Data / Study
· 27 October 2026
Three in ten reduced trainers cost less at the same shop in the month before
One month before Black Friday we checked 68,413 trainers that shops sell with a crossed-out price. In 30% of cases, the same shop sold that trainer for less at some point in the 30 days before. Only 3% are cheaper today than on any day of the month before: a crossed-out price on its own says little about whether the deal is good.
These figures are of 27 October 2026, one month before Black Friday. The edition of 27 November 2026 uses the same method and replaces this one.
What we found
Data of 27 October 2026. Today's price against the 30 days before at the same shop. The daily price is that of the cheapest size in stock.
Most reductions are not new. Two reduced trainers in three, 67%, cost the same today as their lowest price of the past month: the shop had already charged that price before. 30% were cheaper before, and only 3% hit a low today. A crossed-out price does not mean today is the day to buy.
The big brands barely differ: adidas, Nike and Converse sit at about a third of reductions that were cheaper before (33%), PUMA at 34% and Vans at 36%. Reebok reaches half. Running brands show the least: On (20%), Saucony (23%), Salomon (25%) and ASICS (26%). GBB is the exception: of its 2,040 reduced trainers, none was cheaper before.
One chain behaves differently from one country to the next. At Zalando ES, 38% of reduced trainers were cheaper in the past month; at Zalando DE, 70%. Across the 15 shops with the most crossed-out prices, that share runs from 5% to 79%: one shop's crossed-out price does not read like another's.
There are three usual reasons why a reduced trainer was cheaper before. Shops raise and lower discounts several times a month. The crossed-out price is often the brand's recommended price, not the last one the shop charged. And our daily price is that of the cheapest size in stock: when that size sells out, the day's price rises even if the label does not change.
Black Friday does not show in the prices yet. On every day of the past month, between 11% and 18% of trainers in stock sat 3% or more below their own 30-day median; in the last week, between 15% and 18%.
Crossed-out prices, by brand
Data of 27 October 2026 · CSVThe 15 brands with the most trainers on a crossed-out price. Each percentage is of that brand's reduced trainers.
| Brand | With a crossed-out price | Was cheaper before | At the same low | At the month's low today |
|---|---|---|---|---|
| adidas | 14,076 | 4,653 (33%) | 8,784 (62%) | 639 (5%) |
| Nike | 10,540 | 3,465 (33%) | 6,760 (64%) | 315 (3%) |
| PUMA | 4,351 | 1,467 (34%) | 2,747 (63%) | 137 (3%) |
| New Balance | 3,307 | 881 (27%) | 2,344 (71%) | 82 (2%) |
| ASICS | 3,102 | 800 (26%) | 2,186 (70%) | 116 (4%) |
| Converse | 2,215 | 721 (33%) | 1,455 (66%) | 39 (2%) |
| GBB | 2,040 | 0 (0%) | 2,040 (100%) | 0 (0%) |
| Vans | 1,579 | 564 (36%) | 956 (61%) | 59 (4%) |
| Crocs | 995 | 265 (27%) | 715 (72%) | 15 (2%) |
| Jordan | 990 | 274 (28%) | 694 (70%) | 22 (2%) |
| Salomon | 876 | 219 (25%) | 643 (73%) | 14 (2%) |
| On | 861 | 169 (20%) | 682 (79%) | 10 (1%) |
| Reebok | 817 | 410 (50%) | 391 (48%) | 16 (2%) |
| Birkenstock | 816 | 216 (26%) | 592 (73%) | 8 (1%) |
| Saucony | 810 | 188 (23%) | 576 (71%) | 46 (6%) |
Swipe the table to see every column.
Crossed-out prices, by shop
Data of 27 October 2026 · CSVThe 15 shops with the most crossed-out prices, and the other shops with 50 or more in one row. The table shows how prices moved at each shop; it does not say that any shop breaks the rules on reference prices.
| Shop | With a crossed-out price | Was cheaper before | At the same low | At the month's low today |
|---|---|---|---|---|
| Spartoo | 11,694 | 4,216 (36%) | 7,368 (63%) | 110 (1%) |
| Footshop | 4,370 | 3,464 (79%) | 825 (19%) | 81 (2%) |
| Zalando ES | 3,562 | 1,350 (38%) | 1,695 (48%) | 517 (15%) |
| Zalando DE | 3,432 | 2,404 (70%) | 976 (28%) | 52 (2%) |
| Esdemarca | 3,390 | 554 (16%) | 2,831 (84%) | 5 (0%) |
| Foot District | 3,239 | 730 (23%) | 2,276 (70%) | 233 (7%) |
| 11teamsports | 3,154 | 1,969 (62%) | 1,103 (35%) | 82 (3%) |
| La Redoute | 3,066 | 529 (17%) | 2,376 (77%) | 161 (5%) |
| ABOUT YOU ES | 2,191 | 335 (15%) | 1,849 (84%) | 7 (0%) |
| Afew | 2,158 | 116 (5%) | 2,042 (95%) | 0 (0%) |
| Direct Running | 2,128 | 1,587 (75%) | 245 (12%) | 296 (14%) |
| El Corte Inglés | 2,070 | 500 (24%) | 1,570 (76%) | 0 (0%) |
| Sportwerk | 1,990 | 165 (8%) | 1,769 (89%) | 56 (3%) |
| ABOUT YOU DE | 1,938 | 647 (33%) | 1,267 (65%) | 24 (1%) |
| BSTN | 1,915 | 253 (13%) | 1,661 (87%) | 1 (0%) |
| Other 37 shops | 18,116 | 2,016 (11%) | 15,742 (87%) | 358 (2%) |
Swipe the table to see every column.
Before Black Friday, prices are not falling yet
Share of trainers in stock that sat 3% or more below their own 30-day median, day by day.
What it means for you
Do not buy on the crossed-out price. Note today's price for what you want and compare it with the price on the day of the deal.
If today's reduced price was already seen earlier in the month, there is no rush: that holds for two in three, and a countdown timer does not change it.
Compare shops, not discount percentages: a large discount on a high reference price can end up dearer than a small one at another shop.
What the data cannot tell you
The EU Omnibus rules (Directive 2019/2161), written into Spanish law in article 20 of Law 7/1996 on retail trade, ask that an announced price reduction refer to the lowest price of the 30 days before. Many shops cross out the brand's recommended price, which they may show when it is labelled as such. This study does not say that any shop breaks the rules.
The daily price is that of the cheapest size in stock, not of every size: a cheap size that sells out can make a trainer look as if it was cheaper before. Only trainers count, only shops with 50 or more crossed-out prices, and only products with a price on 14 of the 30 days; we drop price-unit errors.
This is a one-day snapshot, 27 October 2026. The Black Friday edition, on 27 November, will use the same method.
Method
Trainers in stock with a crossed-out price at least 3% above the selling price, at shops that sell their own stock. We compare today's price with the lowest at the same shop over the 30 days before, with a price on 14 days or more. "Was cheaper before": that low is 1% or more under today's price.
Full methodologyHow to cite
HYPEIBIZA, "Crossed-out prices: three in ten reductions were cheaper before", 27 October 2026, https://hypeibiza.com/data/black-friday
The figures, tables and charts are free to use for press and blogs, with credit to HYPEIBIZA and a link to the study page.
Press contact
For figures by segment, another date or a question about the method: hello@hypeibiza.com