The yearly sales push returns this year, following the tradition that marks them right after Three Kings’ Day. It sits unevenly among big chain retailers who keep this history alive and smaller chains that have already rolled out deep discounts.
Although the Commercial Code established bi-yearly sales windows in 2012, retailers still have broad latitude to decide the timing of promotions. That freedom has led to greater variability in when discounts appear, a trend that continues to influence shopper behavior across North America and beyond.
Across the industry, the sales season boosts both consumer activity and hiring. Workforce specialists estimate that this period will generate more contracts than last season. Randstad predicts around a 2.1% rise to about 163,000 new positions, while Adecco projects a 5.6% increase, reaching roughly 125,000 openings.
Inditex and El Corte Inglés stay true to tradition
The Inditex group, owners of Zara, Stradivarius, Bershka, Pull & Bear, and Oysho, has not confirmed a fixed start date for the campaign. Still, the pattern resembles previous years: sales activities will begin on group platforms first and expand into physical stores shortly thereafter.
Typically, the brand family will launch promotions on their websites and mobile apps in the evening, followed by in-store discounts a day or two later. In some contexts, a strike day can be called, reflecting conversations about wages and conditions within certain sub-brands under the umbrella of Inditex and its partner unions.
A major retail site aligns with a 9:00 am start on the first day of online promotions, extending to 10:00 am in physical locations the next day.
Meanwhile, discount offers often begin well ahead in other markets, with reductions visible as early as December 26 through January 5 across assorted lines and categories.
Tendam, the owner of Cortefiel, Pedro del Hierro, and Women’ secret, has already kicked off its sales period, which runs through February 28 across its brands. The opening dates have varied by store, reflecting the flexible approach the sector continues to adopt.
Similarly, Cortefiel started its promotions on December 26, while Springfield and Women’ Secret began discounts on January 1.
In the meantime, a Swedish multinational often participates with significant markdowns on apparel, home decor, beauty, and sports goods. Their discount window stretches from late December into mid-February, illustrating how brands align regional calendars with global demand.
In Canada and the United States, shoppers often see similar patterns. Large fashion groups test timing strategies to capture post-holiday buying momentum, balancing online convenience with in-store experiences. Consumers respond to tiered discounts, limited-time offers, and bundle deals that reinforce the season’s appeal. Retailers emphasize easy returns and clear sizing information to support cross-border shopping that many North American customers practice.
Across these markets, the core message remains consistent: generous promotions paired with reliable stock levels drive traffic and sales. The interplay between online channels and brick-and-mortar locations continues to define the rhythm of the sales season. This dynamic helps brands maintain momentum after the holidays while giving shoppers a window to refresh wardrobes at perceived value.