{"id":18241,"date":"2026-10-13T21:44:13","date_gmt":"2026-10-13T19:44:13","guid":{"rendered":"https:\/\/consultoriaehero.com\/?p=18241"},"modified":"2026-10-13T22:28:39","modified_gmt":"2026-10-13T20:28:39","slug":"january-sales-2027-spain","status":"publish","type":"post","link":"https:\/\/consultoriaehero.com\/en\/january-sales-2027-spain\/","title":{"rendered":"January sales 2027 in Spain: when they start and what the law says"},"content":{"rendered":"<p>The <strong>January sales 2027 in Spain<\/strong> have no official date. Since 2012, each store decides when they start and how long they last. Tradition says 7 January, which in 2027 falls on a Thursday.<\/p>\n<p>What the law does regulate is what can be discounted and how the price is shown. In this guide we cover the dates, what Spain\u2019s Retail Trade Act (Ley 7\/1996, de Ordenaci\u00f3n del Comercio Minorista) says, and what an online store needs to have ready. Checked against the BOE, Spain\u2019s official gazette, on 13 October 2026.<\/p>\n<nav class=\"w2g-toc\"><strong>On this page<\/strong><\/p>\n<ol>\n<li><a href=\"#cuando\">When the January sales 2027 start in Spain<\/a><\/li>\n<li><a href=\"#verano\">And the summer sales<\/a><\/li>\n<li><a href=\"#ley\">What the law says<\/a><\/li>\n<li><a href=\"#antes\">What it was like before 2012<\/a><\/li>\n<li><a href=\"#precio\">The previous price: the 30-day rule<\/a><\/li>\n<li><a href=\"#nombres\">Sales, promotion, clearance and liquidation<\/a><\/li>\n<li><a href=\"#multas\">Fines<\/a><\/li>\n<li><a href=\"#calendario\">The campaign calendar<\/a><\/li>\n<li><a href=\"#tienda\">If you have an online store<\/a><\/li>\n<li><a href=\"#fuera\">If you sell to other countries<\/a><\/li>\n<li><a href=\"#faq\">Frequently asked questions<\/a><\/li>\n<\/ol>\n<\/nav>\n<h2 id=\"cuando\">When the January sales 2027 start in Spain<\/h2>\n<p>Whenever each retailer wants. Article 25 of Ley 7\/1996 says it in two sentences:<\/p>\n<ul>\n<li>Sales may take place \u201cduring seasonal periods of greatest commercial interest according to each retailer\u2019s criteria\u201d.<\/li>\n<li>The duration of each period \u201cshall be freely decided by each retailer\u201d.<\/li>\n<\/ul>\n<p>Tradition is still to start on <strong>7 January<\/strong>, the day after Epiphany (Three Kings\u2019 Day). In 2027 that is a <strong>Thursday<\/strong>. Nothing prevents starting earlier, and many stores do. There is also no end date.<\/p>\n<h2 id=\"verano\">And the summer sales<\/h2>\n<p>The rule is the same: free date and duration. Tradition is <strong>1 July<\/strong>, which in 2027 also falls on Thursday.<\/p>\n<h2 id=\"ley\">What the law says<\/h2>\n<p>The date is free, but not everything goes. This is what Ley 7\/1996 sets out:<\/p>\n<div style=\"overflow:auto;max-width:100%\">\n<table style=\"width:100%;border-collapse:collapse;font-size:14px;min-width:420px\">\n<thead>\n<tr style=\"background:#334155;color:#fff\">\n<th style=\"padding:10px 12px;text-align:left\">Article<\/th>\n<th style=\"padding:10px 12px;text-align:left\">What it says<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"padding:9px 12px\">24.1<\/td>\n<td style=\"padding:9px 12px\">There are sales when items are offered, in the same store where they are usually sold, at a lower price than before.<\/td>\n<\/tr>\n<tr style=\"background:#f8fafc\">\n<td style=\"padding:9px 12px\">24.2<\/td>\n<td style=\"padding:9px 12px\">Products that have not previously been sold at the regular price, damaged goods, or items bought specifically to sell more cheaply are not sales.<\/td>\n<\/tr>\n<tr>\n<td style=\"padding:9px 12px\">25<\/td>\n<td style=\"padding:9px 12px\">Each retailer decides the period and duration.<\/td>\n<\/tr>\n<tr style=\"background:#f8fafc\">\n<td style=\"padding:9px 12px\">26.2<\/td>\n<td style=\"padding:9px 12px\">It is forbidden to offer damaged items as discounted goods.<\/td>\n<\/tr>\n<tr>\n<td style=\"padding:9px 12px\">20.1<\/td>\n<td style=\"padding:9px 12px\">Each item must clearly show the previous price alongside the reduced price.<\/td>\n<\/tr>\n<tr style=\"background:#f8fafc\">\n<td style=\"padding:9px 12px\">20.2<\/td>\n<td style=\"padding:9px 12px\">No minimum or maximum discount percentage may be required.<\/td>\n<\/tr>\n<tr>\n<td style=\"padding:9px 12px\">19.1<\/td>\n<td style=\"padding:9px 12px\">The advertisement must state how long the campaign lasts.<\/td>\n<\/tr>\n<tr style=\"background:#f8fafc\">\n<td style=\"padding:9px 12px\">19.2<\/td>\n<td style=\"padding:9px 12px\">If discounted items do not make up at least half of the items for sale, it cannot be advertised as something general, only for the affected items or sections.<\/td>\n<\/tr>\n<tr>\n<td style=\"padding:9px 12px\">21<\/td>\n<td style=\"padding:9px 12px\">Discounted items and items still at regular price must be clearly separated so there is no confusion.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>Articles 19 and 21 matter in an online store more than they may seem to. A banner saying \u201cStorewide Sale\u201d with twenty discounted products out of five hundred does not fit 19.2.<\/p>\n<h2 id=\"antes\">What it was like before 2012<\/h2>\n<p>Until July 2012, sales did have a calendar. The law only allowed them in two seasons a year: one at the beginning of the year and another around the summer holidays. Each period lasted between one week and two months, within the dates set by each autonomous community (region).<\/p>\n<p>Royal Decree-Law 20\/2012 (Real Decreto-ley 20\/2012) changed Article 25 and left the date and duration in the hands of each retailer. It has been in force since 15 July 2012. The tradition of 7 January and 1 July comes from that calendar.<\/p>\n<h2 id=\"precio\">The previous price: the 30-day rule<\/h2>\n<p>This is the rule that affects a store the most. Since 28 May 2022, Article 20.1 defines the previous price as: \u201cthe lowest price applied to identical products in the preceding thirty days.\u201d<\/p>\n<p>The crossed-out price, therefore, is not the catalog price. It is the lowest price the product had in the last month.<\/p>\n<p><strong>An example.<\/strong> A coat costs \u20ac100. On 15 December you put it at \u20ac80 in a Christmas promotion, and on the 27th it goes back to \u20ac100. On 7 January you discount it to \u20ac70.<\/p>\n<ul>\n<li>The previous price you must show is <strong>\u20ac80<\/strong>, not \u20ac100. It is the lowest of the previous thirty days.<\/li>\n<li>The real discount is <strong>12.5%<\/strong>, not 30%.<\/li>\n<\/ul>\n<p>For sales starting on 7 January, the thirty days run from 8 December to 6 January. The Black Friday price is already outside that period. The Christmas campaign price is not.<\/p>\n<p>There are two exceptions in the article itself:<\/p>\n<ul>\n<li>No previous price is needed for items being sold for the first time.<\/li>\n<li>The price applied to identical products close to expiry, to reduce food waste, does not count.<\/li>\n<\/ul>\n<h2 id=\"nombres\">Sales, promotion, clearance and liquidation<\/h2>\n<p>Spanish law distinguishes four terms, and Article 18.2 forbids using one to advertise a sale that does not match its meaning.<\/p>\n<div style=\"overflow:auto;max-width:100%\">\n<table style=\"width:100%;border-collapse:collapse;font-size:14px;min-width:420px\">\n<thead>\n<tr style=\"background:#334155;color:#fff\">\n<th style=\"padding:10px 12px;text-align:left\">Term<\/th>\n<th style=\"padding:10px 12px;text-align:left\">What it is<\/th>\n<th style=\"padding:10px 12px;text-align:left\">Article<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"padding:9px 12px\"><strong>Sales<\/strong> (rebajas)<\/td>\n<td style=\"padding:9px 12px\">Items from the usual offer, at a lower price than before.<\/td>\n<td style=\"padding:9px 12px\">24<\/td>\n<\/tr>\n<tr style=\"background:#f8fafc\">\n<td style=\"padding:9px 12px\"><strong>Promotion or offer<\/strong> (promoci\u00f3n u oferta)<\/td>\n<td style=\"padding:9px 12px\">Lower price or more favorable conditions to boost the sale of certain products or the development of a business.<\/td>\n<td style=\"padding:9px 12px\">27<\/td>\n<\/tr>\n<tr>\n<td style=\"padding:9px 12px\"><strong>Clearance of damaged or obsolete goods<\/strong> (saldos)<\/td>\n<td style=\"padding:9px 12px\">Products worth less because of damage, defects, disuse, or obsolescence. Seasonal surplus is not clearance.<\/td>\n<td style=\"padding:9px 12px\">28<\/td>\n<\/tr>\n<tr style=\"background:#f8fafc\">\n<td style=\"padding:9px 12px\"><strong>Liquidation<\/strong> (liquidaci\u00f3n)<\/td>\n<td style=\"padding:9px 12px\">An exceptional sale to get rid of stock: due to closure, change of business, change of premises, major works, or force majeure.<\/td>\n<td style=\"padding:9px 12px\">30<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>Black Friday fits promotion, not sales. A new product also cannot be sold as discounted: it must have previously been on sale at its regular price.<\/p>\n<h2 id=\"multas\">Fines<\/h2>\n<p>Ley 7\/1996 treats two very sales-related behaviors as <strong>serious<\/strong> offenses:<\/p>\n<ul>\n<li>Offering defective items or items bought specifically for that purpose as discounted goods (Article 65.1.j).<\/li>\n<li>Lack of truthfulness in promotion ads, when a sale is described as something it is not (Article 65.1.i).<\/li>\n<\/ul>\n<p>Serious offenses are punished with fines of <strong>\u20ac6,000 to \u20ac30,000<\/strong> (Article 68.2). The amount is graded according to the affected turnover, the profit obtained, intent, how long it lasted, repeat offending, and the company\u2019s solvency. They become time-barred after two years.<\/p>\n<p>Inspection and sanctions are handled by the autonomous community, which also has its own trade law. It is worth checking yours too.<\/p>\n<h2 id=\"calendario\">The campaign calendar<\/h2>\n<div style=\"overflow:auto;max-width:100%\">\n<table style=\"width:100%;border-collapse:collapse;font-size:14px;min-width:420px\">\n<thead>\n<tr style=\"background:#334155;color:#fff\">\n<th style=\"padding:10px 12px;text-align:left\">Date<\/th>\n<th style=\"padding:10px 12px;text-align:left\">What happens<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"padding:9px 12px\">Friday 27 November 2026<\/td>\n<td style=\"padding:9px 12px\">Black Friday<\/td>\n<\/tr>\n<tr style=\"background:#f8fafc\">\n<td style=\"padding:9px 12px\">Monday 30 November 2026<\/td>\n<td style=\"padding:9px 12px\">Cyber Monday<\/td>\n<\/tr>\n<tr>\n<td style=\"padding:9px 12px\">Tuesday 8 December 2026<\/td>\n<td style=\"padding:9px 12px\">The thirty days that count for the 7 January previous price begin<\/td>\n<\/tr>\n<tr style=\"background:#f8fafc\">\n<td style=\"padding:9px 12px\">Wednesday 6 January 2027<\/td>\n<td style=\"padding:9px 12px\">Epiphany<\/td>\n<\/tr>\n<tr>\n<td style=\"padding:9px 12px\">Thursday 7 January 2027<\/td>\n<td style=\"padding:9px 12px\">Usual start of winter sales<\/td>\n<\/tr>\n<tr style=\"background:#f8fafc\">\n<td style=\"padding:9px 12px\">Thursday 1 July 2027<\/td>\n<td style=\"padding:9px 12px\">Usual start of summer sales<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>If you start on another day, the thirty days are counted backward from your date.<\/p>\n<h2 id=\"tienda\">If you have an online store<\/h2>\n<p>In WooCommerce, each product has a \u201cRegular price\u201d and a \u201cSale price\u201d. The \u201cSchedule\u201d link opens the \u201cSale price dates\u201d, and with that the price drops and returns automatically. The store shows the regular price crossed out and the \u201cSale!\u201d label.<\/p>\n<p>That works for a handful of products. With a large catalog, more things need to be handled, and these are the ones worth having ready before 7 January:<\/p>\n<ol>\n<li><strong>Check the prices from the last month.<\/strong> WooCommerce crosses out the regular price, which is not always the lowest price in the previous thirty days. If a product was cheaper in December, that is the previous price.<\/li>\n<li><strong>Lower prices in one go.<\/strong> <a href=\"https:\/\/consultoriaehero.com\/en\/product\/ehero-woocommerce-discount\/\">EHERO WooCommerce Discount<\/a> applies the discount by percentage or amount to the categories, brands, price ranges, or SKUs you choose. Schedule the start and end, preview before applying, and undo the discounts with one click when they end.<\/li>\n<li><strong>Set up the \u201cSales\u201d category.<\/strong> <a href=\"https:\/\/consultoriaehero.com\/en\/product\/ehero-woo-categories-bulk-category-management-for-woocommerce\/\">EHERO Woo Categories<\/a> adds and removes categories across hundreds of products at once. That way, discounted items stay separate from items still at regular price, which is what Article 21 requires.<\/li>\n<li><strong>Organize the storefront.<\/strong> <a href=\"https:\/\/consultoriaehero.com\/en\/product\/ehero-woo-query-order-total-control-for-sorting-products-in-woocommerce\/\">EHERO Woo Query Order<\/a> sorts the store and each category with custom rules, and pins the products you want to move first to the top.<\/li>\n<li><strong>Turn idle stock into bundles.<\/strong> <a href=\"https:\/\/consultoriaehero.com\/en\/product\/ehero-woo-bundles-packs-kits-and-boxes-for-woocommerce\/\">EHERO Woo Bundles<\/a> creates bundles, kits, and boxes with their own price, \u201cchoose N\u201d bundles, and volume pricing.<\/li>\n<li><strong>Make the most of checkout.<\/strong> <a href=\"https:\/\/consultoriaehero.com\/en\/product\/woocommerce-order-bump\/\">EHERO Woo Checkout Offers<\/a> offers a catalog product at a special price right before payment, with unit limits and scheduled dates. If you do not know it, here we explain <a href=\"https:\/\/consultoriaehero.com\/en\/what-is-an-order-bump\/\">what an order bump is<\/a>.<\/li>\n<li><strong>Send prices to Google Shopping.<\/strong> <a href=\"https:\/\/consultoriaehero.com\/en\/product\/woocommerce-product-feed\/\">EHERO Woo Product Feed<\/a> generates the feed for Google Shopping, Meta, Bing, Idealo, and TikTok and checks rejection reasons first.<\/li>\n<\/ol>\n<div class=\"wp-block-group has-background\" style=\"background-color:#f0f7ff;padding:22px 26px;border-radius:12px;border-left:4px solid #017cba;margin:1.8em 0\">\n<p style=\"margin:0 0 .6em\"><strong>Storewide sales, scheduled in no time<\/strong><\/p>\n<p style=\"margin:0 0 1em\">EHERO WooCommerce Discount lowers the prices of the categories or brands you choose on the day your sales start and restores them when they end. It shows a preview before applying anything and keeps a history of changes. It is ready for catalogs of more than 30,000 products.<\/p>\n<p style=\"margin:0\"><a href=\"https:\/\/consultoriaehero.com\/en\/product\/ehero-woocommerce-discount\/\"><strong>See EHERO WooCommerce Discount<\/strong><\/a><\/p>\n<\/div>\n<h2 id=\"fuera\">If you sell to other countries<\/h2>\n<p>This freedom over dates is specific to Spain. In other countries, the date is set by regulation, and it also applies to online sales:<\/p>\n<ul>\n<li><strong>Belgium and Luxembourg:<\/strong> from Saturday 2 January 2027.<\/li>\n<li><strong>Italy:<\/strong> from Tuesday 5 January, according to the agreement between regions.<\/li>\n<li><strong>France:<\/strong> from Wednesday 6 January at 8:00 a.m., according to the current rule.<\/li>\n<\/ul>\n<p>The details for each country are in the guide to <a href=\"https:\/\/consultoriaehero.com\/en\/sales-dates-2027-europe\/\">sales dates 2027 in Europe<\/a>.<\/p>\n<h2 id=\"faq\">Frequently asked questions<\/h2>\n<p><strong>When do the January sales 2027 start in Spain?<\/strong><\/p>\n<p>There is no official date. By tradition, Thursday 7 January 2027, the day after Epiphany. Each store can start earlier or later.<\/p>\n<p><strong>How long do they last?<\/strong><\/p>\n<p>The law does not set an end date. Each retailer decides the duration, and the advertisement must say it.<\/p>\n<p><strong>When do summer sales 2027 start?<\/strong><\/p>\n<p>They also do not have an official date. Tradition is 1 July, which in 2027 falls on Thursday.<\/p>\n<p><strong>Is there a minimum discount to call it sales?<\/strong><\/p>\n<p>No. Article 20.2 says no minimum or maximum percentage can be required.<\/p>\n<p><strong>What price should be crossed out?<\/strong><\/p>\n<p>The lowest price the product had in the previous thirty days, not the catalog price.<\/p>\n<p><strong>Can a new product be discounted?<\/strong><\/p>\n<p>Not as sales. The product must have previously been on sale at its regular price.<\/p>\n<p><strong>Do online sales start on the same day as physical stores?<\/strong><\/p>\n<p>In Spain the date is free for everyone. Each store, physical or online, chooses its own.<\/p>\n<p><strong>Does Black Friday count as sales?<\/strong><\/p>\n<p>No. It is a promotion or offer sale. The previous 30-day price rule still applies.<\/p>\n<h2>Conclusion<\/h2>\n<p>The January sales 2027 in Spain start when you decide, and tradition points to Thursday 7 January. The law does not ask you for a date: it asks that the discounted item was already on sale, that it is not damaged, and that the crossed-out price is the lowest of the last thirty days.<\/p>\n<p><em>This article is for information only and does not replace advice from your legal or accounting advisor. Also check the trade law of your autonomous community.<\/em><\/p>\n<h2>Useful links<\/h2>\n<ul>\n<li><a href=\"https:\/\/consultoriaehero.com\/en\/sales-dates-2027-europe\/\">Sales 2027 in Europe<\/a>: winter and summer dates, country by country.<\/li>\n<li><a href=\"https:\/\/consultoriaehero.com\/en\/product\/ehero-woocommerce-discount\/\">EHERO WooCommerce Discount<\/a>: bulk discounts with start and end dates.<\/li>\n<li><a href=\"https:\/\/consultoriaehero.com\/en\/increase-average-order-value-woocommerce\/\">How to increase the average order value in WooCommerce<\/a>: seven tactics to sell more in each order.<\/li>\n<li><a href=\"https:\/\/www.boe.es\/buscar\/act.php?id=BOE-A-1996-1072#a25\" rel=\"noopener\" target=\"_blank\">Article 25 of Ley 7\/1996<\/a>, in the BOE: the sales season.<\/li>\n<li><a href=\"https:\/\/www.boe.es\/buscar\/act.php?id=BOE-A-1996-1072#a20\" rel=\"noopener\" target=\"_blank\">Article 20 of Ley 7\/1996<\/a>, in the BOE: the previous price.<\/li>\n<\/ul>\n<p><script type=\"application\/ld+json\">{\"@context\":\"https:\/\/schema.org\",\"@type\":\"Article\",\"headline\":\"January sales 2027 in Spain: when they start and what the law says\",\"description\":\"January sales 2027 in Spain start when each store decides: by tradition, Thursday 7 January. 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