Seasonal guide · November to January
In peak season, shops cut prices. You hold other cards.
Between November and January come, one after another, the moments when more clothing is bought than at any other time of year. Shops know it and always respond the same way: discounts for everyone, all at once, when the calendar says so.
If you resell, that's not your game. Your edge lies in what a shop can't do: branded garments, new with tags, below their original price and without waiting for any discount. This guide walks through each peak of the season, what retail does in each one and where your opening is.
Winter lots in stock
If you already know what you want, start here.
New with tags, boxes from 10 garments. Buy before 10 November and you'll have them listed for Black Friday.
 | Adidas hoodies and jackets 10 garments: €186.50 · €18.65/garment Estimated resale: €34/garment View lot → |
 | Premium Men's Casual Winter 10 garments: €175.50 · €17.55/garment Estimated resale: €35/garment · Few boxes left View lot → |
 | Women's Casual Winter 10 garments: €93.60 · €9.36/garment Estimated resale: €19/garment View lot → |
 | Caché Caché Women's Winter 10 garments: €54.10 · €5.41/garment Estimated resale: €11/garment View lot → |
Prices as of 2 November 2026; each lot's product page shows the current price and stock. Estimated resale is the average value per garment stated on each product page.
Why it matters
Two months out of twelve. One euro in every five.
In the European Union, November and December account for 21 % of everything online retail sells in a year. If sales were spread evenly, those two months would be 16.7 %.
EU annual online revenue, by month (%)
21 %
of the year's online sales happen in November and December.
An average month, if sales were spread evenly: 8.3 %
7.8 | 7.1 | 8.0 | 7.7 | 8.0 | 8.0 | 7.7 | 7.7 | 8.2 | 8.7 | 10.8 | 10.4 |
| Jan | Feb | Mar | Apr | May | Jun | Jul | Aug | Sep | Oct | Nov | Dec |
Source: Eurostat, turnover index for retail sale via mail order houses or via the internet (NACE 47.91), EU-27, calendar adjusted and not seasonally adjusted. Average of 2022, 2023 and 2024. Online retail in general, not just fashion.
November, with Black Friday, is the strongest month: it brings in 51 % more than February, the weakest. And January, sales included, falls below an average month: the post-Christmas slump shows online too.
Whatever you don't sell between now and Christmas you'll be selling in months when the whole market buys less. That's why the lot you buy in November is the most important of the year.
27 Nov Black Friday Whatever you list before Monday the 23rd reaches that week with views and favourites. | 24 Dec Christmas Eve and Christmas The gift day across most of Europe. Anything that arrives later is no longer a gift. | 3 weeks of lead time What you should allow between buying a lot and having it on sale. |
The calendar
Five peaks. Five different plays.
Each peak has a different buyer, and the shop reacts to each one in a predictable way. Knowing what the shop will do tells you where not to compete and where to win.
Cold weather 2–22 Nov | Black Friday 23–30 Nov | Christmas 1–14 Dec | Last minute 15–24 Dec | Sales from 26 Dec |
1 | Now → 22 Nov Cold weatherWhat people buy. Coats, jackets, knitwear, hoodies and boots. They're after what they need right now. What the shop does. Winter collection at full price. No discounts yet. Your play. This is your best price window. You're up against the full retail price, so a branded garment with tags priced below it stands out on its own. Buy your lot by: This week |
2 | 23 → 30 Nov Black Friday and Cyber MondayWhat people buy. They compare, save favourites and wait for someone to drop the price. What the shop does. Across-the-board discounts for days, on the whole catalogue at once. Your play. Stay out of the price war. Arrive with your listings already live, bundle discounts ready and the tag showing the retail price in the first photo. Buy your lot by: 10 Nov |
3 | 1 → 14 Dec ChristmasWhat people buy. They're buying gifts ahead of time: they want something new, presentable and that arrives before the 24th. What the shop does. Back to full price after Black Friday. Crowded shops and slower deliveries. Your play. New with tags means giftable. Say so in the title and make your shipping time clear; each platform publishes its Christmas cut-off dates. Buy your lot by: 24 Nov |
4 | 15 → 24 Dec Last-minute giftsWhat people buy. The last gift, often in a hurry and close to home. What the shop does. Online shipping cut-offs pass one by one and chains are already preparing the sales. Your play. Speed and proximity. List what you can ship within 24 hours and offer hand delivery in your city. Buy your lot by: 1 Dec |
5 | From 26 Dec The salesWhat people buy. They're hunting for price and, with the January slump, they think twice about everything. What the shop does. Marks down its current season, especially basics and odd sizes. Your play. Don't compete on discounted basics. Sell brands that aren't in those sales and second-hand in very good condition, below any sale price. Buy your lot by: Mid-December |
For Black Friday, the cut-off is 10 November. Anything you order before then arrives in time to photograph it and list it with a week to spare. See the lots in stock
You vs retail
The shop has volume. You have room to manoeuvre.
A chain moves thousands of garments with a single price and a single calendar. That makes it strong on volume and slow at everything else. These are the differences you can use.
| A shop | You, reselling | |
|---|---|---|
| Price | Discounts off its retail price, everyone at once, when it's time. | You sell below retail all year round. At the peaks you don't need to go any lower. |
| Range | This season's collection, in every size. | Mixed brands and past seasons: what's no longer in store. |
| Scarcity | If it sells out, it gets restocked. | One unit per size. The urgency is real, not a countdown timer. |
| Changing a price | Days of work and hundreds of labels. | One minute on your phone. |
| Service | General customer service, queues and chat. | You reply yourself, negotiate and put together custom bundles. |
| Buying stock | Seasonal orders placed months in advance. | Small lots just before each peak, with no minimum order. |
| What its buyer wants | Novelty. | Brands at a good price and, more and more, buying second-hand. |
In practice
Five advantages. How to use them in peak season.
1. The tag is your argument
A new garment with tags has the retail price printed on it. Photograph it close up, as the first or second image. While the shop advertises a discount percentage, you show the original price with yours next to it. The buyer does the maths.
2. Sell what's no longer in store
Plenty of people look for a specific garment from a specific brand, from a season that has already left the shops. Write titles that answer that search: brand + garment + size + "new with tags".
3. Bundles instead of markdowns
On Black Friday people will ask you for a discount. Instead of cutting the price of each garment, turn on bundle discounts: the buyer takes more pieces, you make a single shipment and your price per garment holds.
4. Speed a chain doesn't have
At the peaks, replying in under an hour and shipping within 24 decides a lot of sales. In the last week before Christmas, hand delivery in your city is something no online shop can guarantee on 23 December.
5. Buy just in time
You don't need the whole season's stock in November. With no minimum order, you can buy one lot for each peak: coats and knitwear now, gifts for December, second-hand basics for January. Less money tied up, fewer out-of-season garments.
If you run an outlet or a physical shop
Your customers already come for price. Give them reasons to come back.
An outlet doesn't compete with the shop on price: it's already cheaper all year. Its risk in peak season is a different one. When the whole high street is on sale, your gap narrows, and customers only walk through the door if there's something they haven't seen.
Refresh your rails before the peak, not during it.
Outlet customers come back when there's something new. Have the new stock on the rails in the second half of November, when they start going out to buy gifts.
Buy by volume and by category.
On pallets of 100 garments the price per garment is lower. Combining lots from different categories spreads the risk and shows you what sells through before you scale up.
In January, compete with what isn't on sale.
The high-street sales are this season's collection. You can stock new branded garments with tags that aren't in those sales, at outlet prices.
Put the gift together in store.
New garments with tags, grouped by person or by price, sell as a ready-made gift. It's work a chain doesn't do.
Ask for a custom order.
For large volumes or specific mixes (one brand, one category, one dominant size), book a call with our team and we'll prepare a proposal for you.
Common mistakes
What you shouldn't copy from the shops.
- Slashing everything on Black Friday. You lose margin on garments that would have sold anyway. Better: bundle discounts and a firm price on your best pieces.
- Listing on the day of the peak. A new listing starts with no views or favourites. List a week ahead.
- Stocking up on basics for January. That's exactly what the shops discount most. In January, go for brands and second-hand in very good condition.
- Promising delivery times you don't control. In December, a gift that arrives late means a bad review. State your real shipping time and stick to it.
Step by step
Your plan. Three weeks to Black Friday.
Week of 2 Nov | Choose and buy. Decide on categories (coats, knitwear, boots) and buy the lot. Before paying, check your margin per garment with the profit calculator. |
Week of 9 Nov | Receive and photograph. We prepare orders within 24–48 working hours, and in Spain they arrive in 3–5 business days. Shoot in daylight with the tag first. List your three best garments first. |
Week of 16 Nov | List everything and get ready. Upload the rest of the lot, turn on bundle discounts and buy packaging before the peak. |
23 → 30 Nov | Sell without cutting prices. Reply fast, ship within 24 hours and hold the price on your best pieces. |
24 Nov | Buy for December. With Black Friday under way, order your gift lot for Christmas. |
Winter lots
Get ready for the season. From €2.20 per garment.
No minimum order: boxes from 5 garments. We prepare your order within 24–48 working hours, and in Spain it arrives in 3–5 business days.
See winter lotsCalculate my marginCustom orders for outletsA new lot comes out every week. In our WhatsApp community you see it a day before it hits the website.
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