The Black Friday trends that will shape retail strategy in 2026

"As the incentives engine powering some of the world's best-loved retailers - from Sephora to Adidas - offers a front-row seat to how customer behaviour is shifting in real time. Using aggregated insights from roughly 300 global brands running incentives on Talon.One, several key trends stand out. The result is a practical benchmark for brands who want to measure their 2025 performance and set their 2026 strategy."

"Timing was one of the most significant shifts observed in 2025. Influenced revenue - that is, any sale made with a attached - began climbing on personalized promotion or November 16, nearly two weeks ahead of the traditional peak. A growing number of retailers accelerated their start even further, kicking off offers in the first week of November to capture early intent."

"A combination of targeted early-access windows, mid-November nudges and reduced hesitation and encouraged purchases ahead of peak week. The broader benefit of this approach is predictable demand. With less volatility leading into Black Friday, retailers can plan inventory, staffing and margin more effectively. Value remained a top priority for shoppers and retailers responded with slightly higher discount rates across most regions. The average global discount rose from 21% in 2024 to 25% in 2025, with notable regional variations:"

Aggregated insights from roughly 300 global brands running incentives on Talon.One show promotional timing moved earlier in November 2025, with influenced revenue climbing on personalized promotions starting November 16 and many retailers launching offers in the first week to capture early intent. Singles' Day produced an 11% year-over-year lift in influenced revenue on November 11 as U.S. and EMEA retailers increased participation. Early-access windows and mid-November nudges reduced purchase hesitation, producing more predictable demand and easier planning for inventory and staffing. Average global discounts rose from 21% to 25%, and loyalty enrollment surged, with daily new members up 50% on Black Friday and total enrollments doubling.

Read at Marketing Dive