London: Reasons to go on sale

While English shops have promotions throughout the year, the July and January sales are the best times to stock up on bargains in London. Brands such as Topshop, H&M or Zara as well as department shops offer unbeatable discounts, sometimes as much as -70% . The perfect opportunity to redecorate your wardrobe or get the piece you've been dreaming of for several months! So, see you in London from 26 December ("Boxing Day"), which announces the launch of the winter sales. We have selected for you the ten best districts for an unforgettable shopping experience in the British capital. And a little tip before you set off in search of the best discounts: put on a pair of comfortable shoes and take to the streets of the British capital.

Shopping on Oxford Street

One of London's best-known shopping streets, Oxford Street is the perfect place to start your shopping trip. You will find many major retailers as well as several department shops.


Selfridges is one of the most popular department shops in London. Open on Oxford Street since 1909, the shop spans six floors and offers men's, women's and children's fashion, cosmetics, footwear and even fine food. You'll find brands that are within easy reach of every pocket and designer labels on the shelves.

John Lewis

John Lewis is another must-see shop across the Channel, and its Oxford Street shop will be the perfect place to find men's, women's and children's clothes, shoes and beauty products at unbeatable prices during the sales. On each floor you will also find dedicated departments for home appliances and multimedia, as well as a delicatessen. Take a lunch break at the Italian restaurant Rossopomodoro on the third floor. Here you can enjoy a delicious Neapolitan pizza or a tasty pasta dish to regain your strength after browsing the 7 floors of the shop.


The Debenhams shop on Oxford Street is well worth a visit. The brand has completely refurbished their London address to offer a luxurious shopping experience. With five floors dedicated to fashion, you can take advantage of sales to buy the latest fashions from your favourite brands. Don't miss their beauty area, one of the largest in London, where you can get a manicure at the Nails Inc. nail bar or get your make-up done at one of the booths, such as Chanel, Givenchy or Benefit.

Shopping on Regent Street and Jermyn Street

Just a short walk from Oxford Street, Regent Street and Jermyn Street are two other must-see destinations for bargain hunters. Here you will find many luxury boutiques, as well as London's largest toy shop. You will find more than 50,000 items of games and toys at Hamleys, THE shop to please young and old children alike. Spread over seven levels, the shop offers well-known games, such as Monopoly, but also more confidential brands. The sales staff regularly demonstrate the latest novelties, so you will be able to make nice discoveries and bring back original gifts for your children.

Liberty London

The Liberty shop has been a veritable institution in London since it opened in 1875, both for its Tudor-style half-timbered building and its ultra-spanning selection of brands. Liberty offers a wide range of luxury goods carefully selected by specialist buyers. Their beauty space is also one of the most sought-after in the city, with many exclusive brands. You are sure to find the bag of your dreams, the perfect little black dress or the latest beauty innovation.

Benson & Clegg

Benson & Clegg has been one of the capital's most prestigious tailors since the 1930s. You'll find luxury men's suits, as well as many accessories such as cufflinks, ties, bow ties and much more to awaken the British dandy in you.

John Lobb

To go with the Benson & Clegg suit, you'll need a pair of shoes that are as elegant as they are comfortable. John Lobb is the place to be. Their shop is impossible to miss on Jermyn Street, with its sublime wooden front, surmounted by the name Lobb in gold letters. The shoes are custom-made by hand by artisan shoemakers and you can choose from moccasins, brogues, boots, heels and much more.

Doing the sales on Bond Street

Bond Street is the perfect destination to tour London's top luxury boutiques and take advantage of seasonal discounts to give you the room of your dreams.


The Bond Street boutique is a must-see British luxury brand where you can discover the timeless pieces of the brand. Try on the famous trench coats with the mythical tartan lining, before taking a stroll through the leather goods and beauty departments. If you buy clothes, the shop offers a touch-up service to have them fitted on the spot. You can also have your new bag or purse personalised with your monogram.

Louis Vuitton

After English luxury, head to one of the top French luxury spots and the superb Louis Vuitton boutique on New Bond Street. The boutique is decorated with many works of art, a perfect atmosphere to stroll through the shelves in search of your next handbag. Don't forget to visit the beauty area, where you can have your favourite bottle of Louis Vuitton perfume refilled at the perfume fountain.

Tiffany & Co

The Tiffany & Co boutique on New Bond Street has nothing to envy to the prestigious boutiques on Place Vendôme in Paris and you will discover jewellery of rare refinement in this temple of jewellery. The shop offers exclusive collections, such as that of Paloma Picasso, the daughter of the famous Spanish painter, who is a jeweller for the brand. The shop also offers a personalisation service to have your jewellery engraved. You will be able to write a small message to give a unique gift to your loved ones.


Established in the late 1970s, Browns is one of London's most innovative fashion boutiques. Always at the forefront of trends, you will find luxury brands such as Isabelle Marant, Jil Sanders or Chloé. And during the sales, you can enjoy up to 50% off some items.

Doing the sales on Piccadilly

Known for its giant, luminous screens, the Piccadilly district is full of beautiful shops for sales.

Fortnum & Mason

The Fortnum & Mason boutique in Piccadilly is a must for tea lovers and is worth a visit just for its staircase and changing decor. Here you will find food from all over the world for the pleasure of the eyes and the palate, clothes and leather goods, but above all very good refined teas, as well as small biscuits and chocolates that will delight tourists looking for exclusive souvenirs.
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