In the world of luxury, a price reduction can be risky. It may diminish not only the margin but also the sense of exclusivity. That’s why the top brands don’t participate in Black Friday on a mass scale. Instead of huge banners with exclamation marks, they opt for subtlety—relying on invitations, closed platforms, or discreet messages directed only to loyal clients.
What has shifted the balance of power are the rising expectations of premium customers. More and more often, they see Black Friday not as an opportunity for a “cheap deal,” but as a moment when brands can offer them something unique. Not a discount, but a privilege. Not a promotion, but a premiere. And instead of a markdown, access to a world that is usually only partially open to them.
Black Friday in the world of luxury: launches instead of discounts
In 2025, there’s a growing trend of launching products available exclusively during Black Friday. Instead of discounting classic collections, fashion houses and designer brands are creating limited-edition drops. These might include perfumes in new concentrations, handbags in rare colors, reissues of archival models, or furniture in unique finish variants.
Such a strategy bridges two worlds: the mass appeal of Black Friday and the luxurious standard of exclusivity. The customer who purchases a given product isn’t buying a discounted item. Instead, they’re acquiring something that exists only in a minuscule quantity—often even individually numbered. The promotion becomes a curated event, not a clearance sale.
Black Friday behind closed doors
The second strategy used in the world of luxury is the so-called private sale—events that the average consumer will never see. Special access codes, hidden subpages, dedicated consultations, and even personal product presentations in boutiques become a form of “silent Black Friday.” Instead of competing for mass attention, brands invest in building relationships with a select group of clients. With those who value a truly individual approach.
This is Black Friday without the noise, without red banners, without price pressure. An offer that isn’t really an offer. It’s also a gesture meant exclusively for insiders.
Experience, not a discount
The third piece of the puzzle is not about offering cheaper products, but about providing added value. Jewelry brands offer engraving and personalization. Premium perfumeries provide access to fragrance ateliers or exclusive sets created just for the occasion. Meanwhile, furniture manufacturers present unique versions of designer pieces that are more works of functional art than mere interior furnishings.
These actions aren’t about saving money. It’s about creating the feeling that on Black Friday, the customer gets something they couldn’t get at any other time of the year.
The most unusual phenomena of Black Friday 2025
The most distinctive trend of Black Friday 2025 in the luxury segment has become the “limited edition instead of discounts” strategy. Instead of classic promotions, premium brands are launching products available for just one weekend. This approach highlights the exclusivity of the moment. Perfume houses have unveiled special fragrance editions created exclusively for Black Friday. That’s why unique compositions or limited bottles—unavailable before or after this date—are also a treat for collectors.
Highly coveted drops appeared in fashion, available exclusively on Farfetch and Net-a-Porter. New versions of iconic handbags. Limited-edition sneaker colorways, and even short-run evening dresses that sold out within an hour. This trend was complemented by brands like VERTU, which combined discounts with luxury gifts and anniversary editions. Also noteworthy were special beauty sets prepared by Saks Fifth Avenue and Nordstrom, unavailable in regular sales. All of this made Black Friday 2025 in the world of luxury not an opportunity for a “cheaper purchase,” but a collector’s event. A moment when the value of a product increases thanks to its ephemeral, 48-hour uniqueness.
Luxury is redefining holiday shopping
In the world of mass retail, Black Friday is a race for the lowest price. In the world of luxury, however, it becomes a story of exclusivity, belonging, and access to the extraordinary. Luxury brands prove that it’s possible to harness the energy of this day without sacrificing prestige.
Black Friday in the world of luxury is therefore not a time for discounts. It becomes a moment when brands can showcase their strength, creativity, and ability to craft experiences. That’s why it’s a spectacle of selective availability, where the allure lies not in lower prices, but in exclusivity.
