When to buy clothes: a seasonal sale calendar that holds up
Winter coats drop in late winter, swimwear in late summer. Know the pattern, and you can plan purchases instead of reacting to emails.
Clothing prices follow the seasons. Shops need to clear stock before new lines arrive, and that creates a predictable pattern.
The general pattern#
Retailers sell the season's clothing early at full price, discount it in the middle and clear what is left at the end. If you can wait, the end of the season is where deeper reductions appear. If you need something now, expect to pay nearer full price.
A rough calendar#
January and February: winter coats, knitwear and boots, as spring ranges arrive.
March and April: the last of the winter stock. Shops may have little left in common sizes.
June and July: summer sales begin, especially in the UK, where mid-year sales are traditional.
August and September: swimwear, sandals and linen are cleared.
November: Black Friday and the lead-up. Some discounts are real, and many are not.
Late December: post-Christmas sales.
Timings vary by country and retailer, so treat this as a rule of thumb, not a promise.
What to buy when#
Buy coats in February, sandals in September and school uniform in summer before shops are picked over. Buy jeans and basics any time, since they rarely change.
Be careful with Black Friday#
Some "deals" are the normal price with a bigger label. Check the product against its price in October or November. If you can't find a past price, compare similar items across sellers.
Sizes run out#
The deepest cuts come last, when sizes are limited. Common sizes go first. If you're a common size, buy in the middle of the sale, not the end.
Plan a list#
Keep a note on your phone of what you need next season, with the sizes and budget. That turns sale emails from temptation into a checklist.
One rule#
Don't buy it because it is cheap. Buy it because it is something you would have bought at a normal price, a little later. If you wouldn't, it isn't a saving.