Lululemon ‘We Made Too Much’: Sales, Challenges, and the Best Deals of 2025
Score high-quality activewear at steep markdowns before your favorite styles sell out.
Lululemon’s ‘We Made Too Much’ section has long been a favorite destination for bargain hunters looking to score premium athleisure at lower prices. But recent changes in inventory strategies, shifting trends, and new competitive pressures reveal that the markdown racks are more than just seasonal happenstance—they’re a signal of greater shifts within the brand and across the activewear industry.
What Is ‘We Made Too Much’ at Lululemon?
The ‘We Made Too Much’ section on Lululemon’s website and in physical stores serves as the company’s primary clearance outlet, offering discounts on overstocked or less-popular styles. It’s regularly refreshed with new markdowns on everything from signature leggings to sports bras, outerwear, and accessories, offering both men’s and women’s products.
- Frequent markdowns: New items are added weekly, creating an ever-changing assortment.
- High-value finds: Discounts typically range from 20% to 50%, occasionally more on seasonal items.
- Final sale: All ‘We Made Too Much’ items are final sale, so returns and exchanges are generally not permitted.
Why Has Lululemon Increased Markdowns?
In 2025, shoppers and analysts noticed a distinct increase in the number and diversity of items listed in ‘We Made Too Much’, both online and in stores. This isn’t simply a matter of clearing last season’s colors—it points to a complex intersection of internal business challenges and external marketplace shifts.
- Product fatigue: Core categories, especially lounge and social wear, became ‘predictable’ and ‘stale,’ leading to reduced customer engagement and declines in U.S. same-store sales.
- Overproduction and inventory buildup: Analysts observed as many as 1,000+ sale items on Lululemon’s website and extensive sale racks in multiple physical locations.
- External economic factors: With 81% of U.S. shoppers prioritizing discounts amid economic tightening, Lululemon’s premium pricing model faced new pressures to move slower-selling merchandise.
- Intense competition: Brands like Vuori and Alo Yoga are rapidly capturing market share through similar aesthetics and attractive pricing, directly intensifying Lululemon’s need to clear stagnant inventory.
Recent Sales Trends: Why So Many Lululemon Items Are on Sale?
Lululemon’s sales trends in 2025 offer a cautionary tale for aspirational brands:
- Declining U.S. sales: 4% drop in Americas same-store sales and an 8.5% decline in customer visits signify eroding engagement.
- Design challenges and disjointed assortment: Efforts to introduce new colors and bolder designs created a ‘disjointed assortment’ that failed to resonate with core audiences.
- Rise in markdowns: Analysts discovered uncharacteristically high numbers of sale racks in flagship stores (e.g., 7 racks in Coral Gables, 11 in Westport), and more than 1,000 discounted items listed online.
Jefferies analysts noted that Lululemon’s shift toward louder colors and larger logos—an effort to attract younger shoppers—may have inadvertently pushed away loyalists and created slow-moving stock that quickly lands in the ‘We Made Too Much’ category.
| Key Trends | 2024-2025 Impact |
|---|---|
| Product cycles too long | Fatigue in core lounge/social categories, markdown pressure |
| Bold new colors/logos | Mixed reception, risk of alienating base, more sale items |
| Increased competition | Market share loss to Vuori, Alo Yoga, others |
| Economic headwinds | More shoppers hunting for discounts, lower sell-through on full price |
Lululemon’s Response: How the Brand Is Shifting Its Strategy
Recognizing mounting problems, Lululemon leadership is taking steps to adapt:
- Product overhaul: Plans to increase new styles to 35% of the assortment by spring 2026 (up from 23% in 2025), with a sharper focus on speed to market and design innovation.
- Creative leadership: Global Creative Director Jonathan Cheung is bringing in new design talent to reinvigorate offerings.
- Inventory management: Greater attention to on-trend inventory planning, aiming to minimize overproduction and reduce the volume of discounted stock in future seasons.
- International expansion: Even as U.S. sales soften, Lululemon is seeing growth in direct-to-consumer channels (up 8% in Q1 2025) and is banking on expansion, especially in China, to drive overall global revenue.
- Pricing strategies: Modest price increases are being tested to offset tariff pressures, but there’s a risk of alienating budget-conscious consumers.
Why Does the ‘We Made Too Much’ Section Exist—And Should Shoppers Care?
For shoppers, ‘We Made Too Much’ is both a treasure trove and an opportunity created by Lululemon’s missteps:
- Excellent value: Premium activewear at dramatic markdowns—sometimes up to 50% off regular prices.
- Limited-time and constantly changing: Items on sale often rotate weekly, meaning the best picks go fast.
- Product diversity: Includes core bestsellers as well as seasonal colors, new cuts, and accessories.
- Final sale status: Buyers should double-check sizing and preferences, as markdowns typically cannot be returned or exchanged.
How to Shop Lululemon’s Best Markdowns Like a Pro
- Check multiple times per week: Inventory refreshes can happen unpredictably, meaning today’s out-of-stock may return next week.
- Act quickly on great finds: Sought-after sizes and colors tend to sell out fast.
- Know your favorites: Familiarize yourself with Lululemon’s fit and styles; many markdowns are on seasonal colorways of perennial favorites.
- Look for rare deep discounts: The end of season and post-holiday periods sometimes offer the steepest price cuts.
- Double-check return policy: Remember, all ‘We Made Too Much’ sales are final.
Pro tip: Sign up for Lululemon’s newsletter or download the app to get alerted about the latest drops.
Top ‘We Made Too Much’ Picks for 2025: What to Look Out For
While specific inventory changes weekly, these categories are almost always heavily featured on the markdown page in 2025:
- Women’s Align™ leggings: Beloved for their buttery feel, they frequently appear in past-season colors and prints at up to 30% off.
- Swiftly Tech tops: Versatile for running, yoga, or everyday, available in long-sleeve, short-sleeve, and tank options.
- Sports bras: Sizes and support levels for all body types, often discounted in unique hues.
- Outerwear: Jackets and pullover styles, especially in bold or out-of-season colors.
- Men’s joggers and ABC pants: A staple for commuters, these are regularly marked down in seasonal colors or with minor design tweaks.
- Accessories: From gym bags and backpacks to hats and water bottles, the selection is broad and ever-changing.
Lululemon vs. The Competition: Markdowns as a Market Signal
| Brand | Core Strengths | 2025 Sales Strategy | Activewear Markdowns |
|---|---|---|---|
| Lululemon | Premium fabrics, innovation, loyal base | More frequent sales & deep discounts on overstock | Align™ leggings, joggers, bright colorways |
| Vuori | Casual-cool aesthetic, comfort, lower price point | Expanding retail footprint, strong online sales | Seasonal markdowns, concentrated in core styles |
| Alo Yoga | On-trend design, celebrity influencers | Flash sales, collaborations, targeted discounts | Frequent seasonal promotions |
Markdown sections are no longer just a clearinghouse; they’re a strategic response to fierce competition and economic pressures. Analysts argue that if Lululemon can fine-tune its product mix and maintain its aspirational appeal, it may emerge from this period stronger—but consumers are the ultimate winners in the short term, thanks to deep discounts and broader selection.
The Pros and Cons of Shopping ‘We Made Too Much’
| Pros | Cons |
|---|---|
| Significant savings on high-quality activewear | All sales are final; no returns or exchanges |
| Chance to try ‘fun’ colors or rare items | Popular sizes/colors may sell out quickly |
| Wide range of apparel and accessories | Some items might be out-of-season or less popular design |
Frequently Asked Questions (FAQs) About Lululemon ‘We Made Too Much’
What is the ‘We Made Too Much’ section?
It’s Lululemon’s ongoing online and in-store clearance selection, regularly updated with overstocked or less popular items marked down from original prices.
Are ‘We Made Too Much’ items the same quality?
Yes. These are standard Lululemon products—same fabrics, sizing, and construction—but offered in past-season colors or surplus stock.
Can I return or exchange items bought from this section?
No. All sales are final, so check the product details carefully before buying.
How often is new inventory added?
Typically updated once or twice weekly, especially mid-week and weekends. Fast-moving inventory means regular checking is recommended.
Why does Lululemon have so many markdowns in 2025?
A combination of lingering product fatigue, changing color trends, stiffer competition, and broader economic headwinds led to higher-than-normal inventory that’s being cleared through frequent markdowns.
How can I get the best deals?
Bookmark the section, check often, and act quickly when you spot major markdowns—sizes can vanish fast!
Conclusion: The Future of Lululemon Markdowns—and What It Means for You
Lululemon’s ‘We Made Too Much’ section remains a goldmine for activewear fans seeking value without sacrificing quality. While the flood of markdowns in 2025 stems from deeper brand and market challenges, it offers an unprecedented chance for shoppers to experience the Lululemon brand for less. As product lines evolve and competition intensifies, the outlet is likely to remain a hot destination—but savvy consumers who know what to watch for will always be first in line for the best deals.
References
- https://www.ainvest.com/news/lululemon-sales-woes-navigating-risks-strategic-shifts-shifting-market-2509/
- https://www.businessinsider.com/lululemon-problems-jefferies-analysts-logos-sales-colors-2025-7
- https://retailboss.co/lululemon-faces-240m-tariffs-2025/
- https://www.retaildetail.eu/news/fashion/too-predictable-lululemon-moves-to-innovate-faster/
- https://www.fashiondive.com/news/lululemon-us-customers-expand-store-count/743948/
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