From 1 November to Black Friday (24 November), a total of 24% of products remained full-price this year, down from 38% in 2022, according to research by Lovethesales.com, which monitors online discounting across more than 100 fashion retailers.The research has also found that average discounts for men’s and women’s fashion remained the same as last year at 37% and 44% respectively in November, however there are some fluctuation within categories.In summer products, dresses have an average discount of 58% off this year, compared with 55% in 2022. Discounts for T-shirts have increased to 42% for menswear this year, from 35%, and to 40% for womenswear, from 32%.Swimwear has seen an average discount of 51% this year for menswear, compared with 42% in 2022 and 48% for womenswear, compared with 42% last year.Some core autumn/winter products are also seeing higher discounts.  Men’s and women’s sweatshirts and hoodies have an average discount of 39% this year, compared to 35% in 2022.

Discounts on women’s jackets have soared to 45%, compared to 20% last year, while men’s jackets have increased in discount to 37% this year, compared with 35% in 2022.Other categories have recorded a drop in markdowns, with men’s shirts down to 31% from 37% in 2022 and smart knitwear to 34% from 36%.Stuart McClure, COO and founder of Lovethesales.com, said: “This Black Friday is an interesting one. Payday will fall after Black Friday weekend for many, so fashion retailers seem to have faced tough decisions on when and how to discount. We’ve seen many continue discounts on with a rebrand of mid-season Sales, whereas others have been holding off for as long as possible.”Summer season stocks have higher discounts this Black Friday compared to last year – this is indicative of higher excess inventories than last year in this area. Some seasonal core categories are also seeing higher discounts [including jackets, sweats and hoodies]. Interestingly, men’s shirts and smart knitwear styles have decreased year on year, supporting trends of increased appetite for formal wear as more and more people return to the office.”