Black Friday 2025: How EU and US brands are reshaping discount strategies

As the 2025 holiday season approaches, fashion retailers throughout the EU and US are moving into a discounting period defined by caution, compressed shopping calendars and tighter margins. Despite improved consumer sentiment, data platforms like Deloitte and PwC are projecting a year-over-year decline in holiday spending, pushing brands to shift pricing strategies and lean on market intelligence to protect profits.