Sure, you might feel like the influx of Black Friday and Cyber Monday deals have onlyyyyy just died down, but public service announcement: it's a fact that if you don't get on top of when the January sales start, you'll miss out on some really great savings.
Why? Well, retailers have still got loads of top-quality products to sell and, luckily for you, that means they'll be doing so at a fraction of the usual price. Time to treat yourself to things you might not be able to justify otherwise? We think so.
While they're called the January sales, they actually start on Boxing Day and run through to the second week or so of the new year. Not convinced? Let us explain why you should be: the biggest high street and designer brands normally seriously slash their prices (think up to 80% off) which means you could nab that hoover, coffee machine or designer jumper you normally wouldn't be able to afford. Now do we have your attention?
January is known as a really good time of year to invest in the more expensive stuff – think household items like mops and mattresses, tech must-haves like laptops and phones, and, ofc, best of all, some great fashion pieces too. Why? Well, because on average you'll save around 30% of the normal price across a huge range of products.
Keen? Yeah, we thought you might be. Keep scrolling for everything you need to know about the January sales – as well as what Cosmo's fashion team are shopping.
When do the January sales start?
As above, fun fact – although we're guessing if you're a sales fan like we are, you'll already have known this – the January sales actually start on Boxing Day and run until the middle of January, hence why they're also sometimes referred to as the Boxing Day sales. Yep, we'll admit the name is actually fairly misleading, but it means you can scoop up deals from the second Christmas Day is over. Keen!
The best part, though, is that there are even better deals to be had the longer you wait... The likes of H&M, COS, Net-A-Porter, Reformation and ASOS significantly increase their discounts as the January sales go on, meaning you can get designer and high-street goods for up to 70% and 80% off in some instances – if you're patient enough to wait, that is. The risk, ofc, is that your fave pieces might sell out before this happens.
Should I shop in store or online?
It's totally up to you! The January sales run both in-store and online, so it just depends whether you're more of a keyboard warrior or prefer to sift through the rails for treasures IRL. That said, brands will often do flash sale events to get rid of their last few bits of discounted stock, so it's definitely worth checking the websites first.
Do I need to get in quick to grab a bargain in the January sales?
Without meaning to push you into purchasing anything, in a word: yes. The whole point of the January sales is to get rid of leftover unwanted stock at a discounted price. Once this stock is gone, it's gone. So trust us when we say, it's better to be a bit keen with this one.
In our humble opinion, the best day to shop the January sales is the 26th December. That way, you can grab the bargains fresh as they're going live and also take full stock of everything on offer.
However, as we mentioned above, some brands offer bigger reductions as the sales go on, slashing prices further on their final pieces of stock. So you might want to play it more tactfully and play the waiting game. Our advice? Add your faves to a wish-list, and keep an eye on stock levels before deciding to take the plunge.
Top tips for shopping the January sales?
- Keep your eyes peeled on your favourite websites for more info
- Sign up to newsletters so you've got sales details landing straight into your inbox
- Don't be pressured into spending - think, do I need this / will I use it regularly?
- Take stock of what you've already spent
- Remember, you don't need to buy anything, but some investments may be worthwhile
What are the best things to shop in the January sales?
Here on the Cosmo fashion team, we're *huge* fans of the January sales – but we're well aware that they can be quite overwhelming to shop. With so many brands, retailers and pieces to choose from, where do you even start?! To help you, we've sifted through the January sales ourselves to bring you our edit of the best things to shop. You're welcome.
The Cosmo fashion team's top January sales picks
"I'm looking ahead to spring and securing one of my wedding guest looks early from my go-to event dressing brand. Reformation's sale is one of the best out there RN, and I can't quite get over how cute – and ridiculously discounted – this velvet two-piece is. It's already in my basket..." - Clementina Jackson, Fashion Editor
“I’ve had my eye on these deliciously chunky Monica Vinader cocktail rings for months now, and depending on the stone colour, they’re discounted up to a stunning 60% off. I’m a ring fanatic and most days I have 6 or 7 stacked across my hands, so I might even spring for two of these to layer up, considering how good the price is for 18 carat gold.” - Maddy Alford, Shopping Editor
"My sales shopping is focused on big ticket items like winter coats that I’m not willing to splurge on full-price. This wool design immediately caught my eye with the shoulder pads giving just a subtle nod to the ’80s fashion trend. It’s smart enough to work for office days and easy enough to throw over jeans or leggings if I’m running errands." - Alexandria Dale, Fashion Writer
Balenciaga Eyewear Dynasty BB Square-Frame Acetate and Silver-Tone Sunglasses
"Errrr, brand new Balenciaga sunnies for less than £150? It's an instant yes from me." - Clementina Jackson, Fashion Editor
“I have a soft spot for tailoring (read: live in blazers 24/7) and would never say no to some as dreamy as this, especially with over 30% off. Now, if only I could justify the matching trousers…” - Courtney Smith, Fashion Assistant
“Adding to my East London starter pack with these Nike Air Max 1's, but with 40% off I can’t say no. The iconic design is perfect for casual office days and heading out afterwards, with the warm colour way working all year round.” - Thérèse Hillman, Fashion Intern
“I’ve been after the perfect pair of straight-leg jeans for ages - ones that fit tight at the waist and skim your hips, and importantly, at 5ft 10”, are long enough to brush my feet. I nabbed this Nudie Jeans pair in the sales during twixmas and they’re honestly a dream, offering both 34 and 36 leg length and available in the best classic denim colour selection you could ask for. And they're still in stock!” - Sophie Leen, Bookings Editor
“Silver boots aren't just for party season, people. We'll be wearing these metallic knee-highs from Pull & Bear all year long with everything from LBDs to distressed denim and basic white shirting. Grab yours quick while they're currently half the price.” - Rosie Davenport, Fashion Ecommerce Writer
"I’ve long-loved the prairie-style floral Dôen dresses, worn by everyone from Selena Gomez to Kaia Gerber and Kylie Jenner, but the brand’s knitwear offering is just as dreamy. Case in point: this pom-pom crochet design, and with a further 20% off the already big discount, it’s impossible to resist." - Alexandria Dale, Fashion Writer
"Reformation’s Joana dress is a best-seller for a reason. The simple bandeau shape and lustrous silk-charmeuse make it particularly versatile – I'll be wearing mine now layered with a blazer, but it’ll also work for spring weddings. This hot fuchsia hue is a mood, but it comes in a rainbow of other colours too." - Abigail Southan, Senior Ecommerce Editor
"I spent New Year's Eve eating takeaway in my trusty Juicy Couture tracksuit, so fashion tradition dictates that I must spend the rest of 2024 doing the same too. No complaints from me! But looks like I'll be needing a new pair of bedazzled tracksuit bottoms to do it right." - Clementina Jackson, Fashion Editor
Clementina Jackson is Acting Site Fashion Editor at ELLE UK, working across news and features, trends, e-commerce and SEO. She was previously Fashion Editor at Cosmopolitan and Women’s Health, and Acting Digital Fashion Editor at ELLE UK, where she was named as a PPA 30 Under 30 award winner for her work on size inclusivity. An experienced fashion, travel and luxury lifestyle journalist, Clementina has also written for Harper’s Bazaar, Vanity Fair, Condé Nast Traveller, Tatler, Red and Italy Segreta.
