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Let It Snow — and Let Retailers Rejoice!

Let it snow! Let it rain! If it does, our wholesale fashion trade just might avoid too much pain.

My friends and family think I’m nuts (and maybe a bit selfish) when I say I want bad weather to hit early in November and stay put until January 2nd.

But anyone in the industry gets it.

The best time to sell seasonal weather-wear is early — when shoppers are just noticing the chill and still optimistic about a “new look.” Retailers dream of stopping people in their tracks with a window display that whispers, “It’s time for a fashion refresh.”

These days though, it’s not the beautiful boots or cozy coats that seal the deal — it’s the SALE sign.

When did marking down merchandise early become mandatory? And more importantly, why?

Sure, it’s an easy way to drive traffic. But it’s hardly the most profitable one.

When I worked retail as a student, markdowns came much later — closer to Christmas, back-to-school, or end-of-season, when sizes were running low or the racks needed clearing.

Not anymore.

So, I did a bit of digging. Here’s a quick history lesson:

1918: Shoppers were encouraged to buy Christmas gifts early — to ease pressure on labour and transport during WWI.

1950s–1980s: Black Friday took hold, marking the start of the holiday shopping season and the rise of retail theatre.

2008: The economic downturn ushered in steep markdowns to keep customers spending and inventories moving.

Fast forward to today, and it’s all about supply chain efficiency, inventory turnover, and cutthroat competition.

Consumers don’t just hope for a sale anymore — they wait for it.

Call me nostalgic, but I miss the old retail rhythm — when timing, storytelling, and presentation mattered as much as the price tag.

Retailers and wholesalers deserve a break — and a profitable season.

So here’s to snow on the ground in Toronto. And to retailers selling out of boots, parkas, and scarves at regular price.

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From November 10 to 16, Toronto will transform into a bold playground of fashion, art, and culture at Fashion Art Toronto’s 1664 Fashion Week. Anchored at the modern waterfront venue T3 Bayside (251 Queens Quay E), this season under the theme RE:FORM invites visionaries and audiences alike to reimagine the future of style. Fashion Art Toronto+2Toronto DW BIA+2