When to Mark Down Winter Stock (and When to Hold It)

Come late February, every store faces the same pile: unsold winter stock and a decision. The reflex is to clearance everything — but winter accessories aren't produce, and an automatic markdown often throws away margin that patience would keep.

The carry-over test

Ask of each item: will this look dated next November? Plain black gloves, grey toques, thermal basics — the answer is no. They cost you only storage space, and their full margin waits eleven months. Fashion colours, trend styles, and anything licensed or dated — the answer is yes; mark those down and free the cash.

What markdown timing looks like

• Mid-February: first cut on fashion styles, while there's still cold weather to sell into. A shallow discount now beats a deep one in April.

• March: clear whatever fashion remains at cost or below. Space matters more than pride.

• Basics: no markdown. Consolidate to a small facing, box the rest, label it, done.

Storage discipline is the whole trick

Carry-over only works if next October's you can find the box. Clean stock, sealed cartons, a written count taped to the lid. That count also directly reduces next season's pre-book — you're already partially stocked.

Buy this year with next February in mind

This decision gets easier upstream: go deep on carry-over-proof basics and shallow on fashion. When most of your winter buy is timeless, clearance season becomes a small event instead of a margin massacre. It's also why testing fashion colours in small local reorders — rather than big pre-commitments — pays for itself.

Frequently asked questions

Which winter stock should I mark down in February?

Fashion colours, trend styles, and anything dated — while there's still cold weather to sell into. Plain black gloves and grey toques should not be marked down: they carry over at full margin.

How do I store carry-over winter stock properly?

Clean stock, sealed cartons, and a written count taped to the lid. That count directly reduces next season's pre-book — you're already partially stocked when the next winter campaign opens.