TOarchived toasts and festivities, January brings a certainty of the fashion calendar back to the center: the winter sales. In 2026 the price reductions will take effect in the first days of the year and will involve fashion stores, chains and online shopping.
An opportunity for purchase winter and evergreen wardrobe items at a reduced pricewith discounts which, as usual, will progressively increase as the weeks go by. Here’s everything you need to know and what to buy.
When the 2026 winter sales start (and end).
The 2026 winter sales will kick off Saturday 3 January in many of the main Italian regions, including Lombardy, Veneto, Emilia-Romagna, Tuscany, Lazio And Campania. The dates follow the calendar established at regional level, with a uniform start before the Epiphany. The duration remains the traditional one: approximately two months, with an expected deadline between the end of February and the beginning of March. A time frame that allows you to focus immediately on the season’s must-havesand then wait for the final stages, when the discount percentages become more significant, for early shopping for the new season.
Winter sales 2026: when they start. (Photo by Edward Berthelot/Getty Images)
First on the web, then in stores
When it comes to sales, the official calendar matters up to a certain point. Online, the first reductions almost always arrive earlyoften already between the end of December and the first days of January. It happens with Zara, which launches discounts first on digital, and with large e-commerce sites such as Zalando, Farfetch, Luisa via Roma or MyTheresa, where promotions appear gradually on selected brands and categories. Also H&M And Mango they anticipate the sales climate with targeted offers, transforming online into the first challenge ground, in search of the best offers.
Seasonal shopping takes place at the 2026 winter sales. (Photo by Christian Vierig/Getty Images)
January 2026 sales: what is really worth buying
Not everything that is taken for granted deserves to enter the wardrobe: the most convenient choice during the sales is the one made with criteria. The January 2026 sales are the best time to invest in outerwear and in the pieces that have more demanding prices during the busy season. Well-constructed coats, quality down jackets and structured blazers are among the most sensible purchases, because they continue to work well into subsequent winters. Good time too knitwear in wool and cashmere, to be chosen in neutral colours, and for shoes: boots, ankle boots and moccasins are often among the first to be lowered.
Who is passionate about skiing or is planning a skiing week, it’s the ideal time to redo your mountain wardrobe. While those who are already looking at mid-season can focus on timeless bags, classic cut jeans and well-made basic garments.
Instead, it is better to avoid purchases driven only by discounts: sales really work when they serve to complete the wardrobe, not fill it.