SHEIN Starts Black Friday Before the Halloween Candy Is Even Gone
The fast-fashion giant's biggest-ever Black Friday and Cyber Monday selection leans on a survey claiming most shoppers plan to buy themselves a gift first.
SHEIN kicked off its holiday season with what it's calling its largest-ever Black Friday and Cyber Monday selection, covering party outfits, winter kids' clothing, and matching family pajamas, all with free shipping on qualifying orders through the app and us.shein.com. The retailer backed the launch with a survey of nearly 25,000 U.S. shoppers, finding 22% plan to start buying before November and more than 70% expect to spend the same or more than last year.
The more telling number is who they're buying for: 61% of respondents put themselves at the top of their own gift list, ahead of anyone else. Lisa Zlotnick, SHEIN's U.S. head of brand PR, frames the data as shoppers "planning ahead, seeking meaningful gifts, and treating themselves," which is a generous read of buying it for yourself first.
An early Black Friday push from a brand built on constant micro-drops is barely news on its own, but the self-gifting data is the real marketing story: SHEIN is explicitly selling the holidays as an excuse to buy for yourself, not just everyone else on your list, and betting that's a more honest pitch than pretending this season is about anyone but the shopper.
Source: PR Newswire
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
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