Set Active Cancels Holiday Product Launches
The Los Angeles brand is skipping Black Friday and Cyber Monday to prioritize customer order fulfillment.
Updated on Oct. 31, 2026 in Couponing
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Founder Lindsey Carter announced that Set Active will not hold any product launches for Black Friday or Cyber Monday. The decision to skip these major sales events aims to address recent order delivery delays and prioritize transparency for customers.
Why it matters
The company is choosing to forgo over $10 million in projected holiday revenue to ensure current orders reach customers on time. This shift prioritizes operational reliability and long-term brand trust over immediate seasonal growth.
Set Active generated eight figures in net sales during 2025, a significant jump from the brand's origins when founder Lindsey Carter started with $20,000 in personal credit card debt. Across the broader U.S. market, women's activewear spending increased 2%.
The players
Lindsey Carter
She is the founder of the Los Angeles-based activewear company Set Active.
Set Active
It is an apparel company headquartered in Los Angeles that specializes in women's activewear.
The details
Carter, who launched the brand in 2018 after designing initial samples with a permanent marker, stated that product releases will remain paused until inventory is fully processed in the Los Angeles warehouse. This strategy marks a departure from typical holiday retail cycles as the brand attempts to stabilize its logistics and improve its fulfillment record.
Timeline
May 2018: Set Active was officially launched.
2025: The company generated eight-figure net sales.
October 19, 2026: Lindsey Carter announced the cancellation of holiday product launches.
Culture Shift
This move signals a shift away from the hyper-consumerism of traditional holiday sales cycles toward a model that values operational integrity. By prioritizing fulfillment, the brand positions itself against a retail trend that often sacrifices customer experience for seasonal volume.
Shoppers should anticipate no new product drops from the brand through the end of the holiday season. The company's focus on warehouse logistics means customers currently awaiting orders may see improved delivery timelines as fulfillment stabilizes.
The takeaway
Companies that prioritize operational transparency can build stronger long-term brand loyalty despite the potential for short-term revenue loss. Consumers should keep expectations realistic regarding holiday shopping calendars, as more retailers may emphasize inventory management over sales events.
Further reading
Learn more about evolving retail strategies and shopper incentives in the Couponing section.
Source note: This article includes information reported by CNBC.
Live Poll
Would you prioritize customer service transparency over maximizing holiday sales if you owned a business?
