Who is discounting
for BFCM 2026,
and how deep.

182 DTC brands,
measured against their own October.

Each row is one brand. "October" is the median share of its catalog on sale across its October crawls; "Now" is the latest crawl. A brand counts as discounting when it is at least 10 points above its own October or sends a sitewide promo email.

Which categories
moved first.

What the promo emails
offered.

From the 13 brands we are signed up to, 0 have sent a BFCM promo so far. Welcome and abandoned-cart offers are left out: brands send those all year.

When brands started,
and who has not.

How this is measured.

Every night a crawler reads the public product catalog of each brand's Shopify store, at a slow, steady pace, and records which items show a compare-at price above their price. That gives each brand an on-sale share and a discount depth for every night since early October. A brand is in this tracker when it has at least 21 October nights. Its October median is its normal; BFCM is measured against that, brand by brand.

Catalog prices miss discounts applied only at checkout with a code. Those show up in email, so the tracker also reads the promo emails each brand sends to a signup we made, one per brand. No form other than a newsletter signup was ever submitted, nothing was bought, and no brand's own data is used.

For the welcome popups the same brands show, see the DTC Welcome Offer Tracker. For the case against going deep, see BFCM without discounts and what to offer instead of a discount. Reading your own offer against these brands before Black Friday is a week of The Read.

Common questions.

How do you know a brand is discounting?

Each brand is compared with its own October. When the share of its catalog on sale rises at least 10 points above its October median, or it sends a sitewide promo email, it counts as discounting. Measuring against the brand's own normal means a store that always shows a compare-at price is not counted as running a sale.

Which brands are in it?

182 DTC brands on Shopify that we crawl nightly and that have at least 21 nights of October data. The list comes from The Handoff brand directory.

Does it include discount codes?

Codes applied at checkout don't change catalog prices, so the crawl can't see them. The email columns cover them for the brands we are signed up to.

How often is it updated?

Every three days from November 1, then daily from November 24 through December 2. The date at the top of the page is the date of the data.