When Do Brands Really Discount? A Month-by-Month Sales Calendar

January – February

Right after the holidays, stores clear leftover stock. January sales (and Boxing Day in the UK) are real: winter fashion, holiday decor, and gift overflow get marked down. By late January and into February, you'll see deeper clearance (50–70% off) on winter coats, boots, and cold-weather gear. Electronics from the previous year often get a first markdown. New spring stock starts landing in February, so end-of-winter is the best time to buy winter items.

March – May

Spring sales kick in as retailers make room for summer. Mother's Day (May) drives beauty, fashion, and gift promotions. Memorial Day (US) and late May bank holidays often bring broader sales. Fashion sees first markdowns on early spring pieces that didn't sell. Home and garden go on promotion. If you're after spring/summer basics or last season's winter leftovers at a steal, March–May is when to look.

The best time to buy winter gear is when the next season is already in the window—January and February.

— On Sale

June – August

Summer sales and mid-year events. Prime Day (Amazon, usually July) has spread to other retailers running competing "deal days." Father's Day (June) and back-to-school (late July–August) drive targeted promotions. End-of-summer clearance in August is strong for fashion, outdoor gear, and seasonal items. Electronics often get another round of markdowns as new models are announced. If you can wait, August is a good month for summer clothing and last year's tech.

September – November

Fall sales ramp up. Back-to-school is done; retailers shift to autumn and holiday prep. Singles' Day (11 November) is huge in some markets. Black Friday (fourth Friday of November) is the biggest discount day in the US and increasingly elsewhere—electronics, fashion, and home see real markdowns, though not everything is a deal. The week before Black Friday often has early access or "pre-Black Friday" sales. Use filters (e.g. by discount %) to spot the real drops and ignore inflated "was" prices.

December

December is more about gift buying than the deepest discounts. Cyber Monday (Monday after Thanksgiving) extends Black Friday online. After that, promotions are often "get it in time for Christmas" rather than the steepest prices. Some retailers run "12 days of Christmas" or flash sales. The very best December deals are usually on overstock or last-minute clearance, not on the hottest gifts. If you're not tied to a holiday deadline, January will often beat December.

How to use this calendar

Use this as a rough map, not a guarantee. Retailers shift dates (e.g. Prime Day moves). Your category (fashion, electronics, home) will have its own rhythm within the year. Set alerts for brands or categories you care about so you're notified when new markdowns land. Filter by discount level so you see items that are genuinely reduced. And if you know a big event (e.g. Black Friday) is coming, avoid buying at full price a few weeks before—wait for the event or buy well after when leftover stock gets cleared.

Summary

Brands really discount in waves: post-holiday (Jan–Feb), end-of-season (late winter, late summer), and around big events (Prime Day, Black Friday, Boxing Day). January and February are strong for winter clearance; August for summer; November for Black Friday and pre-holiday. December is more about availability than the lowest prices. Plan around the calendar, use discount filters to find real markdowns, and set alerts so you don't miss the drops that matter to you.