Billions are still being spent, but shoppers are losing trust, discounts are becoming predictable, and brands could be paying a much higher price than they realise.
While Chanel and Hermès refuse to discount, Alo Yoga is turning Black Friday into an exclusive members-only event. Meanwhile, brands like The Ordinary and Allbirds are rewriting the rules entirely.
So, is Black Friday still a retail goldmine, or is discount culture quietly destroying brand value?
In this week's Decode Sessions, we unpack the Black Friday marketing strategies shaping fashion, luxury and retail in 2026, and what brands should be doing differently.
Black Friday Has Lost Its Magic. Now What?
#DecodeSessions #BlackFriday2026 #LuxuryMarketing #FashionBusiness #RetailStrategy #BrandStrategy
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