You've Been Shopping All Wrong
The real intel on when to buy, which brands deliver, and how to stop wasting your money
Heyyyyyyy ;)
I told you I’d make my Thursday night return eventually, (a.k.a the entire reason I started this newsletter. roast me pls!), and today is SUCH a good one if I do say so myself.
If I didn’t make it glaringly obvious in every other post- I am a summer baby through and through and that’s the theme of today’s (and the next few) post(s). We’re talking all things summer shopping strategy, the founders + categories I’m currently betting on, what to (and not to) do when launching your brand and so much more.
Also, here’s a fun sidebar you didn’t ask for: remember when I mentioned I (lovingly) bullied my friends into a little “let’s get really hot for the summer” challenge? I was, against my better judgement, chugging (see:gagging) down Owyn shakes and all that good stuff.
And I did it. You heard it here first - she’s a fucking winner. Told you I could and I would.
You know what would make you a fucking winner, too? Having actual insider intel on how to navigate the shitstorm that is summer sales without losing your mind or your money and filling your closet up with a bunch of items you don’t even like.
But before we get into all that good stuff, it would mean so much to little old me if you could answer a few q's to help me sort some things out. Will love you 4ever! Just clicky click that little survey button below. I know you want to!
Are you ready for everything I’ve got for you today?
Time to set the scene. Slip into that sheer More to Come PJ set that’s equal parts chic + cooling, pour yourself a De Soi Haute Margarita if you were lucky enough to get your hands on it (because we're making strategic decisions tonight and need our wits about us), and settle in somewhere you can actually focus - maybe snuggled on that Parachute linen duvet cover situation you've been perfecting for weeks in preparation for summer temps.
It's Thursday evening, we're about to get the actual insider strategy on summer sales from people who track every price drop and markdown decision, and honestly? You're about to feel like you have a secret weapon every time you see "SALE" in your inbox.
This intel changes everything.
Let's do it, shall we?
Ty Haney just raised $11M Series A for TYB, her loyalty platform that somehow survived the crypto winter and is now powering community commerce for 200 brands including Glossier, Rare Beauty, Set Active, Year of Ours and so many more. The timing here is perfect - while everyone else was chasing Web3 trends (Web3 4ever honestly), Haney quietly built actual infrastructure for retention and engagement that brands desperately need at a time when customer acquisition costs are exploding. TYB users have 40% higher purchase frequency and 28% higher LTV, which is exactly the kind of metric that makes CFOs pay attention. The platform gamifies loyalty through challenges and collectibles, which works particularly well in beauty since those consumers are already obsessed with brands and creating content around them. This feels incredibly relevant given that Set Active (one of TYB's clients) just told BoF (cc: Kira Mackenzie) that user-generated videos work "because consumers can see how it moves, how it flows, how it fits into a daily life," and they've scaled UGC to 25% of their ads (we love to see the full picture). Haney claims TYB can drive 5-10% of revenue for brands in a more profitable way than throwing money at Instagram ads and TBH I believe her.
A new Whatnot report found that 41% of consumers are buying luxury handbags instead of contributing to their 401k, with 49% preferring handbag investments over stocks - which makes complete sense when you actually look at the returns data. This aligns perfectly with a recent conversation I had with Trinity Hislop of Third Find, who's building the "Bloomberg for Birkins" to create transparency in handbag investment markets that currently operates like the wild west. As someone obsessed with vintage bag buying, I want all the information - which designer was at the house, production numbers, provenance, actual price ranges, the entire story behind each piece- and I’m about to get it honey! Trinity is building exactly what this market desperately needs: proper data infrastructure for an asset class that women are naturally drawn to but has zero transparency or serious analysis. When Chanel Classic Flaps from the 90s sell for 5x retail and Birkins consistently outperform gold, why isn't this taken seriously as legitimate portfolio diversification? Should I have Trinity on the newsletter to dive deeper into this? Also, if you're interested in what she's building and want to learn more, DM me and I can connect you. It’s truly *chef’s kiss*.
On Tuesday, Paige DeSorbo launched Daphne, her sleep and loungewear brand, and immediately faced backlash for $200+ price points that feel completely disconnected from the Summer House audience that made her famous. The criticism is valid - when your brand story is built on being relatable and "chronically online," launching sets that cost more than rent sends mixed signals to the very people who made you famous. DeSorbo spent three years developing this with Concept Brands, suggesting she was going for premium positioning from day one rather than quick influencer cash grab. The 111,000 Instagram followers since announcement shows there's demand, but the pricing conversation is messy and the complete lack of inclusive sizing feels tone-deaf for 2025. Honestly, the whole aesthetic looks pretty basic for those price points, and when your audience is young women who platformed you, maybe don't price them out of actually buying your products?The real test will be whether she can justify these prices or if she'll need to add more accessible options to match her audience's reality. Still love the idea and brand / founder connection and I will be watching to see how this plays out. P.S. Why is this HEX color #100078 haunting us online?
Emily Oberg's recent BoF conversation revealed exactly why Sporty & Rich succeeded when so many other founder-led indie brands crash and burn: she had actual operational infrastructure from day one instead of trying to figure it all out while scaling solo. Her partner bringing an entire experienced team (no, literally he had his entire OWN brand’s team take on S&R’s work in it’s beginning days) meant she could focus on creative vision while someone else handled the logistics of fulfilling $600K pre-order drops (which is every founder's goal - do what you're good at, delegate what you're not - but rarely a privilege in early days.) The honesty was refreshing given how everyone's always solo hustle culture girlboss maxing until you find out they had a huge team behind them the entire time. Her approach to the NYC flagship as a full lifestyle ecosystem (café, spa, gym) shows she understands that modern retail can't just be about moving product anymore - you're selling access to a world people want to be part of. I think I’m a fan again.
Phia’s Coffee Club initiative - inviting 10 users weekly to their NYC office for coffee and feature requests - solves the engagement problem that kills most tech startups after the initial download rush. Requiring users to submit actual bug reports or feature requests as entry creates a natural filter for people who genuinely use the product versus those just wanting face time with Phoebe Gates (although I’m sure the IG stories will still be poppin). For founders with built-in name recognition and networks, this grassroots approach to product development feels surprisingly authentic rather than taking the easy route of leveraging connections for surface-level community theater. When most apps in this space struggle to prove ongoing value beyond the novelty factor, direct user feedback sessions could be exactly what keeps people engaged and excited long-term.
Summer shopping has always felt v chaotic to me and I’m sure you’ve experienced it too. It's the most trend-forward season, it moves much faster than fall or spring, and there are sales constantly - Memorial Day, July 4th, Labor Day, back-to-school, plus all the random markdowns when brands need to clear inventory. Trying to figure out optimal timing without losing your mind and control of your $$$ feels impossible.
So I went directly to the people who actually understand how this works - the ones tracking the data, moving the merch and managing the markdowns. I wanted the real strategy behind summer sales (not the consumer facing marketing version): the actual intel on timing, which brands deliver, and how to avoid spending money on shit you don't really want OR need.
Here's who broke it down:
Carted - the *ultimate* wishlist app that saves your never ending list of wants and tracks price drops across thousands of brands. Shop Girl at Carted has all the data on what's going on sale, when, and how deeply. We <3 data nerds!
Julie McCarter - veteran merchandiser who was SVP at Restoration Hardware (swoon) and Bath & Body Works (they can run a sale honey!) before co-founding Plan + Pivot, her retail and product strategy consultancy for growth-stage brands. Go follow and support our fashion startup girl!
Evonne Sturm - One of my favorite substack friends, a 19-year fashion industry vet in buying and merchandising who also writes Musings of a Merchandiser. She's seen every sales strategy and trick that exists.
They're telling you exactly who to shop, when to buy, and how to avoid the mistakes most people make.
You’re so fucking welcome for this one!
1. Which brands consistently have the best/deepest summer sales? Any that surprise people with their markdowns?
Carted: There is so much nuance in this question! The unpredictability of the sales season is exactly why shoppers love Carted :)
The multi-brand retailers do have the widest selection at sale time - it makes sense. But these days, most brands will have a level of control as to how deeply they are discounted, and it's harder to find huge variations in the price of the exact same item across different retailers.
Data time!
Beauty:
Rhode - 0% of items saved to Carted have seen a price drop
Ulta - 21% of items saved to Carted have seen a price drop
Sephora - 9% of items saved to Carted have seen a price drop.
Luxury multi-brand retailers on average - 30% of items saved to Carted have seen a price drop.
JCrew - 60%
Sezane - 3%
COS - 15%
Alex Mill - 16%
Donni - 5%.
Our Carted Price Check feature (currently in beta) automatically searches for the same item sold more cheaply at another retailer to help do that hunting for you. We see prices 22% lower on average where these discrepancies exist — so it still pays to shop around, or let smart tools do that for you!
Julie McCarter: There are a few brands that consistently appear when it comes to summer markdowns. They run lean seasonal floors, turn inventory quickly, and use promotions strategically to drive volume to make space for BTS/Fall.
Consistent top performers: J. Crew, Madewell: Always run layered discounts and often add a percentage off clearance. This is when I stock up on basics and trend-forward pieces I didn't want to pay full price for.
Anthropologie: Their "tag sale" can be hit-or-miss, but when it hits, it's good. They'll often mark down newer or even in-season products to move them more quickly.
Surprise markdown MVPs:
Lululemon "We Made Too Much": Not a traditional sale, but still one of the best. It updates often (usually on Thursdays), and if you know what you're looking for, there are great values.
Abercrombie & Fitch: Quietly becoming a go-to again. Strong pricing strategy, especially on core categories like denim, dresses, and swim. They balance value perception with a high promotional cadence.
Evonne Sturm: COS is consistent. J.Crew gets aggressive fast. Toteme keeps things clean without killing the brand. But the real steals? They're usually from retailers clearing space — SSENSE and Net-a-Porter go deep if you time it right. Nordstrom can surprise you. But don't be fooled by the Anniversary Sale — it's mostly made-for-sale products. The value just isn't there anymore.
2. What's your strategy for timing—when do you shop for best selection vs. waiting for deeper discounts?
Carted: Our data is SUPER clear on timing: Tuesdays and Thursdays are the days we send the most sale notifications via Carted (p.s. If anyone has worked inventory in retail you know how much of a shitshow Tuesdays + Thursdays could be). Waiting can be worth it if there is a lot of stock. But if stock levels are low, and it's something you really want—don't wait. There's often an "Extra 20% off" at the end of a sale period, but remember that this is to clear the stuff that hasn't sold. So it's less likely you'll score the latest and greatest at this time.
Julie McCarter: It's always a balance between getting the thing and getting the deal. You just have to know which one matters more to you.
Early is best for selection. If you're eyeing a specific item in your size, your color, your fit, this is when you grab it. Markdowns are lighter, but the assortment is full.
Mid-Sale is my go-to. This is usually when retailers take additional markdowns and add new sale styles to keep the event feeling fresh.
Last Week is for the flexible. If you're open to size or just browsing for fun, this is where the deepest discounts show up, but inventory is limited, and sizing can be spotty.
Quick tip: I use the wishlist or "save for later" feature if you're on the fence (Julie: meet Carted, Carted: meet Julie). You'll get alerted when it drops in price or sells out, and you don't have to keep checking back.
Evonne Sturm: A buyer told me last week she's already knee-deep in Back-to-School planning - and it's June. Didn't school just let out? That's retail. Everything's planned months ahead, and sale drops are more about hitting margin targets than matching the weather. The final markdown? Just leftovers. Be smart with your money. Shop early.
3. Any insider tips for navigating summer sales that regular shoppers miss? What are your favorite spots or your best tactics for finding hidden gems?
Carted: Ha - being organized!! Hands down the only way. Of course I use Carted, but the idea is to have lists of what you want to buy. And make those lists in advance of sale periods. It's actually useful to have lists running at all times - always be prepared for a random private sale! A "great deal", in my humble opinion, is:
when you've scored something you've been thinking about for a while
where you've filled a known gap in your wardrobe/home/beauty cabinet
where you've been able to tick something off your wishlist (maybe even a gift)
you've added an incredible piece to your collection that wasn't on any lists but will bring you absolute joy and you won't for a second regret purchasing it.
A "great deal" is NOT: OMG it was 50% off so it's basically free, but I never really needed it. This is my favorite brand, but there's nothing I really LOVE right now, but I must get SOMETHING because - Sale!
Julie McCarter: A few small moves make a big difference.
Watch the cadence; Most brands drop markdowns on Tuesday or Thursday (we love data consistency from the girls!). That's when I’m checking sales.
Stack your discounts. Don't forget loyalty points, email sign-ups, app-specific promos, and browser extensions like Honey or Rakuten. Many of these stack on top of the sale price.
Go past page one. Algorithms often push new arrivals or higher-margin items to the front. The real gems are sometimes buried.
Leave your cart overnight. Some retailers send "We saw you looking…" discount nudges. Not always, but worth trying.
Check the return policy. Sale items are often final sale, even if it's not obvious. Always double-check before you hit checkout.
Evonne Sturm: Off-season and off-platform is where the real value lives. The RealReal and Poshmark are goldmines if you know what you're after. I've found pieces there that I missed months earlier. They are in perfect condition, the tags are still on, and the price is half the price. It's not luck, it's leverage. Saved searches, filtered alerts — that's how you outsmart the algorithm and win the long game.
4. Are there specific categories or price points that always get marked down heavily?
Julie McCarter: Feels like you see seasonal hit the hardest during this Q2 timeframe.
Swimwear: Multi-brand retailers drop prices fast, often 40–60% off by July to clear through units before vacation demand softens.
Sandals and seasonal sneakers: Especially in trend colorways or styles that won't transition into fall.
White denim, linen, and lightweight fabrics: These start moving quickly in late July. No one wants to carry them forward.
Occasion dresses: As weddings and events slow down in August, you'll see deeper promotions to clear this category.
Price point-wise, the $150–$300 range tends to get the steepest discounts. These are high-margin items that brands are more willing to move late in the season. You're getting quality product at a strong value if you time it right.
5. Biggest mistakes you see people make during sale season?
Carted:
not being organized
not working from a list
shopping for the sake of a markdown
falling for the marketing versus your needs
I get it - being 'organized' can sound boring in a way; Maybe it sounds like it's taking the fun out of shopping. BUT - sale season is the time to bring out your Hunter / Analyst persona. When you shop you want to feel GREAT about your purchases. Let's stop chasing small dopamine hits that turn to sadness once the parcels are actually delivered.
Julie McCarter: Here's what I see most:
Buying something just because it's on sale. If you wouldn't have wanted it at full price, it's probably not going to get worn.
Ignoring fit and fabric. Don't talk yourself into something that doesn't feel good just because the price is great.
Missing the return policy shift. Some brands make sale items final sale, or shorten the return window, without flagging it clearly.
Not checking other channels. Sometimes the same item is cheaper in the app or through a third-party retailer. Always worth a quick cross-check.
Waiting too long. People assume the price will keep dropping, but best sellers can get pulled entirely. If you love it, don't risk it.
Evonne Sturm: Start with what your closet actually needs, not what's cheapest. If something's been on your wishlist for months and finally drops in price, that's a smart buy. But don't get distracted by the noise. If it looked confusing on the sales floor, it looked confusing in the open-to-buy (!!!!! hi, me, Carly, screaming). Mostly mismatched prints and odd color combos — pieces the buyer never fully believed in, but took a swing on anyway. Markdowns waiting to happen from the very start.
6. Any brands that do sales differently or have unique approaches worth knowing about?
Julie McCarter: Yes - some brands use promotions as part of their brand positioning, not just a clearance event.
Everlane: Their "Choose What You Pay" sales let you pick from a few price tiers based on how much margin you want the brand to keep. A clever blend of transparency and psychology.
Jenni Kayne: Rarely goes on sale, but when they do, especially for loyalty members, it's intentional and usually limited-run. Worth watching.
Reformation: Known for quick, unannounced flash sales, especially around long weekends. Discounts are meaningful, but inventory moves fast.
Aritzia: The Clientele Sale is well-known among loyalists. You get early access and deeper discounts than the public version. It's practically an insider event.
Also, check outlet tabs on full-price sites. Shopbop Sale, Nordstrom Rack, Net-a-Porter's Clearance, they all have excellent product that quietly lands there with very little promo.
Again, follow Shop Girl at Carted (Carted App), Julie McCarter (Plan + Pivot), and Evonne Sturm for more insider insights.
OK! I know - so much to read today but so much good info I just couldn’t gatekeep.
I love how they all had similar answers for certain things like the Tuesday/Thursday markdown timing and were in complete agreement on J.Crew being the place for sales - which makes me thrilled because I've had this dress on my wishlist for some time now and refuse to pay full price (REAL TIME UPDATE: IT’S ALREADY ON SALE! AND IT’S THURSDAY! THE GIRLS ARE GENIUSES!). And now I don't have to - and neither do you!
Use this intel wisely, and may your carts be full of things you actually want at prices that make sense.
Until next time ~
xoxo,
Carly
Love this so much (if I do say so myself 😅). Hands down one of the best pieces of content on how to get the most out of shopping sales and markdowns in general. Thanks for having me! Cannot even with your UPDATE on the J.Crew
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