Spain is once again entering a hot season for those who can’t imagine life without updating their wardrobe. The 2026 winter sales are about to hit stores and online platforms, promising a real battle for the best items at rock-bottom prices. Anticipation is already in the air: whoever gets there first, wins. This is especially true for beloved brands, which always spark a genuine frenzy with their sales.
This year, Inditex continues to play by its own rules. The group’s stores will open their doors to bargain hunters on January 7, while online shoppers will get access to the deals a day earlier—on January 6. This has become something of a tradition that many look forward to each year, since the first hours are the best chance to snap up the most coveted items.
Discount schedule
Attention to detail is what sets true sale enthusiasts apart. Inditex doesn’t just announce the start of promotions but specifies exactly when the discounts will appear on the website and in the app. For instance, Pull & Bear, Bershka, and Stradivarius will begin offering discounts in the app at 18:00, and on the website at 19:00. That means the most eager shoppers have a one-hour head start over the rest.
Lefties is keeping pace: here too, the discounts launch in the app at 18:00 and on the website at 19:00. However, for now, promotional items can only be viewed through the mobile app. Oysho follows the same schedule as the other brands in the group.
Massimo Dutti decided to stand out: for members of the ‘Massimo Dutti feel’ program, the sale will start even earlier—on January 5 at 20:00. They promise discounts of up to 40%, but only for those who registered in advance. This time, Zara and Zara Home have synchronized their online events with the rest: discounts will appear in the app at 18:00 and on the website at 19:00. This is rare, as Zara usually goes its own way.
Dates and details
Not all brands stick to the same sale periods. For example, Bershka will extend its sale until February 22, while Stradivarius will run through the 28th of the same month. This gives shoppers who prefer not to rush a chance to make thoughtful purchases. However, experience shows that the most desirable items tend to disappear within the first few days, sometimes even hours.
Still, keep in mind: each brand can change terms or add new offers at any moment. So staying up to date isn’t just exciting—it can also pay off. This is especially true if you’re after specific items or sizes, which tend to sell out first.
What shoppers expect
Interest in winter sales keeps growing every year. Both Spaniards and visitors to the country make shopping lists in advance to avoid wasting time. Many are now used to online sales launching earlier and prepare their carts days before the start. This year’s frenzy is expected to be at least as intense as usual.
Competition is especially fierce for outerwear, footwear, and accessories. These categories traditionally attract the highest demand. It’s no surprise that in the first minutes after sales launch, websites and apps may experience outages—the rush of shoppers is immense.
My view
Honestly, this whole race for discounts gives me mixed feelings. On one hand, it’s nice to see people enjoy good deals and turn sales into a real celebration. On the other, it sometimes feels like we’re all becoming hostages to marketing strategies that cleverly fuel interest and create the illusion of scarcity.
Still, there’s no point denying the obvious: winter sales have become part of Spanish culture, a ritual that unites millions. If you’re ready for this marathon, don’t forget to charge your phone, update the app, and choose what you really need in advance. Otherwise, you risk leaving empty-handed—or buying something that will just gather dust in your closet.
