Brands Push Back Against Holiday Discounting to Protect Full Price

· Beauty & Fashion · United States

Brand leaders say discounting has become "a hard drug to come off," but retraining shoppers to pay full price is essential, according to a Glossy report. Heavy, frequent promotions — alongside competition from major retailers and marketplaces such as Amazon, which can afford deep cuts — make full-price selling an uphill battle for brands in the fourth quarter. Discounts are a welcome feature for consumers but a mixed bag for brands. Alongside the pricing debate, Anthropologie is pitching for a bigger share of holiday spending with a campaign built around airport reunions, party outfits and a hostess gift delivered by DoorDash, leaning on cultural hooks such as "Love Actually" reunions to capture shopping-list spending.

Why it matters：Sustained discounting erodes brand equity and margins across fashion and beauty, and how companies handle the fourth quarter will shape pricing power into next year.

Key points

  • Brand leaders describe discounting as "a hard drug to come off" but say full-price selling must be rebuilt.
  • Marketplaces such as Amazon can absorb deeper cuts than most brands.
  • Anthropologie is building its holiday pitch around airport reunions, party outfits and DoorDash delivery.

Sources (original reporting)

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