425: Sale season post-mortem
It's called that because I'm dead.
I promise this is the last Black Friday email you’ll receive from me. Thank you for baring with me through all 13ish of them so far. Now that it’s over (also ish), we can look at what hit, what missed, where the meat was throughout all of this.
I won’t make this too fussy because I’m tired, but below, some stats and superlatives from a BFCM2025 season well-shopped.
MVP of the season: Khaite, with an inbox-quaking private archive sale that’s still on. The Carlyle jeans, down to less than $350, were a standout.
Runners up:
Ring Concierge—still 30% off sitewide (especially for this Mariner Chain)
Nour Hammour—also still 30% off (especially for the Evita shearling coat)
and Alex Mill—the sale is technically over, but some best-sellers like the Highland Utility Jacket are still marked down.
Most-shopped multi-brand site: SSENSE, whose sale still rages on and is likely to drop another 10% by Monday (and another 10% after that the week following). Its hottest products featured in our coverage were the now-sold-out &Daughter Balla Sweater and these 70% off Chloe flats.
Close second: Net-A-Porter, was and is still advertising a 50% off sale that actually reaches 80%. Notable featured products include this Loulou de Saison coat and these High Sport non-Kick Flare pants, both currently 40% off.
Clickiest sale: Jamie Haller kicked off the festivities with a 40% archive sale and later rolled out a 20% off sitewide promo. The sale has now ended, BUT the newly launched handbags and jewelry (excluded from the discounts) are still in stock.
Bulkiest buy: Leset drove the most orders of any brand this season, likely from everyone stocking up on staples like the top-selling Kyoto pants and Margo t-shirt two-packs (which are still discounted as a set, despite the sale being over).
Most ordered single product: Nécessaire Body Wash, and why not? It makes sense that accessibly priced beauty (and a pragmatic product at that) would inspire shoppers to stock up for the year, especially while 25% off, which the whole site still is.
Surprise end-of-week winner: Frette blew up at the tail end of our coverage after a mention of its percale bedding being significantly discounted appeared in our friends-of-Magasin send. It still it!
Full-priced favorite: Tibi’s The Re-Imagined Boat and Tote, $475, got restocked just as early Black Friday sales were coming online; it continued to drive purchases even in competition with red stickers cropping up everywhere.
Deepest discount award: Frame was possibly the only brand serving a real sale, with an archive marked 80%+ off, later softened to a broader 30% promotion. Its current sale reaches 58% off, which is way higher than most brands even thought about going this season.
Hottest menswear deal: Champion Powerblend Full-Zip Hoodie, C Logo, $41 $55, a
Interiors standouts: French Presse, the Olsen-verified linen sheets brand that took 20% off sitewide (alas, no longer), and Nordic Knots, It rugs that can still be copped for up to 30% off.
Indie darling: H-O-R-S-E hosted its first ever sale this season through us—and yes, you can still get 20% off with MAGASIN.
Magasin may earn some money if you make a purchase through one of the links above.
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looove!
I have a question… are people really hand washing their HORSE workout clothes? I cannot get on board with this