You could submit to the seasonal gloom, or you could ask yourself the only question worth asking at this time of year: is it time for a quick scroll through the January sales?
In my opinion, there’s no shame in an emphatic ‘yes’ to the latter. There are some great fashion deals out there at the moment, whether you’re scouring all the major brands and department stores or seeking out lesser known labels.
As always with discount shopping, there are some simple rules to keep in mind. January sales mantras if you will. The first is simple: did you want to buy this (or something similar) before seeing that it was on sale? Answering this honestly will help you determine whether you’ve been sucked in by the glow of the red discount label.
Another thing to think about is whether or not you can imagine wearing the piece in a year’s time. On the whole, it pays to resist trends while sale shopping and instead look for staples that will last for seasons to come.
Finally, why is this item in the sale in the first place? Is the fit off, or the quality sub-par? Read the reviews if you’re online, or try it on (if you can bear it) in person.
Once you’ve jumped through those hoops, it can be happy shopping all the way. With that in mind, I’ve scoured the shops to bring you what I would actually buy if I hadn’t completely bankrupted myself over Christmas.
Russell & Bromley
A dressy ankle boot is a winter saviour when it’s too cold to contemplate heels. There’s a lot to love about this pair — the subtly fuzzy finish, the deep plum-brown shade and, best of all, the assurance of Russell & Bromley comfort.
Guest in Residence
The argyle print trend is going nowhere fast, so consider investing if you’re looking for a statement knit. This, from Gigi Hadid’s knitwear brand Guest in Residence, is a great option that can be layered over shirts or other jumpers.
Reformation
Reformation is difficult to resist at the best of times. During sale season, look out for easy-to-wear two-pieces like this for a satisfying two for the price of one effect. For decreased cost per wear, each piece can be worn separately (the top with jeans, the trousers with a shirt, and so on).
Levi’s
Levi’s jeans, £77 from £110, levi.com
Levi’s jeans will never go out of style, and the brand’s sales are so good, it’s rarely worth paying full price for them. Have a break from barrel legs with this classic flared style in flattering mid-wash blue.
The winter wedding guest dress
Malina
If there’s a winter wedding in the diary, get ahead with the help of chic Scandi label, Malina. This dark olive green number will hit the right note.
Hunza G
If you’ve long lusted after Hunza G’s cult swimsuits but can’t justify the price, now is the time to strike (whether or not you have a sunny holiday in the calendar). A word to the wise — they’re one size, so be sure to buy one from a store with a good returns policy just in case.
Otiumberg
These earrings would make a great antidote to gold hoop malaise. Everything from London-based Otiumberg is covetable and it’s rare to see it discounted, so Liberty is the place to head if you’re after an uplifting January jewel.
J&M Davidson
Unfortunately, it is time to get reacquainted with lugging a laptop around town with you. Do it in supreme style (while saving a pretty penny) with one of J&M Davidson’s timeless bucket bags.
The white shirt with a twist
Cos
A classic white shirt takes some beating, but this year the Cos sale presents a compelling alternative: the boat-neck. It feels classic yet polished, with just enough interest to make January office dressing less depressing.
Holzweiler
Even with a hefty discount, this coat is still an investment. But who could put a price on never being cold again? The tie-waist will help you steer clear of sleeping bag territory too.
Soft Goat
Knitwear fiends, there’s only one name you need to know for 2026: Soft Goat. It hails from Stockholm, capital of keeping warm while looking chic, and delivers consistently delicious cashmere and alpaca knits (some of which are currently in the sale).
& Other Stories
& Other Stories wool blazer, £155 from £279, stories.com
Often, it’s the purchases that feel the most boring at the time that prove to be the best. This black blazer might not feel like the most exciting thing to snap up in the sale, but it will be worth its weight in gold.
The wear-with-everything dress
Asceno
Another investment, but a mighty one at that. Asceno is a cool-girl label for a reason, and you’ll immediately understand why when you see just how easy it is to layer this butter-soft silk dress under just about anything.
Dear Frances
Are they slightly unnecessary? Yes. But there’s still something irresistible about a mesh flat, especially those found at Dear Frances. The gold studs on these are glam but also add a little coverage, so you’re not exposing too much foot.
Solange Azagury-Partridge
All you wanted for Christmas was one of Solange Azagury-Partridge’s cult Hot Lips rings. Your present-buyer-in-chief missed the memo. Don’t sweat it; this special edition is on sale.
Vince
I wore this skirt pretty much every day during London Fashion week last September. It’s improbably easy to wear and is currently 50 per cent off.
Smythson
Listen, you’re going to spend money this year. You might as well look good while doing it. A Smythson card holder never gets old, and it would also be a great way to look generous if you have any January birthdays looming.