See what your category did, and what to do next.

You've seen what 19 athleisure brands did last Black Friday. This is what you do with it.

The shorter companion to the Athleisure Black Friday Benchmark: the seven decisions that mattered most in Holiday 2025, what's already changing in 2026, and the move to make on each one. Every play pairs last year's benchmark data with live signals from ShopVision tracking this year, so you're planning against the market as it is now, not as it was.

The seven plays.

01: Claim the early window before the cluster hits. Only 1 of 19 brands moved before November last year, and the loyalty gates for 2026 early access are already built.

02: Know where your discount sits before you set it. 30% was the market rate, with 9 of 13 sitewide brands landing exactly there. See where depth is holding this year, and where it's moving.

03: Sitewide is the default, not the only posture. Six brands skipped the public discount entirely, and the biggest structural loyalty move in the set landed this February.

04: Decide if you tease your sale, and how. Half the market launched cold and lost nothing. The sharpest tease was one line of copy on an unrelated sale.

05: Set your email volume on purpose. The peer set spread 11x apart on cadence, and the 2026 spread is widening: two brands doubled their sends, two cut by half.

06: Keep the calendar moving after Cyber Monday. Flash events and held-back drops owned December's quiet weeks, and this year's drop engines are already running.

07: Treat clearance as a named event, not a quiet markdown. 15 of 19 brands ran post-Christmas clearance at 50 to 80% deep. The winners named the moment and escalated toward January.