Flexible Sale Start Dates
The 2026 winter sales in Spain have officially begun. Since Spain deregulated the official sales period in 2012, retailers can now decide their own start and end dates for promotions. Despite this flexibility, a common industry practice has emerged. Most brands start their online sales on January 6th, coinciding with Three Kings’ Day (Día de Reyes), and then launch in-store discounts across the board on January 7th.
Inditex Group and Mango Timetable
As a fast-fashion giant, the Inditex group’s brands (including Zara, Stradivarius, Bershka, Pull&Bear, Oysho, Massimo Dutti, and Zara Home) strictly follow this schedule. Their sales typically go live first on their apps (around 6:00 PM) and websites (around 7:00 PM) on the evening of January 6, with physical stores joining in on January 7. Mango follows a similar strategy but offers its members exclusive early access to shop on January 5. Its official online and in-store sales begin on January 6 and 7, respectively.
Department Stores and Other Brands
Spain’s largest department store chain, El Corte Inglés, has already offered pre-season discounts of up to 40%, however, its main and largest winter sale event is set to officially launch on January 7, covering multiple categories such as fashion, home goods, and electronics. Additionally, some brands have already started their sales. For instance, H&M began offering discounts of up to 50% on January 2, Kiabi already has deals up to 60% off both online and in-store, and the Tendam group’s promotions are also underway. The end dates for the sales vary by brand, with some extending until the end of February or even later.
Consumer Spending Forecast
According to a survey report released by the Spanish Consumers’ Association on December 30, 2025, shoppers planning to participate in the sales are expected to spend an average of €197, an increase of €16 from the previous year. In terms of shopping preferences, apparel and footwear are the dominant category at 92%, followed by computer products (5%) and home appliances (2%).
