Reyo Market Report
What the market does is written in its newsletters. We read them out.
Since December 2023, Reyo has been monitoring the newsletters, push notifications, Meta ads and websites of more than 300 brands. The Market Report turns that observation into numbers you can use for your own planning – aggregated, traceable, without retailer names.
One edition per season, each with an open data basis.
The Reyo Market Report is published once a year around the most important retail season. Every edition answers the same questions: when does the market start, how deep does it discount, which mechanics run and how often does it send. That makes the editions comparable over the years.
The numbers do not come from surveys but from what retailers actually sent. Every message is automatically evaluated for discount depth, mechanic and minimum order value. What the data cannot support is not in the report – and what we cut, we say so.
Three reports, one body of data.
The benchmark is open to read, the Q4 guide comes as a PDF in exchange for your email address, the OMR guest article follows in October.
Market Report · September 2026
Black Friday Benchmark 2026
136 retailers, 10 industries, 3,361 newsletters: when the 2025 season started, how deep the discounts went and how often retailers sent.
Read the report
Guest article on OMR Reviews
SoonQ4 campaign planning
Eight theses from the fourth quarter of 2025, published as a guest article in the OMR Reviews ContentHub. Goes live in early October 2026.
Get notifiedAggregated, checked, honest about its own data.
Four rules apply to every edition. They are repeated in the methodology block of each report.
- 01
No retailer names
All figures are aggregated at industry level. Individual brands are not identified, not even for outliers.
- 02
Minimum base per median
Only retailers with at least three recorded campaigns enter a median. Industries with fewer than six such retailers are not reported; six to nine only with a visible sample-size note.
- 03
Fixed and "up to" kept apart
A firmly promised discount and an "up to" promise are two different statements. We never mix them into one median.
- 04
Cuts are named
Metrics the data cannot support reliably for the period are dropped – and the report says which ones and why.
The PDF sits behind a short form.
We do not hand out raw data. The full report “Q4 in the inbox” is available as a PDF after a short form. If you quote numbers from the benchmark, name the Reyo Market Report as the source.
- Get the PDF
Q4 in the inbox · report PDF
PDF · 57 pages · 4,617 newsletters · 222 shops · German
Get notified
SoonWe will let you know when the article is live.
The guest article on Q4 campaign planning appears in early October 2026 in the OMR Reviews ContentHub. Enter your email address – you will receive the Reyo newsletter, where we announce the article on publication day and every new edition of the Market Report.
Unsubscribing takes one click.
Sign up here
Next edition 2027
The next edition counts push too.
The Black Friday Benchmark 2027 will evaluate the 2026 season. New: push notifications as a channel of their own, recorded across the full period for the first time this season, and an expanded panel in consumer electronics.
See your competitors live.
The report shows the market in aggregate. Reyo shows you the retailers that matter to you – every week, with a recommendation.