Most brands won't deepen holiday discounts, Glossy research finds

· Retail & E-commerce

Most brands do not plan to offer steeper discounts than in the 2025 holiday season, and bundling options may be more attractive for smaller brands that cannot absorb the costs of deep markdowns, according to Glossy+ Research's holiday report. The findings suggest a more disciplined promotional posture heading into the peak shopping period, with brands navigating launches, stock and promotions. Smaller players may lean on bundles rather than price cuts to drive sales without eroding margins.

Why it matters：A more disciplined discounting stance could support retail margins this holiday season, but it may also test whether consumers will spend without deeper promotions.

Key points

  • Most brands don't plan steeper discounts than the 2025 holiday season.
  • Bundling may appeal to smaller brands that can't absorb deep markdown costs.
  • The report covers holiday launches, stock and promotions.

Sources (original reporting)

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