The Christmas Sales Have Started—These Are the Deals Genuinely Worth Shopping

Who What Wear editors know how to shop a sale in style. Keep scrolling for our expert tips.

Christmas itself may not have arrived yet, but believe it or not some of the best end of year winter sales have already begun—especially in the world of fashion. Gone are the days of waiting for the biggest discounts to land on Boxing Day. This year it appears retailers will be staggering their sales throughout December and January so if you’re serious about making some savings on buys that are genuinely worth it, it pays to be prepared and get ahead of the game.

Of course, we’re always cautious about encouraging over-consumption, and sale shopping should be approached with calm consideration to avoid any buyers remorse or regretful impulse purchases. But a smart outlook that involves shopping for timeless classics and pieces you already had on your wish list for the year ahead can not only save you money in the long run, but also help you to shop less, better quality items (that may usually be out of reach) in order to build a more responsible wardrobe on the whole. You could even save on a last minute gift or two—one clear benefit of the sales starting before Christmas!

To help you make these smart sales choices, I’m here to tell you about the best of the Christmas sales fashion deals that are looking undeniably good this year. After all, I’ve been a stylist and shopping editor for over a decade, honing my expert eye to be able to easily pinpoint the best value discounts and the pieces that will truly stand the test of time.

The best things to buy on sale? Timeless wardrobe classics and investment buys for less.

You’ll have to be quick to get those wardrobe gems, but don’t worry—I can help point you in the right direction. With almost unbelievable discounts, it’s the time of the year when you can pick up designer pieces at more reasonable prices, and those premium-quality high street buys become even more affordable.

Trust me when I say I’ve looked through every sale that’s already live (it is my job, after all) and I have my inside sources feeding me the upcoming sale dates, too, so I can keep you as up to date as possible. For now, I’ve made you a concise edit below of the discounts worth checking out and the items I believe are truly worth buying. From practical coats and boots to classic knitwear and timeless designer bags. A lot of the items below I know come back in stock every year, so you can be confident this is anything but the dregs of the season. Whether you’re looking for cosy winter buys, staples to boost your new year wardrobe, warm-weather pieces for holidays ahead or special items to treat yourself (or others) with, keep scrolling to see my top investments from this winter’s Christmas sales.

& Other Stories has up to 40% off here

ARKET’s wardrobe staples are on sale now

NET-A-PORTER has up to 50% off timeless designer buys

Shop up to 70% off in the Matches designer sale here

John Lewis‘s winter sale has started here across fashion beauty and electrics.

Reformation‘s sale now has up to 70% off sustainable celebrity favourites

& Other Stories is one of our editors’ high-street go tos—you know that. But it can start creeping up into expensive territory sometimes, especially when it comes to their beautiful wool coats and cashmere knits (pieces we rate particularly highly). So, their end of season winter sale with up to 40% off is a great opportunity to bag some of these classic buys (that often get restocked season after season) for a lot less. The stock always flies out quickly though, so act fast if you spot something you plan on loving forever.

Shop the & Other Stories sale here.

This super-soft coat could so easily pass for designer.

A classic you’ll wear every autumn/winter. This style is restocked every year, and I can confirm this jumper washes really well.

I love the square toe on these timeless boots.

ARKET’s big end of year sale has *just* launched, with so many of its wardrobe staples going into discount. Think the brand’s classic black puffer coats, wool jackets and cosy knits.

Shop the ARKET sale here.

It’s well-known in the industry that this is the best (and warmest) puffer on the high street.

The home of the best designer buys online, NET-A-PORTER, always launches its sale quite early, but I’m surprised to see there’s already up to 50% off. The stock levels always dwindle quickly though, so my advice would be to take advantage of it while you can!

Shop the NET-A-PORTER sale here

Khaite does the best (and most timeless) designer knitwear IMO.

This is such a gorgeous (and roomy) tote for travel or work. It comes in a woven black leather option, too.

Matches has up to 70% off over 10,000 items, with new pieces being added regularly. The site always impresses me with its chic edit of dresses for occasions and resort pieces (perfect if you’ve got some winter sun opportunities coming up, or like to buy in preparation for the warmer seasons ahead). Personally, I’m heading straight to the in-house label Raey for the best discounts on quality staples like knitwear, jeans and coats.

Shop the Matches sale here

A pretty perfect pair of straight-leg jeans if you ask me.

This is such an expensive-looking bag that you’ll wear for years, now down to a really reasonable price.

A super fun statement piece for birthdays, weddings, and elegant nights—and it’s over half price.

I’m shocked that this jumper has stock left.

Since it’s recent refresh, Hush has become one of my go-tos for elevated wardrobe staples. The cosy separates and outerwear are particularly good, and there’s up to 50% off now.

Shop the Hush sale here

I plan on wearing this with leggings and chunky boots for the entire Christmas break (and probably for most of January too).

The chocolate brown colour, textured wool and funnel neck all make this coat look like it could easily be from somewhere like Toteme or The Row.

These wool wide-leg trousers are really well tailored.

John Lewis always does epic end of season sales across its own brands but also so many of the brands it stocks that aren’t on sale elsewhere, like Whistles and Nobody’s Child. There’s currently up to 50% off some great winter buys.

Shop the John Lewis sale here.

I always look out for real leather winter boots on sale in particular—like this classic lace up style which will slip easily under your jeans.

I love this sequin skirt dressed down with a casual knit for a chic party look, or you could go all out with this top-to-toe sequin dress.

This is lightweight but, most importantly, still warm.

This flattering funnel neckline is perfect if you find a chunky roll neck a little too heavy. The cashmere blend will keep you cosy too.

Harvey Nichols has an unbelievable selection of designer wares in its winter sale with up to 50% off now.

Shop the Harvey Nichols sale here.

I always recommend Jimmy Choo to those who ask me for an investment pair of boots that will never date.

The Row’s wide leg trousers simply can’t be beaten for impeccable quality and cuts.

I honestly can’t believe how many amazing Bottega Veneta shoes are in the Harvey Nichols sale. These feel polished but still really wearable, even for work.

Reformation is the sale that us Who What Wear editors wait all year for. From their pretty dresses that look great on every body, to their celeb-loved staples—you really can’t go wrong. With up to 40% off now, it’s a great opportunity to invest in the brand’s sustainable and stylish buys for less.

Shop the Reformation sale here.

This is such a flattering and classic shape.

A really elegant and versatile LBD that you can dress up or down.

Don’t sleep on Reformation’s denim. Kendall Jenner is a big fan.

A beautiful dress you can wear with knee high boots now and sandals in warmer weather. It’s also perfect for any winter and early spring weddings coming up in your diary.

Ref have really nailed cosy-but-chic knitwear. This just went straight into my basket.

The second the sun hits your skin come summer 2024, you’ll be so grateful for this sale buy. Jennifer Lopez even wore this dress on her honeymoon.

Another insider favourite, you’ll often find fashion editors shopping 24S’s amazing sales. Mainly because they discount a lot of timeless designer buys you won’t often find on sale anywhere else—like a Max Mara coat or Chloe bag(!). Right now, there’s up to 50% off and surprisingly good levels of stock on the best bits.

Shop the 24S sale here.

If you’re in the market for a classic leather crossbody at a mid-range price point, A.P.C. is always the first brand I recommend.

It doesn’t get more iconic than a Max Mara wool coat, so I honestly can’t believe this is on sale. Yes, it’s still a hefty investment, but a very, very wise one that I doubt you would ever regret.

No doubt about it, Chloe’s Woody Tote is still practical, chic and an absolute steal to find on sale.

For statement luxury finds or the latest cult brands, I’d suggest heading to Mytheresa’s sale which is currently up to 60% off. Impressive, right?

Shop the Mytheresa sale here.

My dream party shoes. I’d wear them with some vintage Levi’s and a cute top, but they go just as well with a wow dress.

A capsule wardrobe staple from the cult Parisian brand.

I don’t know many people in the fashion industry who haven’t raved about Nanushka’s faux leather pieces, especially these trousers. They’re a piece you’d get so much wear out of.

There’s up to 30% off cult brands, from Khaite to Jacquemus, in the early preview of Harrods’ epic winter sale right now. Be quick though, stock is already selling fast.

Shop the Harrods sale here.

A classic trainer that will go with everything.

I wanted this top all summer (thanks to Monikh) and I know I’ll regret not investing while it’s discounted.

So many of Ganni’s iconic pieces are on sale with up to 50% off already, like the best-selling cowboy boots (I can personally vouch for these as I wear mine all the time), the logo knits, leopard dresses and quilted jackets. Go, go, go!

Shop the Ganni sale here.