Retail sales follow a fairly predictable yearly rhythm. If a purchase can wait, timing it around a major event can save money — although not every "event price" is a real bargain. This calendar covers the main events in our core markets. Exact dates and the brands taking part change every year.
January: New Year sales
Post-holiday clearance continues into January in many countries, especially for clothing and home goods. It is also when many subscription services run new-year promotions aimed at fitness, learning and productivity.
February – March
In Australia and New Zealand, back-to-school shopping peaks in late January and February. In the US, Presidents' Day weekend in February is a traditional time for mattress and appliance promotions. Spring sales on fashion and outdoor gear begin in March in the Northern Hemisphere.
April – June
End-of-financial-year sales are a big event in Australia, running through June before the 30 June year end. In the US, Memorial Day weekend at the end of May is another common sale weekend. PC gamers often watch for Steam's summer sale, which typically starts in late June.
July – September: back to school
Back-to-school season runs from July to September in North America and Europe. It is the most common time for laptop and tablet education promotions, with computer makers often adding seasonal offers to their education pricing. Large online marketplaces also commonly hold membership sale events in mid-summer.
October – November: the run-up to Black Friday
- Singles' Day (11 November) is a major event on international marketplaces.
- Black Friday is the day after US Thanksgiving — the fourth Thursday of November — and is now a global event, with many retailers extending sales across the whole week or month.
- Cyber Monday follows on the Monday after, traditionally with a focus on online and electronics deals. Many software and subscription companies run their biggest annual discounts across this weekend.
December: holiday and Boxing Day sales
Holiday promotions run through early December, followed by Boxing Day sales on 26 December in the UK, Canada, Australia and New Zealand, often continuing into the new year. Steam's winter sale usually starts shortly before Christmas.
How to judge an event "deal"
- Know the normal price. Watch the product for a few weeks beforehand, or use a price-history tool for the store.
- Compare like for like. Event models are sometimes slightly different versions of a product, with a different model number.
- Be wary of "was" prices. Our guide to misleading discount claims explains what to look for.
- Check return windows. Many retailers extend returns over the holiday period — useful if you buy gifts early.
PromoCodely adds event offers to seasonal offers only once a merchant has confirmed them. Until then, we do not assume a store will be taking part.
Preparing for a big sale event
- Make a short list of things you already planned to buy. Sale events are designed to create new wants.
- Record current prices for those items a few weeks before the event, with screenshots and dates. This is your baseline for judging "was" prices.
- Check return windows. Many retailers extend returns over the holiday season, but not all, and not for every category.
- Set a budget and stick to it. A discount on something you did not need is still spending.
- Check delivery cut-off dates if the purchase is a gift.
Frequently asked questions
Are Black Friday prices always the lowest of the year?
Not always. Some products are cheaper at other times, for example during model changeovers or end-of-season clearances. Tracking the price of a specific item over several weeks tells you more than the event name does.
Do sale dates differ by country?
Yes. Black Friday is now common in the US, UK, Canada and Australia, but Boxing Day sales are a much bigger event in the UK, Canada and Australia than in the US, and other countries have their own major shopping days. PromoCodely lets you filter offers by country so you see what applies where you live.
Should I trust early "Black Friday" deals?
Judge them like any other deal: compare against the price you recorded earlier, not the "was" price on the page.
