Before the clocks even struck midnight on Black Friday, thousands of shoppers were already scrolling through Lululemon’s website, snagging discounted yoga pants and jackets that had been quietly added to the sale section days ahead of schedule. The official Black Friday 2025 sale kicks off on November 28, but early access — a tactic perfected over years of holiday retail strategy — began as early as November 20. With over 500 styles slashed in price across shop.lululemon.com and global retail stores, the brand is turning its annual inventory purge into a high-stakes game of timing and taste.
What’s Actually on Sale — and What’s Not
Lululemon isn’t discounting everything. In fact, it’s doing the opposite of what most retailers do. While Target and Amazon throw wide discounts across entire categories, Lululemon is ruthlessly selective. As content creator Gabi LeMoine pointed out in her November 12 YouTube guide, the core items — the Align™ High-Rise Pant, Wunder Under Tight, Defined Jacket, and scuba hoodie in black, heathercore gray, or true navy — remain untouched. These are the holy trinity of Lululemon’s product line, the ones that sell out every week, year-round. They’re not on sale because they don’t need to be.
Instead, the discounts target what Lululemon calls “We Made Too Much.” That’s retail jargon for excess stock — colors that didn’t move, styles that were overproduced, or seasonal items that didn’t quite land with shoppers. The result? A curated sale that feels exclusive, not desperate. You’ll find the Wunder Under SmoothCover High-Rise Tight 28" at $49 (down from $108), the Groove Nulu Super-High-Rise Flared Pant at $59 (originally $118), and the Love Tank Top for just $24. Even the Double-Zip Backpack 22L, usually $98, is now $49. These aren’t clearance bins. They’re strategic drops.
The Psychology Behind the Blue Twill and Under $50 Sections
Look closer at the site, and you’ll see marketing layers designed to trigger urgency. There’s a dedicated “Hits under $50: 10/10” section, complete with a headline that reads: “If anyone can grab the best gets of the year fast, it’s you.” It’s not just a sale — it’s a challenge. Then there’s the “Blue Twill” collection, a color family that’s become a cult favorite. The message: “Save on your favourite blue hue.” This isn’t random. Blue Twill pants and jackets have been top sellers for two seasons. By isolating them, Lululemon turns a color preference into a limited-time obsession.
And then there’s the sorting. You can filter by “Price: Low to High,” “Top Rated,” or “New Arrivals.” That’s not for convenience — it’s behavioral engineering. Shoppers who want the best deals go low-to-high. Those who trust the crowd go top-rated. Those who want novelty go new arrivals. Each path leads to a different psychological reward. It’s retail as behavioral science.
Why This Strategy Works — And Why It’s Dangerous for Shoppers
Here’s the twist: Lululemon doesn’t need to discount to move product. Its brand loyalty is so strong that customers will pay full price for the Align™ pant even if it’s been on their wishlist for months. The sale isn’t about clearing inventory — it’s about creating FOMO around inventory that’s already desirable. That’s why the warning on the Women’s Black Friday page is so blunt: “Shop Women’s Black Friday gear before we sell out of your preferred color or size.”
And here’s the catch: the sizes that disappear fastest? The ones in the most popular colors. A size 6 in black Align™ pants? Sold out in hours. A size 8 in Blue Twill? Gone before lunch. The sale isn’t just a discount — it’s a race. And the people who win are those who know exactly what they want and act fast.
For every $49 pant someone grabs, Lululemon is also quietly selling $128 jackets to customers who didn’t wait. The brand’s profit margin stays intact on its core items, while the sale items — often made from leftover fabric or overstocked cuts — clear space for next season’s designs. It’s a masterclass in inventory management disguised as a holiday sale.
What Comes Next — And What You Should Watch For
The sale runs through Cyber Monday, but don’t expect deeper discounts. Based on past years — and as Gabi LeMoine confirmed in her video — Lululemon rarely extends Black Friday pricing beyond the weekend. What happens after? Items that didn’t sell get returned to full price or quietly discontinued. That’s why the “Items Being Discontinued” timestamp in her video (3:15) matters. If you see a style labeled that way, it’s not just on sale — it’s disappearing forever.
Shoppers should also watch for restocks. Lululemon occasionally brings back popular sale items in new colors or sizes — but only for 24 to 48 hours. No announcements. No emails. Just a sudden update on the site. If you’re hunting for a specific item, set a browser alert. Or better yet, bookmark the sale page and check it twice a day.
Historical Context: How This Sale Evolved
Five years ago, Lululemon’s Black Friday was an afterthought. A few discounted hoodies. Maybe a 20% off code. Then, in 2021, the brand began testing “We Made Too Much” as a standalone collection. It worked. So well, in fact, that by 2023, it became the centerpiece of their holiday strategy. This year, with 500+ styles and dedicated landing pages, it’s a full-blown retail event. And it’s not just about sales — it’s about brand control. Lululemon controls the narrative, the timing, and the scarcity. They’re not chasing volume. They’re chasing loyalty.
Meanwhile, competitors like Athleta and Nike have started mimicking the model. But they don’t have the same cult following. That’s the real edge. Lululemon doesn’t need to discount to sell. It just needs to make you believe you’re getting something rare.
Frequently Asked Questions
Which Lululemon items are most likely to sell out during Black Friday 2025?
The Align™ High-Rise Pants in sizes 4–10, especially in black, heathercore gray, and true navy, sell out fastest — even during sales. The Wunder Under Tight 28" and Groove Nulu Flared Pant in popular sizes and Blue Twill colorways also disappear within hours. These are the core items that never go on sale, so when they appear discounted, demand spikes.
Why aren’t core Lululemon items like Align pants discounted during Black Friday?
Lululemon keeps core items at full price because they’re consistently in demand — they don’t need discounts to sell. The brand’s entire strategy relies on maintaining premium perception. Discounting Align pants would devalue the product. Instead, they discount overstocked colors, discontinued styles, or non-core pieces to clear space without eroding brand equity.
Is the "We Made Too Much" collection a real inventory issue or just marketing?
It’s both. Lululemon does overproduce certain colors and seasonal styles — especially in 2023–2024, when demand for relaxed fits surged. But the “We Made Too Much” label is also a clever narrative tool. It creates urgency and exclusivity, making shoppers feel like insiders. The result? Faster sales, higher engagement, and zero damage to the brand’s premium image.
Should I wait until Cyber Monday for better deals on Lululemon?
No. Based on historical data and creator analysis from Gabi LeMoine, Lululemon rarely deepens discounts after Black Friday. Cyber Monday might bring minor free-shipping perks or bundle deals, but the best prices are on the first day of the sale. Waiting often means missing your size or color — not saving more money.
How can I tell if a sale item is being discontinued?
Look for items labeled “Discontinued” on the product page or mentioned in creator guides like Gabi LeMoine’s. Discontinued items often appear in the “We Made Too Much” section with no restocks planned. If you see a style you love in a color you want — and it’s discounted — buy it. Once it’s gone, it’s gone for good.
Are Lululemon’s Black Friday sales available in physical stores too?
Yes. The same 500+ discounted styles are available in all Lululemon retail locations worldwide. But inventory is limited — and often different from online. Stores tend to carry more of the popular sizes and colors. If you’re hunting for a specific item, check online stock first, then head to your nearest store with a list. Many shoppers report better in-store selection on Black Friday morning.
