Diwali, Singles' Day and Black Friday: fashion's last chance to rescue a weak 2026
All three shopping events fall in November this year, giving brands a final window to lift sales in India, China and the US after a disappointing year for luxury, the Business of Fashion reported.
Fashion retailers are entering the final stretch of a disappointing year, and a run of holidays and shopping festivals in November offers a last chance to boost sales before year-end, The Business of Fashion (BoF) wrote in its weekly briefing on 8 November.
Three markets, one month
- Diwali in India peaked on Sunday, 8 November; the five-day festival runs through Wednesday, 11 November.
- Singles’ Day in China falls on the same day, 11 November, with discounts tied to the event starting weeks earlier.
- Black Friday in the US, which opens the holiday shopping season, is on 27 November this year.
BoF noted that Diwali is above all a religious holiday, while Singles’ Day and Black Friday are purely commercial events — yet all three have become fixtures of the retail calendar.
Backdrop: a stalled luxury market
BoF said the roughly $350 billion luxury industry enters the year-end period after gloomy summer sales showed that a hoped-for turnaround remains elusive. Italy’s Il Foglio reported that LVMH’s fashion and leather goods division fell 5% in the third quarter and Gucci 6% on a like-for-like basis, with suppliers in Italy facing restructuring and short-time work as orders slow.
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