Retailers used to stick to a strict timeline when it came to sales, with Boxing Day marking the start of all of the reductions. However now sales start as early as the first week of December, with very few brands sticking to the traditional schedule—however, Zara is the exception here. The Zara sales always start online at 10 p.m. the day before the in-store sale begins, and so every year it begins on Christmas Day evening at 10 p.m.
The best sales shopping tip I've picked up is to add items to your wish list in advance of sales so that you are certain you are buying things you truly want (discount or no discount) and it saves you time aimlessly scrolling through thousands of promotions. This tip is particularly useful on Christmas, as no-one wants to spend Boxing Day doing a sales audit.
Zara is particularly secretive when it comes to its sales—it don't reveal to fashion editors the items that will go into sales, and we aren't given any heads up on the discount. Ahead of the Zara sales this year, I have put together a wish list of 21 pieces that I think are worth looking out for when the promotions begin, with an edit of classic coats, knitwear and boots that will prove to be wise investments. A Zara insider did share with us one useful tip, which was to go for the higher-priced good first, as these sell out more quickly. "Other pieces like shirts are likely to still be around for the second markdown," recommends our insider.
Keep scrolling to see my edit of the 21 items I have bookmarked ahead of the Zara sale.