Shopaholics brace yourselves for the Boxing Day sales rush

Boxing Day used to be a family day, relaxing together or going on a brisk winter walk. But now it’s all about the Boxing Day sales with high street stores investing heavily in advertising designed to work up a frenzy of hype. Even Harrods and John Lewis which stood firm for so long determined to wait to start their sales in January have caved in to popular demand.

Elizabeth in her Joseph jumper

Don’t get me wrong there are certainly bargains to be had but before joining this annual shopping fest sit back and think about why you are doing it. Do you really need bags of last season clothes and shoes that are impulse buys and probably don’t fit properly – and likely as not will never be worn? Okay so we can all justify spending money by saying it was in the sale – but as my partner Paul often says, if it’s 20% off then it’s 80% on.

However if you have been longing for a designer pair of shoes or bag that is out of your budget, or need an outfit for a special event or wedding you have been invited to in the new year, then it is worth checking out the sales.

I never race to the Boxing Day sales but a few years ago when my couture salon was based in Walton Street, most days I would walk past Joseph’s flagship store and I fell for a £500 baby alpaca wool jumper with fringing on the shoulders. With a business to run, all I could do was dream. But when I went back to work in the new year the 50% off sale signs enticed me in and there it was, my dream jumper in my size for less than half the price.

Four years on, I am still keeping warm in my Joseph jumper and getting so many compliments. And it looks as good as the day I bought it and will never leave my wardrobe.

Taking a coffee break

If you are planning a sales shopping trip the easiest option is the big department stores – there is also the advantage of coffee shops and toilets all under one roof.

In London you will be spoilt for choice:

Fenwick – famous Bond Street store, great for handbags and accessories as well as designer labels.

Fortnum & Mason – where there will be a lot of discounts in the luxury food emporium.

Harrods – the iconic Knightsbridge store famous for big sales savings on luxury goods.

John Lewis and its swanky cousin Peter Jones – these stores are shut Boxing Day but you can expect to find great bargains when it’s sales start 27th December.

Liberty – a luxury destination with an experimental designer fashion department that often results in huge savings.

Boxing Day Sales
More Bargains

Harvey Nicholls – the go to place for designer collections.

House of Frazer – for fashion and cosmetics and discounts on gift boxes and perfumes.

Selfridges – six floors of sale packed fashion for the serious designer fashionista.

Westfield – a shopping Mall with all the designer boutiques under one roof – Burberry, Louis Vuitton, Tiffany & Co, Prada etc.