Dis­cover how to make the most of the Jan­uary sales at the cap­i­tal’s lead­ing de­part­ment stores, and find all-year­round dis­counts on de­signer cloth­ing.

If you’ve had your eye on a spe­cial some­thing, now is the time to bag a bar­gain. But first, read Ko­hi­noor Sa­hota‘ s guide to the Jan­uary sales

Where London - - Contents -

There’s noth­ing that cre­ates a shop­ping frenzy so much as a big red sign that

screams ‘Sale!’. As Lon­don’s shop win­dows are filled with sale signs, it means it’s the time of year to grab a bar­gain. Make the most of the dis­counts that many Lon­don stores have to of­fer, which give up to 75 per cent off and ex­tend to de­signer names.

The cap­i­tal’s sales pro­voke bar­gain hunters to come out in their masses. Su­per-keen shop­pers camp out­side larger de­part­ment stores the night be­fore the sale opens, and the crowds can be as busy as the Lon­don Un­der­ground dur­ing rush hour. Even though many sales will have started on Box­ing Day, do not fear – you can still turn up in Jan­uary. While av­er­age sizes might be harder to find, the dis­counts will be a lot steeper as shops are keen to shift the pre­vi­ous sea­son’s stock.

The Harrods sale is a glamorous af­fair: a celebrity has pre­vi­ously ar­rived in a horse­drawn car­riage to open the store. Pre­vi­ous years have seen ac­tresses Eva Lon­go­ria, Salma Hayek and model Jerry Hall, with her daugh­ter Lizzy Jag­ger, open the sale. A few years ago,

singer Florence Welch opened the sale, ar­riv­ing in a green dou­ble-decker bus, ac­com­pa­nied by top-hat­ted at­ten­dants. She even per­formed a few songs in the store with her band Florence + the Ma­chine.

For de­signer goods at heav­ily re­duced prices, head to fa­mous de­part­ment stores from John Lewis to House of Fraser.

Mean­while, West­field Lon­don and West­field Strat­ford City of­fer a mix of de­signer as well as high-street names to choose from.

As for Selfridges, it is al­ways try­ing to find play­ful ways for us to jus­tify spend­ing that lit­tle bit more money. In 2007, its posters pro­claimed ‘I shop, there­fore I am’, and in 2013, its ad­ver­tis­ing said ‘I didn’t find it, it found me’.

So, be­fore you go out on your shop­ping odyssey, here are a few tips: if you are un­sure about an item, ask about the re­turns pol­icy. Many retailers of­fer a longer pe­riod for you to re­turn items if they are gifts. Cru­cially, if you see some­thing you like, pick it up, as it may have been snapped up by the time you de­cide to come back for it. Bag a bar­gain! For full list­ings, turn to p. 51

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