The January Sales Are in Full Swing—These Are the Deals Genuinely Worth Shopping

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

Christmas may have been and gone for another year, but in the world of fashion that’s not always a bad thing. Traditionally from Boxing Day the winter sales start and although we’ve seen various early discounts rolling in since November’s Black Friday weekend this year, there’s no denying retailers have saved some of the best deals for now.

Of course, we’re always cautious about encouraging over-consumption, and sale shopping should be approached with calm consideration to avoid any buyer’s 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 fewer, better-quality items (that may usually be out of reach) to build a more responsible wardrobe on the whole.

To help you make these smart sales choices, I’m here to tell you about the best of the post-Boxing Day and pre-January 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.

ARKET’s wardrobe staples are on sale now.

COS has so many classics in its up-to-50% off sale.

NET-A-PORTER has up to 50% off designer buys from Toteme to Loewe.

Shop up to 70% off in the MATCHES designer sale, with an extra 15% off selected buys using the code NEWYEAR15.

John Lewis‘ winter sale includes 50% off hero brands across fashion, beauty and electrics.

And finally, Zara’s epic Christmas sale has started with huge discounts!

& 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 the beautiful wool coats and cashmere knits (pieces we rate particularly highly). So, its 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.

Black leather knee high boots are a wise sale purchase—they’ll never date.

A classic you’ll come back to time and time againe.

The January sales are the optimum time to invest in cashmere jumpers that you’ll wear season after season.

ARKET’s big end of year sale has launched, with so many of its wardrobe staples going into discount. Think the brand’s classic black puffer coats, wool jackets and cosy knits. You can see more of our favourite ARKET sale picks here.

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 whilst you can!

Shop the NET-A-PORTER sale here

Toteme does the best (and most timeless) designer knitwear IMO. This jumper in particular has become a complete classic.

This is such a gorgeous bag. You can bet we’re heading to checkout with this rare incredible sale investment.

It doesn’t get more versatile that a black blazer—and The Row is the place to get the very best version.

COS’s winter sales are legendary, but I’d argue this year’s is the best to date. Featuring discounts of up to 60 per cent off 880+ handy wardrobe additions—tailored trousers, blazers, shirting, dresses and bags—I already have a wish list as long as my arm.

Shop the COS sale here.

I’ll wear this with everything, from slip skirts and tailoring to good old jeans.

COS’s jackets are some of the most expensive-looking on the high street—I can’t believe the discount on this one.

I’d never have predicted that the bag I keep seeing all over Instagram right now would go into sale…

Matches has up to 70% off over 10,000 items, with new pieces being added regularly, and there’s even an extra 15% off selected items right now with the code NEWYEAR15. 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 for the rarely-on-sale Toteme buys, and the the in-house label Raey for the best discounts on quality staples like knitwear, jeans and coats.

Shop the Matches sale here

I just know I would wear these loafers so much.

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

This is a true wardrobe icon that very, very rarely goes on sale.

I’m shocked that this chic jumper has stock left.

Mango has up to 50% off in its Christmas sale which just landed, and it’s the high street store I probably recommend most to my friends, especially for designer-looking coats and knitwear.

Shop the Mango sale here.

A chic jacket that will take you through to spring.

Such a timeless coat that has so many miles of wear in it, and it’s made with wool and cashmere so you know it will be warm.

Wearing tonal knitwear is a surefire way to look rich.

Bouclé-style cardigans always look so polished.

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).

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.

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 this amazing Loewe bag is in the Harvey Nichols sale. It’s been on my wish list for so long.

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 a whopping 70% off now, it’s a great opportunity to invest in the brand’s sustainable and stylish buys for less.

Shop the Reformation sale here.

Don’t sleep on Reformation’s Mason pants. So many celebs and fashion editors (including me) are huge fans of these perfect wide-leg trousers.

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.

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.

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.

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.

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

lululemon’s winter sale has arrived, so you can shop its best-selling activewear (which rarely goes on sale) for less, now. I personally swear by the ultra-soft Align collection and wear it on repeat, and not just for exercise classes, but I’ve heard so many great things about their wardrobe staples like the puffer jacket and loungewear too.

Shop the lululemon sale here.

This is so useful for running or exercising in winter.

My all-time favourite leggings. I have them in three colours but I’m seriously tempted by this gorgeous chocolate brown which feel just as wearable for yoga as they are for brunch.

These throw-on sweatshirts are so great for running errands and heading to and from gym classes.

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 Harrods’ epic winter sale right now. Be quick though, stock is already selling fast.

Shop the Harrods sale here.

A classic shoulder bag with a unique twist.

January is the time to invest in a timeless coat with a generous discount.

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.

There’s a number of colour ways on sale.

You’ll look forward to pulling this out every winter.

I’m so into fair isle knits right now, and this feels like a really cool version (trust Ganni).

Missoma’s beautiful jewellery pieces are perfect for layering up day to day (I rarely take my collection of their necklaces off), but it also feels really special to treat yourself or someone else too—especially when there’s up to 50% off.

Shop the Missoma sale here.

Zara’s winter sale is still on after starting on Boxing Day. They can end abruptly, so be sure to check out the brand’s edit of discounts as there is up to 40% off, while it lasts!

Shop the Zara sale here.