November 28 marked the official Black Friday this year, together with the subsequent Cyber Monday (December 1) forming the ultimate discount days in thousands of fashion (web) shops worldwide. In the US, the day after Thanksgiving traditionally marks the strongest day in retail all year but with countries all over the world trying to adapt these habits one has to ask: Are these official bargain days all just a big marketing balloon or do they really generate super sales to the participating shops? We collected some facts and statistics.

US market
According to, this year, US discounting peaked on Black Friday, as did sell outs. This is different from 2013, when sell outs peaked on Cyber Monday. (Retailers are discounting earlier and customers are buying sooner in a panic-response.)

On Black Friday, 37.6% of the US market was discounted, with an average discount of 13% applied.

The top five US discounters over the holiday were: Zara, Saks Fifth Avenue, Neiman Marcus, Nordstrom and Shopbop.

The three most discounted categories on Black Friday were tops, accessories and footwear.

Accessories had the highest level of reductions – over 70%. Accessories had also the highest number of product sell-outs across the Thanksgiving holiday (28% of sell outs in the US have been accessories). That's followed by tops (20%) and footwear (14%).

UK discounting peaked on Thursday this year and sell outs peaked on Saturday.
On Black Friday, 38.3% of the UK market was discounted, with an average discounting of 10.3%.

The top five UK discounters over the holiday were: House of Fraser, John Lewis, The Corner, Farfetch and Marks & Spencer.

According to the organizers,, a team up of different German online shops (including Topshop, Asos, Bench, Fashion ID etc.) registered more than 2.4 million shoppers until Friday night

Info graphic by Dafiti
Info graphic by Dafiti
Latin America
Also Brazil saw Black Friday discounts: Dafiti, Latin America's biggest online fashion retailer, analysed the nation's spending and compiled a list of the hottest fashion buys on Black Friday. Bestsellers for women were flat shoes, bags, dresses, tops and heels; men spent their money for casual shoes, polo shirts, sneakers, t-shirts and tennis shoes (in this order). The top 4 selling states were Sao Paulo, Rio de Janeiro, Minas Gerias and Rio Grande do Sul.

Also check out Editd’s full review of the US and UK sales here.