For luxury, fashion and sports brands, Black Friday is no longer just a retail event. It marks the beginning of the five most critical weeks of the year in terms of sales performance. According to an analysis by the 24ORE Business School, part of Gruppo Digit’Ed, this period can generate up to 30% of a brand’s yearly revenue.
The real challenge for luxury labels is not whether to take part, but how to do so without damaging brand identity. Early access for loyal customers, exclusive collections and private sales for top-tier clients are now central strategies for strengthening relationships, reactivating inactive customers and expanding internal customer databases.
In the fashion and luxury sector, Black Friday also acts as a bridge to Christmas shopping. Between the end of November and the festive season, up to half of all December sales may be concentrated, making planning and inventory management more strategic than ever.
Sports brands, too, view Black Friday as a powerful engagement tool. Some focus on activating their fanbase, while others launch limited collections and high-end products to reinforce brand positioning. Merchandise, in this context, is not just about sales: it tells a story and strengthens emotional connection.