When to Shop the Sales in Europe: A Complete Country-by-Country Guide to Discounts and Smart Shopping Strategies

Sales in Europe are more than just a shopping season — they’re a cultural phenomenon. Every year, millions of buyers flock to fashion capitals chasing those coveted -50% or even -70% discounts on brands that cost twice as much during the rest of the year. In this article, you'll learn when sales start in different European countries, how to prepare, where to find the best deals, and why having a European residence permit or citizenship isn’t just about travel — it also comes with shopping perks.

Most European countries have two main sales seasons:

• Winter sales: Start in January and last through the end of February — the best time to score deals on outerwear, shoes, and luxury brands.
• Summer sales: Begin in July and run through August — perfect for snagging summer clothes, accessories, and swimwear with up to -70% off.

Tip: For the best selection, plan your trip for the early weeks of the sale season — that’s when inventory is at its peak.

Winter sales: From the first Saturday of January
Summer sales: From the first Saturday of July
Discounts: Up to -70% on Dolce & Gabbana, Prada, Max Mara, and more
Bonus: Italians love local boutiques — you’ll often find unique, limited pieces there

Winter: Start on the second Wednesday of January, last ~4 weeks
Summer: Start on the last Wednesday of June
Discounts: Start at -30%, rise to -60% by the end
Hotspots: Galeries Lafayette, Printemps — great for designer and luxury items

Madrid: Winter from January 1st, summer from late June
Barcelona: Summer starts July 1st
Discounts: Zara, Mango, Massimo Dutti and other local brands offer up to -60%

Sales vary by region, but typically:
Winter: Late January
Summer: Late July
Tip: Germany is strong in outlet shopping — check out Hugo Boss, Adidas, Puma at fantastic prices

Make a list of what you actually need — avoid impulse buys
Research brands and stores in advance — know where to find your targets
Double-check store hours and opening days — especially for the first days of sales

Weekday mornings: Less crowded, better size availability
End of the season: Deepest discounts — but be prepared for limited stock

Outlets: Serravalle (Italy), La Vallée Village (France), Las Rozas Village (Spain)
Shopping streets: Via del Corso (Rome), Champs-Élysées (Paris), Passeig de Gràcia (Barcelona)
Malls & Department Stores: Galeries Lafayette, El Corte Inglés, KaDeWe

With a residence permit or passport from an EU country, you don’t just gain freedom of movement — you also unlock:

• Access to local-only sales and private deals
• Ability to travel during any sales season without worrying about visas
• Simplified Tax-Free refunds and shopping perks as a legal resident or citizen

If you dream of stylish, cost-effective shopping — Europe’s sales seasons are your moment to shine. Know the dates, plan smart, and hit the best locations.
And if you want to travel across the EU, shop without limitations, and enjoy local benefits — it might be time to consider getting an EU residence permit or second citizenship.
We can help you obtain residency or citizenship in countries like Italy, Greece, Spain, Portugal, and more.
We’ll help you choose the right program, handle your paperwork, and guide you every step of the way.
Book a consultation — and by this summer, you could be shopping in Europe like a local.