The Peak Is Only Part of the Picture: Reading the Q4 Demand Curve

Q4 delivered 36% of last year’s demand, and it started building well before Black Friday.

Black Friday and Christmas dominate the retail calendar, but our 2025 weighted demand data tells a bigger story. Q4 accounted for 36% of total annual demand, compared with around 20 to 22% for each of the other quarters.

Demand starts before the peak

Demand built through October, accelerated sharply from week five and peaked in week eight, in November. By then, customers were already comparing and deciding. October is your preparation window.

Different brands peak at different times

Leatherman and Opinel both grew strongly year on year, but their curves differ. Leatherman peaked earlier, while Opinel demand kept building to week nine before easing through December. Across our outdoor brands, Q4 demand grew 7% year on year.

Your Q4 action plan

1.        Secure stock and build product visibility before November.

2.        Introduce practical gift ideas through October.

3.        Keep merchandising active after Black Friday.

4.        Bring summer products in through December.

5.        Time promotions around each brand’s demand curve.

Check availability on your key Q4 lines and place your orders on ZenPort now, before demand peaks.