Fashion in Black Friday

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When we talk about Black Friday, the typical image that comes to mind is queues outside electronics, sports, video game, or beauty stores. But the situation is changing: fashion has gone from being secondary to becoming the star of the show on this day. Clothing, accessories, and the fashion world itself are also joining this campaign with gusto.

Why should we look at it from a fashion perspective? Because behind every sale, every discount strategy, every click, there are trends, consumer behaviors, and increasingly relevant issues such as sustainability. Black Friday in fashion is no longer just about “buying cheap”; it's also about knowing how and why we buy.

In this article, I'm going to talk about what this big date means for the fashion industry from four points of view: brand-fashion trends for Black Friday (how brands prepare), the rise of online/mobile fashion, the challenge of returns, and the ethical/sustainable dimension that is gaining ground. Based on the data and my personal reflections, I will discuss what it means to buy fashion on Black Friday today-


Fashion brand trends for Black Friday

Fashion brands can no longer show up to Black Friday with just a red "-50%" sign and expect us to rush to buy. A recent article highlighted that, by 2025, retailers "need more than a simple discount": personalization, technology, mobile experience, and loyalty.

For example:

  • The "premiumization" trend: consumers value brand experiences more, not just a price drop. In fashion, this translates into smarter promotions, fewer "everything at 70%" offers, and more segmentation.
  • Consumer trust becomes key: according to a DHL eCommerce report, only 50% of global shoppers say they "trust Black Friday offers quite a bit"; 16% directly say, "I don't believe in it".

In my opinion, for a fashion brand, operating well on Black Friday today means combining speed (relevant offer, fluid checkout), loyalty (offering something to the customer they already knew), and reputation (not "bleeding" price and then losing brand value). In a Spanish/European market where competition is fierce, the brands that win will be those that project authenticity in the event, not just "total markdown".


Online Fashion, Mobile, and the Modern Consumer

The online channel already dominates fashion on Black Friday, and mobile purchases are increasingly frequent. Many Black Friday promotions start at the beginning of November; the purchase window extends (it is not just the day itself, it is the whole week). The urgency remains but starts earlier. In the fashion industry, this has several implications:

  • Consumers compare multiple brands while looking at their mobile phones. If the website or app is not optimized, sales will be lost.
  • "Buy Now, Pay Later" (BNPL) payments like Klarna or fast payment methods like Apple Pay help close the purchase, as you can pay in installments without difficulties or very high interest, or even without interest, or pay directly without entering card details; the idea is to make payment as readily available as possible.
  • Need for solid logistics: fashion involves sizes, variations, returns, and on Black Friday, reverse logistics costs skyrocket.

I think that a reader or fashion shopper on Black Friday, it is advisable to anticipate—be clear about what you want, review the brand's online experience, sizes, and return policy. And as a fashion brand, committing to mobile-first, size fitting tools, and offering something different (and not just a "discount") will be key.


The Challenge of Returns in Fashion

Fashion has a big problem after Black Friday: returns. A report by True Fit concludes that "one in every six fashion purchases made on Black Friday will be returned" , with even higher rates for Generation Z, who plan to return up to 27% of purchases—one in four. This means several risks: for the brand, added logistical cost and lost margin ; for the consumer, full cart → returns → possible frustration. Also, for the environment (transport, packaging, etc...).

From my point of view, this data demands that fashion on Black Friday not just be a massive offer, but have a more optimization-oriented focus:

  • Offers oriented to key pieces that we know work, instead of "reinventing the whole wardrobe".
  • Better consumer information: sizes, images, reviews, to avoid returns due to doubt.
  • Clear return policy, which maintains trust but perhaps sets incentives for fewer returns (for example, free exchange and barriers to a refund).

The buyer must also reflect: do I really need that item now because it is on sale, or do I want it because I am genuinely going to use it? Buying impulsively leads to returns, cost, and waste.

 

Fashion and Sustainability: A Critical Approach

Perhaps the most transformative axis of all. According to the United Nations Environment Programme (UNEP), the textile industry is one of the most polluting, and Black Friday represents a potential peak of "overconsumption". An article by this program highlights that the fashion industry has the power to change this by promoting reuse, repair, or rental, instead of producing, buying, and throwing away. This logic does not fit well with the typical "mega-discount" but is an invitation to think beyond.



In my opinion, for this sector, Black Friday fits two paths:

  • The "traditional": high volume, big discounts, focus on sales.
  • The "modern": less quantity, more value, more sustainability, fewer returns, better experience.

Buying less but better, choosing pieces you will use, and choosing brands that have a sustainability policy can transform Black Friday into something more than consumption. Black Friday does not have to be an upsurge of empty consumerism.

 

Conclusion

Black Friday in fashion is no longer just "taking advantage of sales to renew the wardrobe". It is a test for the modern buyer, and also for the brand. From preparation (technology, mobile, fit-tools) to post-sale (returns) and ethical impact (sustainability), fashion is looking towards a smarter event. And just as Black Friday can tempt us to spend without thinking, it can also be a test of discipline: Am I going to buy only for the price, or am I going to choose better? Is the offer worth it? Does the garment provide me with something real?

For brands, lowering prices is not enough. They must offer value, trust, experience, and think about how that Black Friday peak can generate a long-term relationship, not just a fleeting sale. For the consumer, Black Friday can be an opportunity for good use, but also for excess. So, the key is to choose better, not just to spend. It is a test of discipline for the modern and impulsive buyer.

Ultimately, may the fashion you buy this Black Friday accompany you. May it not just be a bargain, but a good choice.

 

References

Greg Jarboe. (2025, September 29). Black Friday Strategies For 2025: Learning From Last Year’s Winning Tactics. Search Engine Journal. Black Friday Strategies For 2025: Learning From Last Year's Winning Tactics

DHL. (n.d.). 2025 E-Commerce trends: Black Friday buying behaviour. DHL. 2025 Black Friday Trends - DHL eCommerce - Global

Katie Searles. (2023, October 17). One in every six Black Friday fashion purchases will be returned, says True Fit. Internet Retailing. One in every six Black Friday fashion purchases will be returned, says True Fit - InternetRetailing

United Nations Environment Programme. (2024, November 29). UNEP. As Black Friday looms, some in the fashion industry take aim at overconsumption

United Nations Environment Programme. (2022, November 24). UNEP. The environmental costs of fast fashion

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