January is the best time to buy things you've been putting off for a long time. Surprised? We'll explain everything now. It is in the first month of the year that many European countries hold total sales of last year's collections. Clothing, shoes, accessories, sportswear, home textiles, tableware, and even household appliances — all of this can be found at discounts of up to 90%.
Most stores announce the start of sales immediately after Catholic Christmas, but each country has its own traditions. The only thing they have in common is that this is a great opportunity to buy something new and long-desired at a very attractive price.
In this article, we will tell you where and when to go shopping to save money.
Finland
When: December 27 to the end of January.
Where: Ruoholahti Shopping Center (Helsinki), Kämp Galleria (Helsinki), Forum (Helsinki).
Finland is worth visiting for tableware, glassware, textiles, and sports equipment—local brands working in these areas are known throughout the world. In January, discounts on many goods reach 70%.
Considering the initially very high cost of such products, the savings will greatly please anyone. Of course, there are no discounts on the scale of those offered by clothing stores, but the affordable offers are attractive enough to go shopping in Finland.
We'll tell you what else is worth seeing in Helsinki here, and here are 10 things that will surprise you in Finland here.
Czech Republic
When: from December 27 to mid-February.
Where: Palladium (Prague), Fashion Arena (Prague), Kotva (Prague), Westfield Chodov (Prague).
Physically, stores in the Czech Republic also start their sales on December 27, but there is a caveat. The same brands often offer discounts in their online stores a day earlier, on December 26. If you want to buy something that is quite rare, it is better to keep an eye on the websites and refresh them so you don't miss the moment. If you are waiting for discounts on household appliances, keep in mind that there are usually very few of these items in stock, so don't delay your order.
The Czech Republic is worth visiting for clothing, cosmetics, glassware, crystal, and electronics. Here you can find not only local brands, but also well-known European brands.
Read this article to find out what to see on your first visit to the city. article, and you can find a guide to Prague's historical sites here.
Germany
When: from the beginning of December to the end of January.
Where: KaDeWe (Berlin), Mall of Berlin (Berlin), Alexa (Berlin), Gropius Passagen (Berlin).
In December, crowds of tourists flock to Germany for Christmas markets, but New Year's sales in this country are also impressive. Sales start earlier here than in other countries — at the beginning of December. By the 25th, they reach their peak — 80%. Discounts are valid until the end of January, but by this month, the selection is already quite limited.
Local German brands and small shops deserve the most attention. Handmade sweets, furniture and decorative items, clothing and shoes made from natural materials — these items, produced in Germany, are traditionally of very high quality.
Italy
When: from the first week of January to the end of February.
Where: Shopping Mall Porta di Roma (Rome), The Mall (Florence), Serravalle Designer Outlet (Milan), La Reggia Designer Outlet (Naples).
Italy is a true mecca for all shopaholics. Every year, this country attracts millions of tourists who are hunting for fashionable items. New Year's sales here begin in the first week of January (on Monday or Saturday) and last exactly 60 days, as established by the government.
Sales start at 20% and gradually reach 70%. This applies to both popular mass-market brands such as Max Mara, Stefanel, and Marella, as well as luxury brands such as Valentino, Prada, and Gucci. A distinctive feature of Italy is the huge number of interesting shops not only in the capital but also in other cities across the country. You can go shopping in Milan, Rome, Naples, and Venice, and you are sure to find something interesting at a bargain price everywhere.
What you need to know before traveling to Italy is explained in this article.
Austria
When: from December 20 to the end of February
Where: Peek&Cloppenburg (Vienna), Shopping City Nord (Vienna).
Another European country where the sales season starts quite early is Austria. Sales here start before Christmas, on December 20, and last until the end of February. This is a great opportunity to buy gifts at a discount!
It is worth traveling to this country specifically to search for sports equipment and gear. During the New Year sales, skiers and snowboarders will find many options at affordable prices in local stores. Take a close look not only at well-known brands, but also at local shops — sometimes you can find very rare items there.
There is also room for luxury — accessories, clothing, and footwear made from high-quality materials, with good discounts, will cost several times less than usual. Premium stores can be found in the historic part of Vienna, also known as the Golden Quarter.
Why you should celebrate New Year's Eve in Austria, we explain here, and which Austrian ski resort is definitely worth visiting — here.
Portugal
When: from January 7 to the end of February.
Where: Centro Colombo (Lisbon), Centro Vasco de Gama (Lisbon), Algarve Shopping (Lisbon).
Portugal is not famous for its shops, but it is here that you can find many interesting places. Alcohol, cosmetics, furniture and decorative items, and even football merchandise—all of these are worth buying here. In addition, Portugal has many brands of high-quality shoes and accessories that will last for many years.
The sales begin on January 7 and last for almost two months, until the end of February. Incidentally, stores in the country offer a fairly wide range of well-known Spanish brands, which are also worth paying attention to.
Everything about hiking in Portugal is covered in this article, and you can find a list of the best souvenirs from this country here.
France
When: from early January to early February.
Where: Printemps (Paris), Galeries Lafayette (Paris), Bon Marche (Paris).
Another trendsetting country on our list. Of course, the primary reason to visit is for clothing, footwear, and accessories. And there is no need to limit yourself to high-end luxury brands. Consider local brands—their quality is on par with well-known brands, and they are much more affordable, especially with discounts.
The dates of the sales are set annually by the government. They usually start in the first week of January. Incidentally, these dates may vary in some regions. The discount season is quite short, lasting only four weeks and ending in early February.
Spain
When: from January 7 to the end of February.
Where: La Roca Village (Barcelona), L’Illa Diagonal (Barcelona), ABC Serrano (Madrid).
Spaniards wait longer than anyone else in Europe for sales to start. In this country, sales begin only a week after New Year's Day, on January 7. But they last quite a long time, until the end of February. There are exceptions, for example, in Madrid, stores reduce prices as early as January 1.
The selection of goods in Spain is, of course, enormous, but the most attention should be paid to clothing and footwear from local brands. Massimo Dutti, Manolo Blahnik, ZARA — these brands are known all over the world, but it is in Spain that their brand stores offer the widest range of goods that cannot be found anywhere else.
UK
When: from December 26 to the end of January.
Where: Harrods (London), London’s Savile Row (London), Fortnum & Mason (London).
Winter sales in the UK take place in two stages: first, pre-Christmas sales, then Christmas sales. The first ones fall on December 10 and 11—the best time to buy gifts for loved ones. The second ones start on December 26 and last until the end of January.
This tradition has an interesting history. December 26 is officially considered "Gift Day" in the UK. There are several theories about the origin of this holiday, the most famous of which refers to the name itself. The English phrase "Boxing Day" is translated into Russian as "Gift Day," but literally it means "Box Day." In the past, on the second day of Christmas, many families would pack the leftovers from their holiday dinner into their gift boxes and give them to the poor.
By the way, before the sales begin, some British newspapers and magazines publish guidebooks for shopaholics. They tell you where and when the best bargains will be.
A five-day itinerary for London has been prepared in this article, and a list of interesting pubs in the city can be found here.
Finally, here are a few tips to make your shopping experience a success:
- Visit the stores a couple of days before the sales start so you can take your time browsing the range, choosing items, and trying on the ones you like.
- Come to your chosen locations during their opening hours, when the maximum number of goods are available for sale.
- Plan a convenient route to several stores at once to compare items and save time on transportation.
