There was lots of data suggesting consumers were seeking discounts early during this festive season and there was also evidence that Black Friday scepticism was growing. So maybe that was behind Black Friday discounts starting earlier and being deeper this year.
Photo: Pixabay
Talon.One, a loyalty and incentives platform with access to data and insight on discounts and promotions from 270+ major global brands, said that this year, retailers launched Black Friday promotions earlier than ever, starting 16 November. And average global discount rates rose to 25%. Loyalty programme sign-ups also doubled vs 2024 as brands leaned into member-only offers.
The company analysed data from millions of transactions across its platform and found that the 16 November date when ‘influenced revenue’ (that is, any sale made with a promotion or discount attached) for peak season started rising was a whole five days earlier than in 2024.
But there was actually evidence that some discounts started even earlier as Singles’ Day (11 November), once primarily a shopping event in the APAC region, continued its rise as a global promotion driver. Year-on-year, Talon.One saw an 11% increase in influenced revenue on Singles’ Day compared to 2024.
Retailers also increased their average discount rates this year, “signalling a more strategic approach to incentives”, rather than blanket price cuts. The average discount rate across the Black Friday period reached 25% in 2025, up from 21% in 2024.
Those average discounts were highest in the US (35%), with EMEA next (24%) then APAC (18%).
And it’s interesting that the company said loyalty programmes played a bigger part this time. We’re used to seeing retailers linking discounts primarily to their loyalty schemes but this seems to have gone into overdrive for Black Friday. Talon.One said retailers saw a 50% increase in daily new members on Black Friday compared to the previous 30-day average. Overall, loyalty enrolment doubled year on year compared to last year’s Black Friday as consumers seemed happy to sign up in order to access the discounts.
This is encouraging news for the European outdoor industry. On November 25, Australian biotechnology company Samsara Eco and the European Outdoor Group (EOG) launched the Nylon Materials Collective, a collaboration designed to make high-performance recycled nylon more accessible to outdoor brands. The initiative forms part of a broader drive to accelerate the sector’s transition to a circular textile economy.
Samsara Eco and EOG launch a collective to pool orders for recycled nylon – Samsara Eco
The Nylon Materials Collective is open to all EOG members and will be officially launched ahead of ISPO Munich 2025, where Samsara Eco will showcase its recycled nylon samples. But why did the EOG choose Samsara Eco? Founded in 2021, the Australian company specialises in recycling nylon 6,6 and polyester using enzymatic technologies- a strategy that has set it apart from direct competitors such as Matter, Recycling Technologies and ReCircle.
A collective of small and medium-sized enterprises
The high-performance recycled nylon produced by Samsara Eco is indistinguishable from virgin nylon, a material highly prized by outdoor brands. Despite their environmental ambitions, small and medium-sized players in the outdoor sector still find recycled nylon hard to access. That is why the EOG has joined forces with Samsara Eco: the Nylon Materials Collective is a collaborative demand-aggregation system that enables brands to participate collectively and access recycled materials.
The EOG represents more than 150 European brands – Gore-Tex
And to keep the collective running smoothly, participating companies must share “similar performance requirements, supply chain partners, and material specifications,” in the words of both parties.
Preparing for future regulations
“We want to do everything we can to help more brands access our materials so we can all reap the benefits of the circular economy,” said Sarah Cook, Samsara Eco’s commercial director. “The Nylon Materials Collective will make it easier for outdoor brands of all sizes to access and integrate recycled materials that are identical to the virgin material into future product ranges, whether they have more modest material needs or typically purchase at the fabric level,” she added.
Samsara Eco’s recycled nylon is identical to virgin nylon – Maloja
This partnership also helps brands strengthen their position ahead of forthcoming European regulations on the circular economy, concerning “extended producer responsibility and minimum recycled content obligations.”
Focus on circular materials
Katy Stevens, CSR and Sustainability Manager at the EOG, says: “The Nylon Materials Collective represents an opportunity for our members to work together with innovators like Samsara Eco to facilitate access to recycled nylon and accelerate the industry’s transition to circular materials.”
Samsara Eco uses enzymatic technologies to recycle nylon and polyester – Samsara Eco
For the European Outdoor Group, which represents around 150 brands, retailers, associations, and organisations along the value chain, this partnership is a concrete step to support the sector in its activities, so that it can “give more than it receives”.
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Gant has a new CEO as of this month. The Swedish-but-with-American-roots brand has named Fredrik Malm as its chief executive, effective December 1.
Gant CEO Fredrik Malm
It’s an internal appointment with Malm having joined Gant in 2024 as EVP Commercial, Brand & Product. He succeeds Patrik Söderström, who’d led the company for six years.
Before joining the firm, Malm was CEO of SNS, and had been president Europe & International at Coach, as well as president of sales EMEA at Ralph Lauren, and retail director at ECCO.
Gant has been owned by privately-owned Swiss business MF Brands Group (which also owns Lacoste, Tecnifibre and Aigle) since 2008. And MF’s CEO Thierry Guibert said of Gant’s new leader: “Fredrik has brought valuable and extensive leadership experience from global premium fashion and lifestyle brands.
“I have full confidence in his ability to support Gant in its next phase of development, which will notably involve the continued elevation of the collections and an accelerated retailisation across both physical and digital channels.
“I would also like to deeply thank Patrik Söderström for his commitment alongside us over the past 10 years. He has played a pivotal role in transforming and elevating the brand while delivering strong financial performances over the years.”
Gant has been expanding this year, and in late May it reopened its Regent Street, London flagship. It said the refurbishment of the 6,300 sq m space “represents a key milestone in the brand’s global retail investments in the UK and worldwide”. Söderström said at the time that the reopening “kicks off a global initiative to elevate our retail experience”.
The company has also been focusing on its licenses and in June announced the early renewal of its exclusive licensing deal for the design, manufacture, and global distribution of its eyewear with Marcolin.
Lawyers for Chinese online platform Shein return to a Paris court on Friday for a hearing on the French government’s request to suspend the firm’s website for three months, after childlike sex dolls and banned weapons were discovered on its marketplace.
Customers queue to enter the first physical space of Chinese online fast-fashion retailer Shein on the day of its opening inside the Le BHV Marais department store, the Bazar de l’Hotel de Ville, in Paris, France, November 5, 2025 – REUTERS/Sarah Meyssonnier/File Photo
Shein disabled its marketplace- where third-party sellers list their products- in France on November 5, after authorities found the illegal items for sale, but its main site selling Shein-branded clothing remains accessible. The French state wants the website suspended for a minimum of three months in the country, which it argues is needed for Shein to prove that its contents comply with the law.
It has invoked Article 6.3 of France’s digital economy law, which gives a judge powers to prescribe measures with the aim of preventing or halting harm caused by online content. France has also summoned major internet service providers Bouygues Telecom, Free, Orange, and SFR to the hearing, requesting they block Shein’s website. The court will have to decide whether a suspension is warranted, and whether it is in line with European Union law.
In a statement last week, the Paris prosecutor’s office said a three-month suspension could be deemed “disproportionate” under the case law of the European Court of Human Rights if Shein could prove it has stopped all sales of illegal goods. However, the prosecutor said it “fully backed” the government’s demand that Shein provide evidence of measures taken to end those sales.
France’s move comes amid broader scrutiny of Chinese giants such as Shein and Temu under the EU’s Digital Services Act, reflecting concerns about consumer safety, illegal product sales and unfair competition. Meanwhile in the US, Texas Attorney General Ken Paxton said on Monday he is investigating Shein to determine whether the fast fashion retailer violated state law related to unethical labour practices and the sale of unsafe consumer products.