💶 Where to go shopping in January: sale dates by country

After the New Year holidays, sale season begins in Europe. Stores clear out last year's collections, and prices drop on almost everything. The only difference is in the dates: in some places promotions start before Christmas, while in others you have to wait until mid-January.

The main rule is simple: the earlier you arrive, the wider the selection. Sale dates vary by country, but the general logic is the same. In France, the dates are set by the government (as of 09/2026, official French calendar). Below are nine destinations: what people buy there, where exactly, and when it's most advantageous for you to visit.

Ad: this article contains affiliate links. We earn a commission if you book through them, at no extra cost to you.

What to know about January sales

💡 In short:

In Germany and Austria, promotions start after Christmas, as they do in Finland and Czechia.
Sales last the longest in Portugal, Czechia, and Austria, almost two months.
Sale dates in France: 09/2026, verified on the official French government website.

The season works similarly in every country. At first, previous collections appear in store windows with a modest discount, and by the end of the promotion prices drop to their lowest. Shelves with popular sizes are already empty by mid-January, so if you're after a specific item, it's better to arrive in the first days. If you want a wide selection, plan your trip for the start of the sales rather than the last week: that way you'll have time to compare prices at several stores and buy what fits.

Country	When discounts start	How long they last	What to look for
Germany	after Christmas	until the end of January	local brands, sweets, decor
Austria	after Christmas	until the end of February	sports gear, luxury
United Kingdom	Boxing Day	until the end of January	clothing, gifts
Finland	right after Christmas	until the end of January	tableware, glass, textiles
Czechia	right after Christmas	until mid-February	crystal, cosmetics, electronics
Italy	first week of January	about two months	mid-range and luxury fashion
France	early January	about four weeks	clothing, shoes, accessories
Spain	first week of January	until the end of February	clothing and shoes from local brands
Portugal	first week of January	until the end of February	shoes, cosmetics, wine, and decor

Finland: tableware, glass, and sports

Finland is known for its design and quality of craftsmanship. In January, local tableware, glass, and textile brands clear out previous collections, and prices become noticeably lower. Discounts appear earliest in Helsinki's major shopping centers: Ruoholahti Shopping Centre, Kämp Galleria, and Forum. Here you'll find both tableware and sports gear, all in one place.

When: right after Christmas, until the end of January.
Where: Ruoholahti Shopping Centre, Kämp Galleria, Forum (Helsinki).
What to buy: tableware, glass, textiles, sports equipment.
The catch: in terms of discount depth, design items lag behind clothing chains.

If you're in the city for the first time, start with the mini guide to Helsinki in one day, then choose stores based on your needs.

Hotels in Helsinki on Trip.com

Czechia: crystal, cosmetics, and electronics

Old Town Square in Prague and the Church of St. Nicholas

Sales in Czechia start right after Christmas and run until mid-February. Prague is convenient because shopping centers are located near the historic center, so you'll have time for both shopping and sightseeing. Palladium, Kotva, and Westfield Chodov carry both local brands and well-known European labels, so it's easy to check off your entire shopping list here.

When: right after Christmas, until mid-February.
Where: Palladium, Fashion Arena, Kotva, Westfield Chodov (Prague).
What to buy: clothing, cosmetics, glass and crystal, electronics.
Important: online stores often activate discounts a day earlier than in-store.
The catch: electronics sell out quickly in warehouses, so don't delay your order.

For what to see in Prague on a first visit, read the dedicated guide, and the route through Prague's historic sites will come in handy after shopping.

Hotels in Prague on Trip.com

Germany: local brands and sweets

People travel to Germany for both Christmas markets and sales. Promotions here start after Christmas. By the end of January, the selection is noticeably limited. Local brands and small shops deserve the most attention: handmade sweets, furniture and decor, clothing and shoes made from natural materials. German goods are traditionally known for high quality, so the discount is especially noticeable in the final total.

When: after Christmas, until the end of January.
Where: KaDeWe, Mall of Berlin, Alexa, Gropius Passagen (Berlin).
What to buy: handmade sweets, furniture and decor, clothing and shoes.
Important: in December, central Berlin is crowded with tourists; a weekday morning will be calmer.
The catch: by late January, many sizes and models are already gone.

For more on the city, read what to see in Berlin.

Hotels in Berlin on Trip.com

Italy: two months of discounts by law

AIIllustrative image: AI-generated

Italy attracts those who hunt for fashion. Winter sales start in the first week of January and last about two months, a period set by the government (as of 09/2026, Panorama). Discounts grow gradually: small at the start of the season and at their highest toward the end.

When: first week of January, about two months.
Where: Shopping Mall Porta di Roma (Rome), The Mall (Florence), Serravalle Designer Outlet (Milan), La Reggia Designer Outlet (Naples).
What to buy: mass-market Max Mara, Stefanel, Marella and luxury Valentino, Prada, Gucci.
Tip: it is worth shopping not only in Milan and Rome, but also in Naples and Venice.

Before your trip, check what you need to know about Italy: some shops close for lunch, and this affects your route.

Hotels in Italy on Trip.com

Austria: skis, luxury and the golden quarter

In Austria, the sale season starts after Christmas and lasts until the end of February. For skiers and snowboarders, this is the best time to upgrade gear: sports stores sell off last season's models at affordable prices, and the range of equipment is wider than at the peak of the season. For premium clothing, shoes and accessories, head to Vienna's historic center, known as the golden quarter. Discounts in this segment are rarely huge, but on expensive items they are noticeable in absolute terms.

When: after Christmas, until the end of February.
Where: Peek&Cloppenburg, Shopping City Nord (Vienna).
What to buy: sports gear and equipment, skis and snowboards, premium clothing and shoes.
Tip: take a look at local shops, where rare items turn up more often.

If you need winter gear, start with the big sports stores and only then head to the center for premium brands.

Hotels in Vienna on Trip.com

Portugal: shoes, cosmetics and decor

Portugal is not the most obvious shopping destination, but it has plenty of small workshops and local brands. Sales start in the first week of January and run until the end of February, almost two months. A separate plus: local stores carry a wide range of Spanish brands, so you won't have to travel to Madrid or Barcelona for them.

Praça do Município in Lisbon with patterned cobblestones

When: first week of January, until the end of February.
Where: Centro Colombo and Centro Vasco da Gama (Lisbon), Algarve Shopping (Algarve).
What to buy: shoes and accessories, cosmetics, furniture and decor, wine and football merchandise.
The catch: there are fewer large stores here than in France or Spain.

City plans are easy to combine with the Lisbon in two days route.

Hotels in Lisbon on Trip.com

France: four weeks of official sales

Atrium of Galeries Lafayette department store with tiers of balconies

The French government sets the dates for sales. The winter season starts on January 7 and ends on February 3, 2026 (as of 09/2026, info.gouv.fr). Dates may shift in some regions, so check your department before you travel. You don't have to limit yourself to heavy luxury: local brands cost less, and their quality is on par with well-known names.

When: early January, about four weeks.
Where: Printemps, Galeries Lafayette, Bon Marché (Paris).
What to buy: clothing, shoes and accessories, local brands.
The catch: the season is short, and selection gets thin in the final week.

If you're planning your trip in advance, compare prices at department stores and in neighborhoods with local shops: the difference can be noticeable.

Hotels in Paris on Trip.com

Spain: clothing and shoes from local brands

Spain joins the sales at the same time as France. Promotions start on January 7 and run through the end of February (as of 09/2026, los40.com). In some regions, stores cut prices as early as the first days of the year. The selection is huge, but the real draw here is clothing and shoes from local brands: Massimo Dutti, Manolo Blahnik, ZARA. They have their widest assortment in Spain, and some models you won't find outside the country.

People in Puerta del Sol square in Madrid

When: the first week of January, through the end of February.
Where: La Roca Village and L'Illa Diagonal (Barcelona), ABC Serrano (Madrid).
What to buy: clothing and shoes from Massimo Dutti, Manolo Blahnik, ZARA.
Tip: set aside a full day for an outlet outside the city so you can try everything on without rushing.

Hotels in Barcelona on Trip.com

United Kingdom: Boxing Day and two sales phases

Facade of a London pub with a Beer Garden sign

British sales run in two phases. The first comes in mid-December, when everyone is buying gifts. The second starts on Boxing Day, the day after Christmas, and lasts through the end of January. The tradition has a history: on the second day of Christmas, families used to pack up leftovers from the holiday meal and give them to the poor. That's where the name comes from, literally "the day of boxes."

When: mid-December and right after Christmas, through the end of January.
What to buy: clothing, accessories, gifts.
Important: before the sales begin, British newspapers and magazines publish shopper guides that show where the discounts will be most worthwhile.

If you're after a specific brand, check its schedule in advance: some stores open earlier than usual.

Hotels in London on Trip.com

How to shop smart in January

Visit stores a couple of days before the sale starts: you can browse the selection and try things on without pressure.
Plan your visit for the first hours of the day, when the selection is at its best.
Map out a route across several stores so you can compare items and save time getting around.
Keep your receipts and check return policies: rules vary from one chain to another.

⁉️🤔 Frequently asked questions

When do winter sales start in Europe?

In Germany and Austria, promotions start after Christmas. In Finland and Czechia, discounts appear right after Christmas, and in the United Kingdom the sale begins on Boxing Day. France and Spain join in the first week of January, and Italy and Portugal also start early in the year.

How long do January sales last in Europe?

The longest season is in Portugal, Czechia and Austria: almost two months, through the end of February. In Italy, sales also stretch for about two months. The shortest sale is in France, about four weeks, and in Germany selection is already noticeably limited by late January.

Where in Europe are the biggest discounts on clothing and shoes?

Italy offers deep discounts on fashion: the season lasts two months and covers both mass market and luxury. In Spain, it pays to buy shoes and clothing from local brands, and in France it's worth looking at local labels that cost less than heavy luxury.

Is it worth traveling for shopping in January?

Yes, it's one of the best months for shopping. Stores are clearing out past collections, and selection is greatest in the first days of the sale. Arrive in the first hours of the day and check dates for the specific country in advance, because timing varies everywhere.

What do people buy in Finland and Czechia?

In Finland, discounts most often apply to tableware, glass, textiles and sports gear. In Czechia, look for crystal, cosmetics, electronics and clothing: online stores start their promotions a day earlier than in-store.

Winter sales on video

If you prefer watching to reading, here's a short overview of January shopping in Italy: it shows the same stores and prices discussed above.

In short: what's worth booking

If you're going for clothing and shoes, choose Italy, Spain or France. For tableware, glass and textiles, Finland makes sense; for sports gear, Austria; for crystal and cosmetics, Czechia. Portugal offers the longest season on a small budget, and the United Kingdom is convenient for gifts and clothing.

The decision matrix is simple: if you want fashion at the biggest discount, choose Italy; if you want shoes from local brands, choose Spain; if you want a long season and low prices, choose Portugal. Find a hotel on Trip.com in advance so you can stay close to the shops.

Winter sales in Europe: 9 destinations where discounts last the longest