End-of-Season Fashion Sales: The Markdown Schedule Retailers Follow
Fashion retail marks down in waves: 30%, then 50%, then 70%. Knowing the cadence lets you decide between the size you want and the price you want.
Clothing is bought by retailers six to nine months before it reaches the shop floor, in quantities fixed long before anyone knows how it will sell. Whatever does not sell at full price must be cleared before the next season arrives. That constraint produces a markdown schedule so consistent you can plan around it.
The cadence
| Stage | Typical timing | Discount | Stock |
|---|---|---|---|
| Mid-season promotion | 6-8 weeks into the season | 20-30% | Full size run |
| First markdown | End of season | 30-40% | Most sizes |
| Second markdown | 2-3 weeks later | 50% | Popular sizes thinning |
| Final reductions | 4-6 weeks after season end | 60-80% | Extremes of size run |
The seasons, in the northern hemisphere
- Winter stock marks down from late December; final reductions through February.
- Spring stock marks down in May and June.
- Summer stock marks down from mid-July; final reductions in August.
- Autumn stock marks down around Black Friday and clears in early January.
Southern-hemisphere brands (several Australian labels we cover, for example) run the reverse schedule, which makes them a useful source for out-of-season buying.
Choosing your moment
- Common size, specific item: buy at the first markdown. Waiting for 50% often means waiting for a sell-out.
- Uncommon size: wait for final reductions; your size is likely still there.
- Basics and multi-buys: wait for the last stage and stock up.
Codes and sales
Most fashion brands exclude sale items from percentage codes but keep free-shipping and new-customer codes active. A few – mid-market brands clearing fast – allow “extra 10-20% off sale” codes in the final stage, which is where the year’s best fashion prices appear. We flag “works on sale items” on every coupon where our test confirmed it.