December 15, 2025, marked a notable uptick in consumer spending on fitness apparel and activewear, driven by holiday promotions that have been attracting shoppers eager to update their workout wardrobes ahead of the new year. As the end of the year approaches, major discounts and special sales events from leading brands have given consumers a chance to snag high-quality fitness gear at a fraction of the price. Retailers, particularly in the fitness apparel sector, are capitalizing on this seasonal surge in demand by offering substantial markdowns to clear inventory and make room for new products in the coming year.
One of the most talked-about sales events has been Lululemon’s December markdown event, which has captured the attention of shoppers looking for both style and function in their workout clothes. Offering discounts of up to 60% on some of its best-selling products, the sale has seen items like leggings, jackets, tops, and sports bras flying off the shelves. Shoppers are especially drawn to popular items such as high-rise pants, energy bras, and performance tops, which have earned a reputation for their exceptional comfort, durability, and versatile design. For many, the deep discounts present an ideal opportunity to purchase premium fitness gear that they might have otherwise considered too expensive earlier in the year.
Retail analysts note that end-of-season sales like those held by Lululemon not only help brands manage inventory but also provide an incentive for shoppers to invest in higher-end activewear. With 60% off, many consumers find themselves in a position to buy items they may not have been able to afford at full price. This creates a win-win situation for both consumers and retailers, as buyers are motivated to make purchases while brands move inventory ahead of the new year.
These December sales also highlight a broader trend in the fitness apparel market, where more and more consumers are prioritizing high-performance, versatile clothing that can be used both in the gym and in casual settings. As athleisure continues to be a dominant style choice, the demand for quality activewear that can transition seamlessly from workout to everyday wear has grown significantly. Shoppers are no longer just looking for functional workout clothing—they want pieces that are stylish enough to be worn outside of the gym, and brands like Lululemon have capitalized on this trend by offering designs that blend both fashion and function.
For fitness enthusiasts looking to start 2026 with renewed energy and a fresh workout wardrobe, these seasonal promotions provide a valuable opportunity. With many people setting fitness goals as part of their New Year’s resolutions, having the right gear can help inspire and motivate them to stick with their plans. The accessibility of discounted premium products ensures that a wider range of consumers can invest in quality apparel that can support their fitness journeys.
Beyond Lululemon, other brands in the fitness apparel space are also offering similar discounts, making December a key month for shopping for fitness-related items. These promotions are not limited to just one-off sales but are becoming an integral part of the holiday shopping season, alongside traditional holiday gift items. As consumers look to enhance their fitness routines and gear up for the year ahead, many are turning to these sales to make practical and affordable upgrades to their activewear collections.
The combination of rising consumer interest in fitness and the availability of high-quality, discounted apparel is helping to fuel the growth of the fitness apparel market. Retailers are keen to capitalize on this trend, providing consumers with opportunities to purchase fashionable and functional gear while simultaneously driving sales during a critical period of the year. As the fitness industry continues to thrive, these seasonal sales events will likely remain an important fixture in the shopping habits of health-conscious consumers. With 2026 just around the corner, fitness enthusiasts have the chance to start the year off right with new, performance-driven apparel that supports their active lifestyles.
