"Black Friday and Cyber Monday are big moneymakers for brands, and companies are feeling extra pressure to squeeze the most they can out of every sale in today's economic environment. For months, brands have grappled with higher costs of goods, changes to their supply chains and low consumer confidence. Retail executives know that shoppers expect promotions for Cyber Week, but they also want to ensure their balance sheets are strong going into 2026."
"While some companies are touting "bigger than ever" discounts for Black Friday and Cyber Monday, others are dialing back deals from the year before. The bag brand Caraa, for instance, is offering 25% off most of its selection, versus 30% off in 2024. Mercado Famous, a charcuterie brand under the same ownership, is also going down to 25%, from 30%. Petite Plume, a pajama and home brand, is offering 20% off almost everything, after offering 25% off last year."
Tariffs, rising costs and supply-chain changes are compressing margins and prompting some brands to reduce Cyber Week discounts compared with last year. Caraa and Mercado Famous cut offers to 25% from 30%, and Petite Plume lowered discounts to 20% from 25%. Black Friday and Cyber Monday remain critical revenue periods, so retailers are re-evaluating promotion math to protect cash and balance sheets ahead of 2026. Some companies, including Bombas, Dick's Sporting Goods, Madewell, Essentia Organic Mattress and Natpat, are maintaining or launching early deals. The National Retail Federation projects record holiday spending, which may reflect higher prices as well as consumer purchases.
Read at Digiday
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