A different markdown approach was undertaken during Christmas sale, with 8,726 SKUs launched for the first time. That was 11x more against Black Friday weekend, measured on daily average (7 days of Christmas sale and 4 days of Black Friday weekend).
Performance of First-Time Discounts
Sell-out for the first-time discounted products was 13%, mainly driven by Tops and Outerwear categories.
With a short selling window to clear out seasonal tops and heavyweight outerwear in December, it was not surprising to find retailers discounting these categories upon launch and at the beginning of the month. New arrivals accounted for 15% of first-time discounted products.
Performance of Total Discounts
Discount ranges during the Christmas sale were not as deep as Black Friday weekend. Common discount range was 20-29%, contributed largely by Asos, Fashion Nova and Boohoo.
Missguided triumphed with strong sell-out in the 20-59% discount range. Coming in second was Fashion Nova with high sell-out rates over 60-79% discount range. The remainder of retailers hovered at 3-14% sell-out rate across all discount ranges.