Best tips for the January sales in London

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After shopping for everyone else in December, January is the time for treating yourself to something nice.

For luxury, designer labels at reduced prices, you can’t beat London in January. So get up early, dust yourself off and use our handy guide to navigate the city’s best streets, department stores and independent shops offering the biggest discounts.

With up to 70% off designer labels, the January sales attract the most determined shoppers from all over the world. These are some of the best places to head to…

Selfridges on Oxford Street

Oxford Street is the destination for shoppers, so be prepared to get your elbows out and jostle with the crowds for your place. Selfridges swing their doors open bright and early on Boxing Day (people started queuing last year at 4.40am) for discounts on womenswear, menswear, accessories, furniture, beauty products, childrenswear and more.

Away from the crowds

If you can’t handle the throng of eager shoppers, slip away to Marylebone Village for a more subdued shopping experience.

  • The massive discounts at Matches for designer labels like Vivienne Westwood and vintage Chanel
  • Luxury candles and perfumes from Diptyque will have you and your home smelling divine
  • Stock up on books to curl up by the fire with from independent bookshop Daunt Books
  • Kit your kitchen out with Emma Bridgewater’s pottery collection featuring her trademark stars, dots and heart designs

Get ahead of the fashion pack

If you’d rather support exciting, up-and-coming designers, head to Wolf & Badger in Notting Hill or Mayfair. They stock independent, luxury treats that you won’t see anywhere else for men, women and the home.

Regent Street for Liberty, Burberry and Fortnum and Masons

  • Liberty is a compendium of luxurious designer products and carefully chosen accessories, so their sale is always hotly anticipated.
  • For a taste of a classic English department store, why not head to Fortnum and Mason. The hampers and luxury teas and jams from their food hall tend to be snapped up quickly.
  • Burberry’s global flagship store, featuring a digital rain shower, is one to be seen.


  • The Harrods sale in January is legendary. This is where you’ll find some of the most exclusive brands with up to 60% off, all under the same roof.
  • Sloane Street has a huge range of individual designer boutiques if you know exactly what you’re looking for.

Recharge your batteries

Pace yourself. If it all gets too much, fortify yourself with champagne and caviar from HIX on the mezzanine level of Selfridges or have afternoon tea at The Royal Horseguards.

You could take advantage of our shopping packages for luxury accommodation near all the best shops and £50 to spend in Selfridges or the Westfield Shopping Centre.

We’ll be happy to arrange for a car to pick you up and take you directly to the best boutiques and assist with your heavy shopping bags when you get back.

When to go

Most sales start on Boxing Day and last right up until the end of January. Don’t leave it too late, though — you’ll want first dibs on the best bargains.

Shopping tips

To make sure you come away with the very best from the sales, bear a few things in mind:

  • You might want to avoid anything which will go out of season in a month’s time. We predict a lot of a silk pyjamas bought up in the sales will not be worn in six months’ time. Instead…
  • Look for timeless pieces and quality. A cashmere sweater or a silk tie in a classic colour will never go out of fashion.
  • As advises, if it doesn’t fit, simply don’t buy it.
  • Make a list of what you want to buy and don’t be tempted to deviate from it if you see the words ‘70% off’. Danielle, who pens the Fashionista Barbie blog, has had great luck finding the perfect winter coat in the sales. Having a similar goal will keep you on the right track.
  • Look out for any rips, tears and smudges. With hoards of crowds rifling through the rails, some things can be damaged.
  • Know your rights. A retailer in the UK is legally bound to refund you if they sell you something faulty. If you simply change your mind, they can just use their discretion and every store has its own returns policy. The bottom line? Think hard before you buy, check the returns policy and keep your receipt.

Are you looking forward to the January sales? Do you have a strategy for the sales you’d like to share with us, or a top location we’ve missed out?

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