What is markdown breadth?
The share of each product's in-stock sizes and variants selling below full price, averaged across products so each product counts equally.
Definition
Markdown breadth is the share of the in-stock range selling below full price. For each product, Data Purl takes the share of its in-stock sizes and variants that are marked down, then averages across products so each product counts equally. If a quarter of a brand's in-stock range is on sale, its markdown breadth is 25%.
It measures how widely discounting is applied, not how deep the discounts are. Discount depth is the companion metric.
Formula
Markdown breadth = average over products of (marked-down in-stock SKUs / in-stock SKUs)
Worked example
A brand has two products in stock. Product A has 10 in-stock sizes, 4 of them on sale (40%). Product B has 5 in-stock sizes, none on sale (0%).
Markdown breadth = (40% + 0%) / 2 = 20%. Each product counts equally, however many sizes it has.
How Data Purl measures it
Data Purl records the listed price and the full (original) price of every tracked SKU each week. A SKU counts as marked down when its selling price is below its full price.
Breadth is calculated per brand, retailer, category and country, and can be compared with the same calendar weeks in prior years to remove seasonality.
Why it matters
Rising markdown breadth ahead of a reporting period often signals excess inventory and gross-margin pressure. Falling breadth can indicate healthy full-price demand.
Because it is observable weekly from public websites, it is available well before a company reports.
Pitfalls
- Compare against the same weeks last year. Seasonal sale events make raw week-on-week changes misleading.
- Separate a brand's own site from wholesale partners. A brand can hold price on its own site while retailers discount its products.
Questions
What is the difference between markdown breadth and discount depth?
Breadth is how much of the range is on sale; depth is how big the discounts are on the items that are. A brand can discount a few items deeply (low breadth, high depth) or many items lightly (high breadth, low depth).
What is a normal markdown breadth?
It varies by category and season. In Data Purl's Shelf Indices, between about 42% and 51% of the in-stock US apparel range was marked down in each month of 2025 and 2026. Compare with the same weeks a year earlier rather than with a fixed benchmark.
Related
- Tracking a company's pricing power with eCommerce data
- Using markdowns as an early inventory and gross-margin signal
- Commercial due diligence with eCommerce data
- Monitoring portfolio companies and competitors after the deal
- Measuring tariff price pass-through with online shelf prices
- Tracking holiday and event promotions year on year
- Using eCommerce data in a consumer earnings preview
- Tracking product launches and newness
- How to choose an eCommerce pricing and assortment data provider
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