emails across 3 sub-brands, the restraint brands that sent fewer than 1 a day, and the category-rotation, deadline-extension, and "ends tonight" plays that kept the heaviest senders from repeating themselves.
