Why direct-to-consumer brands say no to Cyber Monday discounts

Amid all the Cyber Monday sales noise, some direct-to-consumer brands are pursuing a different strategy from their older retail peers—and it doesn't include a discount. Brands like Allbirds, the sneaker seller, and eyewear company Warby Parker are taking advantage of consumers' shopping state of mind to promote limited-edition collections. Others, like Away, the luggage purveyor, are promoting their already-low prices.