Already under retail before Black Friday: 258 of 500 best sellers
Our third Sunday ranking. Of the 500 adult sneakers with the most sales recorded this fall, 258 sold for less than their retail price at the middle. The Jordan 4 'Rare Air - Tour Yellow' sold for $152 on a $220 retail. Another 196 sold above retail.
$152 on $220The 'Tour Yellow' Jordan 4 had the most sales recorded of any shoe under retail. It sold for about a third less than its retail price.Photo: GOAT
$82 on $115The plain white Air Force 1 sold for $33 under its retail price at the middle.Photo: StockX
$100 on $150The all-black 9060 sold for a third under retail. 17 of the 19 New Balance best sellers sold under retail.Photo: StockXMany popular sneakers already sell for less than retail (the price the brand first sold the shoe for) on GOAT and StockX. Here is how many, and which ones.
We took the 500 adult sneakers with the most sales recorded from August 16 to November 7, 2026. 258 of them sold for less than retail at the middle (the median: half of pairs sold for more, half for less). Another 46 sold for about retail, within 5% either way. The other 196 sold for more.
Dark bar: the middle sale price. Grey bar: retail.
The 12 best sellers under retail
How we counted: all 12 rows in a table
| Shoe | Middle sale | Retail | Gap | Sales recorded |
|---|---|---|---|---|
| Jordan 4 'Rare Air - Tour Yellow' | $152 | $220 | -31% | 13,507 |
| Timberland 6-inch Premium Boot 'Wheat' | $127 | $210 | -40% | 11,282 |
| ASICS Gel-1130 'Black Pure Silver' | $97 | $110 | -12% | 10,417 |
| Nike Air Force 1 Low '07 'White' | $82 | $115 | -29% | 9,522 |
| Jordan 5 'Halloween' | $204 | $220 | -7% | 9,046 |
| Jordan 3 'True Blue' 2026 | $169 | $230 | -27% | 8,041 |
| Jordan 12 'Bucks' | $168 | $215 | -22% | 7,676 |
| ASICS Gel-Kayano 14 'White Graphite Grey' | $142 | $150 | -5.3% | 6,212 |
| New Balance 9060 'Triple Black' | $100 | $150 | -33% | 5,946 |
| Jordan 13 'Flint' 2026 | $152 | $210 | -28% | 5,725 |
| Jordan 4 'OG Flight Club' | $165 | $220 | -25% | 5,577 |
| Jordan 5 'White Metallic' 2026 | $157 | $215 | -27% | 5,203 |
Seven of the 12 are Jordans.
The typical best seller under retail sold for about a quarter less than its retail price.
Best-selling does not mean cheap, though. The shoe with the most sales recorded, the Nike Mind 001 slide 'Black Chrome', sold for $150 on a $95 retail. The Jordan 4 'Black Cat' from 2025 sold for $324 on $220.
It depends on the brand
New Balance and adidas best sellers mostly sold under retail: 17 of 19 and 33 of 53. Vans and ASICS mostly sold above it: 14 of 16 and 13 of 24. Jordan had 92 of 166 under retail, Nike 83 of 183.
Ranking #3: which models hold up after release
Every Sunday we also ask: 12 weeks after launch week, does a shoe sell for more or less than retail? This week: 601 releases across 27 models. The typical release sold 6.2% under retail; 258 of the 601 sold at or above it.
How we counted: all 4 rows in a table
| Tier | Models, median week-12 price vs retail (* = few releases, under 10) | Releases | Sales |
|---|---|---|---|
| Above retail (+5% or more) |
Mind 001 +126%, Kobe 6 +47%, Vans Old Skool +22%, SHAI 001 +14%, Gel-NYC +11%, Dunk SB +8%, Air Max 90 +7%, Air Max 1 +7% |
116 | 9,692 |
| Around retail (-5% to +5%) |
Puma Speedcat +3%, Gel-1130 0%, Superstar* 0%, Samba -1%, Air Jordan 5 -1%, P-6000 -3% |
91 | 16,619 |
| Below retail (-25% to -5%) |
Gazelle -5%, Air Max Plus -7%, Air Force 1 -9%, New Balance 9060 -12%, Air Jordan 11 -12%, Air Max 95 -13%, Gel-Kayano 14 -15%, Vomero 5 -19%, Air Jordan 3 -20%, Air Jordan 4 -20%, Dunk -23%, Air Jordan 1 -25% |
358 | 32,675 |
| Well below retail (under -25%) |
Air Jordan 6* -26.5% | 6 | 968 |
One model changed tier. The Air Jordan 6 (few releases: 6) moved to Well below when a sixth release joined: the 'Oreo' 2026, $126 on a $215 retail (162 sales).
The Dunk SB (30 releases) clearly beat the rest. So did, on few releases, the Nike Mind 001 (9), the Kobe 6 (6) and the Vans Old Skool (9). Two clearly trail: the Dunk (44) and the Air Jordan 1 (73).
Last year, Black Friday weekend itself was not cheaper on resale: read Black Friday or wait?. To check one shoe in your size, use the price checker. Past sales, not a forecast.
Go deeper
The 500. One count per shoe across both marketplaces. The 500 hold 828,315 sales; the 500th has 489. Under retail: 258 shoes, 409,441 sales. About: 46 shoes, 61,137. Above: 196 shoes, 357,737. Typical gap across all 500: 6.5% under; among the 258: 26.3% under. 271 had a middle sale below retail by any amount. 14 better-selling shoes were skipped for lack of a usable retail price (8 no StockX listing, 2 no listed retail, 4 whose listings disagree by more than 10%).
Ranking #3. Ranking #2's rules, with one change: week 12 must end on or before November 8, three days before our last complete day (November 11). 141 releases touching May 22 to July 3, 2026 are left out (StockX's record there is missing many sales). Rows: data/ranking_2026-11-15.json. Earlier issues stay as published: ranking #2, ranking #1.
The tests behind these numbers
The paragraphs and tables above, in full, with their intervals and tests.
Every Sunday we also ask: 12 weeks after launch week, does a shoe sell for more or less than retail? This week: 601 releases across 27 models. The typical release sold 6.2% under retail (95% interval 2.7% to 10.0% under); 258 of the 601 sold at or above it.
How we counted
Methodology: completed GOAT and StockX sales recorded by SneakerPulse, adult sizes, footwear only, no cleats. The 500 are the best sellers of Aug 16-Nov 7, 2026 in our November 14 export; that window ends three days before our last complete day then (complete; the newest days can still gain a few %). Each shoe's sales count and middle price were re-queried inside the same window on November 15. GOAT's sales include used pairs, which can lower a middle price. Retail is StockX's listed retail, read November 14, 2026; under retail means more than 5% below it, about retail within 5%. Sales we recorded, not the marketplaces' totals: on November 15, 623 GOAT listings (591 footwear) and 3,033 StockX listings (2,268 footwear) found in the last 60 days had no sales history loaded yet. StockX sales made outside the US are stored at the US-viewer price. The 500 is a full count, not a sample, so no test. Ranking: the 95% interval is a bootstrap over releases; the "clearly" calls are a Mann-Whitney test against all other releases, Benjamini-Hochberg q < 0.05 across 27 models. Past sales, not a forecast or investment advice.
The shoes in this post
The 14 shoes named above, each with its own page: recorded sales by size and marketplace, updated daily. Photos GOAT and StockX.
- Air Jordan 4 Retro 'Rare Air - Tour Yellow' 2026Check the price →
Timberland 6" Premium Waterproof Boot WheatPrice by colorway →
ASICS Gel-1130 Black Pure SilverPrice by colorway →- Nike Air Force 1 Low '07 WhitePrice by colorway →
Air Jordan 5 Retro 'Halloween'Check the price →
Jordan 3 Retro True Blue (2026)Check the price →
Jordan 12 Retro BucksCheck the price →
ASICS Gel-Kayano 14 White Graphite GreyPrice by colorway →- New Balance 9060 Triple BlackPrice by colorway →
Jordan 13 Retro Flint (2026)Check the price →
Jordan 4 Retro OG Flight ClubPrice by colorway →
Jordan 5 Retro White Metallic (2026)Check the price →
Nike Mind 001 Slide Black ChromePrice by colorway →
Jordan 4 Retro Black Cat (2025)Price by colorway →