Black Friday for Small Clothing Brands: Plan or Skip It
By The Velocity Wear Team
Decide in September, order stock by October, and be clear about why you are discounting. A small brand with healthy margins and stock to clear can do well; one discounting out of obligation trains its customers to wait and erodes the price it can charge for the rest of the year.
The Case for Skipping It
Participation is optional and worth genuinely considering. If your margins are thin, a substantial discount may leave you selling at little or no profit while incurring all the costs of fulfilment. If your brand is positioned on quality, deep discounting undercuts that positioning directly. And once customers learn that November brings 30% off, a proportion of them stop buying in September and October — you have not created sales, you have moved them and made them cheaper.
When It Genuinely Makes Sense
There are good reasons to take part.
- Clearing end-of-line stock or sizes that have not moved, where the alternative is holding them indefinitely.
- Acquiring customers you can retain — a discounted first order is defensible if your product brings people back at full price.
- Bundling rather than discounting, raising order value instead of cutting margin.
- Free delivery thresholds, which feel generous to customers while costing you less than a percentage off goods.
Stock Planning Comes First
Whatever you decide, the stock decision precedes it by weeks. Production runs around 10–15 working days from artwork approval for screen printing and embroidery, or nearer 15–20 for sublimation and complex jobs, plus 2–5 working days tracked UK delivery. Ordering in November for a November sale does not work. If you intend to participate meaningfully, that order needs placing in October at the latest.
“"A discount is a decision about every future sale, not just this one."”
Protecting Your Margin
If you do discount, work from your real numbers rather than a headline percentage that sounds competitive. Calculate your landed cost per piece — garment, decoration, delivery, packaging — then check what remains after the discount, payment fees and shipping. Brands are regularly surprised to find a 40% discount leaves them selling below cost once everything is counted. Bulk discounts of up to around 40% on your own order are the more sustainable route to a competitive price, because they lower your cost rather than your margin.
Alternatives Worth Considering
You do not have to choose between deep discounting and doing nothing. Early access for email subscribers rewards your existing audience without a price cut. A gift with purchase adds perceived value at a known cost. A limited bundle creates urgency without repricing your core products. Each of these captures the seasonal attention without teaching customers that your prices are negotiable.
Planning It Properly
Decide in September, order by October, and communicate to your email list before the noise starts. Orders begin at 20 pieces with mixed sizes allowed. Model your quantities and costs in the free instant price calculator so any discount decision is made against real figures rather than an estimate.