Summer sales 2026: dates, discounts and where to shop

The summer sales 2026 are here: the annual chance to refresh your wardrobe with up to 70 % off fashion, shoes and accessories. In this guide we cover when they start, which brands offer the deepest discounts and how to compare prices so you know the deal is real.

When do the 2026 summer sales start in the UK?

UK retailers each set their own dates. Expected 2026 starts:

• Zara, Bershka, Pull&Bear, Stradivarius (Inditex): 25 June (online first, in-store 26).
• Mango: 25 June online sale + outlet.
• H&M: 22 June with -30 % at launch, -50 % in July.
• John Lewis: 25 June, member preview from 23.
• Selfridges: 26 June with their iconic mid-season clearance.
• Nike / Adidas stores: 30 June – 4 July depending on line.
• ASOS / Boohoo / SHEIN: rolling sale with -15 % codes at end of June.
• Outlets (Bicester Village, Cheshire Oaks, Gunwharf): permanent discount + 10–20 % top-up in July.

Key window: when to buy what

• 25–30 June: Best stock and full size range. Discounts of 30–40 %.
• 1–15 July: Second markdown. Discounts at 50 %. M/L sizes running out.
• 16–31 July: Third markdown. Up to 60 % but stock is patchy.
• August: Final clearance up to 70 % on remaining stock.

Best discounts by category

Women's fashion

• Mango — -30/-50 % on dresses, blouses, skirts. "Wedding Guest" capsule.
• Zara — first reductions 30 %, 50 % mid-July.
• Reiss / & Other Stories — more measured sales (20–30 %) on prime pieces.
• Bershka — aggressive discounts from day 1 (40 %).

Men's fashion

• H&M — chinos at £14.99, polos at £9.99.
• Zara Man — linen jackets -50 % from 1 July.
• John Lewis Men — Lacoste, Hugo Boss, Polo Ralph Lauren at 30–40 %.
• Bershka — shorts and swim trunks at £7.99.

Trainers and sportswear

• Adidas — Stan Smith, Gazelle, Samba at -30 % from 30 June.
• Nike — Air Max, Air Force 1 at -25/-35 %.
• Foot Locker / JD Sports — staggered markdowns, better stock than brand stores.
• Sports Direct — bulk discounts on year-round lines.

Bags and accessories

• Coach / Kate Spade outlet — leather lines at -50 %.
• Aspinal of London — measured sale on classics.
• Accessorize — progressive markdowns 30–70 %.

How to spot a real discount vs an inflated one

UK consumer law requires retailers to show the lowest price applied in the previous 30 days as the reference for any discount. How to use it:

1. Check price history via Keepa, Honey, Camelizer extensions.
2. Use ComparaModa's compare to see the same item at multiple retailers.
3. Be wary of > 60 % off from big brands on day 1 — usually old stock or extreme sizes.
4. Check sale returns policy — some brands shorten to 14 days or refuse exchanges on sale items.

Strategy: when and how to buy

1. Day 0 (24–25 June): Sign up to Mango, Bershka, ASOS, John Lewis newsletters. Get -10/-15 % subscriber codes.
2. Week 1 (25 June – 3 July): Buy basics (denim, white tees, swimwear). Best stock and sizes.
3. Week 2 (4–10 July): Trend pieces on your wishlist — discounts at 50 %.
4. Week 3+ (11+ July): Rare sizes (XS, XXL) and premium pieces not yet marked down.
5. August: Final clearance + back-to-school codes -20 % at Nike/Adidas.

Comparing prices with ComparaModa during sales

1. Search the product via summer sale search.
2. Set price alerts on wishlist items.
3. Check Mango, Zara, Bershka in the comparison.
4. Combine with the wedding guest looks guide for July/August weddings.
5. Daily updated sale section.

Bottom line

The 2026 summer sales are your best chance to refresh your wardrobe without overspending. Plan, compare, buy with intent — the difference between a smart and a wasted shop can be hundreds of pounds. Start your wishlist in the ComparaModa sale section.