Black Month Is Killing Your Favorite Brands

The retail calendar has become increasingly dominated by one major pattern: the pre-holiday avalanche of discounts. What started as a single day of deep markdowns (Black Friday) has morphed into “Black Week” or even “Black Month”. The problem? For both large and small brands — and especially in sectors like outdoor equipment and apparel — this shift has destabilised traditional business models, eroded brand value, distorted competition, and encouraged unsustainable consumption patterns.