What Are White Sales? Everything You Need to Know to Shop Them Right

White sales are January’s most reliable home goods discount event, with 20-80% off bedding and bath at major retailers. Learn when they happen, which stores participate, and how to stack coupon codes on top for extra savings.

It’s mid-January. The holiday credit card statement just arrived. And somehow, this is also when major retailers run their best bedding deals of the year. That timing is no accident, and once you understand why it works, you’ll never pay full price for sheets again.

Here’s everything you need to know about white sales: what they are, why they exist, and how to get the most out of them.

What Are White Sales: Key Takeaways

• White sales are seasonal discount events focused on home linens, bedding, and bath items, traditionally held in January
• The tradition was started by John Wanamaker in 1878 at his Philadelphia department store
• January alone accounts for roughly 22% of annual US bedding sales, and bedding category sales can increase by up to 50% during white sale periods
• The US bed and bath linen market is worth $23.36 billion in 2026, confirming this is a major spending category
• Macy’s runs 20-80% off, Kohl’s typically hits 50-70%, Target and Wayfair often go up to 60-70% off
• You can stack DontPayFull coupon codes on top of white sale prices at many retailers for extra savings
• January is the peak period, but similar events appear in late spring and back-to-school season

The Origin of White Sales in January

White sales trace back to 1878, when John Wanamaker launched a January promotion at his Philadelphia department store called “Grand Depot.” His goal was simple: move excess bedding inventory during the post-holiday slump and pull shoppers back in after the holiday spending frenzy. It worked. And retailers have been copying the playbook ever since.

The Start of a Trend

Wanamaker’s Grand Depot wasn’t just a big store. It was a different way of doing retail entirely. Fixed prices, no haggling. A money-back guarantee. Electric lighting. A restaurant inside the store. For the 1870s, this was radical.

Wanamaker also hired John E. Powers, widely credited as the first professional ad copywriter. Powers was blunt and direct. Wanamaker required that every ad claim be 100% true. Together, they built a marketing approach based on earned trust. That reputation is exactly what made the January bedding sale work. Shoppers trusted the discounts were real. The strategy spread across department stores, and white sales became a standard post-holiday event.

Why “White” Sales?

In the 19th century, household linens came in one color: white. Bed sheets, towels, tablecloths. All white. So when Wanamaker put his linen inventory on sale, “white sale” was a perfectly literal description.

The color range expanded over decades. But the name stayed. Today “white sale” refers to the event type, not the color of the products. You’ll find sheets in every shade, patterned duvet covers, and colored towels all sold under the white sale banner.

How White Sales Work

The mechanics are simple. Retailers need to clear post-holiday inventory to make room for spring merchandise. January is typically the slowest shopping month of the year. So stores use deep discounts to stimulate demand and turn inventory faster.

Furniture and home furnishings stores reported $11.57 billion in sales in January 2025, up 3.7% year-over-year. That’s partly driven by white sale activity. And it’s not a one-off: total US retail in January 2025 grew 4.7% year-over-year on an NRF basis, suggesting the post-holiday slump is less severe than retailers used to fear.

The deals are real. Macy’s runs 20-80% off across bedding and bath. Kohl’s typically hits 50-70% with Kohl’s Cash on top. Target runs up to 60%. Wayfair often goes 70% on select items. These are category-specific markdowns, not watered-down sitewide sale numbers.

When Are White Sales?

January is the core period. Most major retailers kick off white sale pricing in late December, right after Christmas, and run it through the end of January. A few push into early February.

What most guides miss is that the name is changing. Retailers now often label these events “Home Stock Up,” “Semi-Annual Sale,” or “New Year Refresh” instead of “White Sale.” Same products, same discount depth, different banner. If you search for deals in January and don’t spot a “white sale” label, go straight to the bedding and bath sections. The deals are there.

A RetailMeNot survey found that 35% of shoppers start searching for white sales in the week before January. Get a head start and you’ll have more selection, better sizes, and first pick of the clearance items.

Other Times to Shop for Bedding Sales

January isn’t the only window. Retailers run similar events at two other points in the year:

• Late spring (May-June): Seasonal changeover. Stores move winter-weight bedding to make room for lighter summer fabrics.
• Back-to-school season (August-September): Students heading to college need dorm supplies. Retailers respond with targeted discounts on sheets, towels, and bath basics.

The savings depth in those windows doesn’t usually match January, but they’re worth checking, especially if you missed the January event or need specific sizes.

What Products Get Discounted?

White sales started with bed sheets. The range has grown considerably since Wanamaker’s day. Here’s what you’ll typically find discounted:

• Bedding: sheets, comforters, duvet covers, blankets, pillowcases, and bedding sets
• Towels: bath towels, hand towels, washcloths, and full bath sets
• Table linens: tablecloths, napkins, placemats, and runners
• Bathroom accessories: shower curtains, bath mats, and related items
• Home decor: curtains, throw pillows, decorative items
• Kitchen linens: dish towels, aprons, oven mitts
• Mattress and sleep items: mattress pads, toppers, pillows, and occasionally mattresses themselves

Flannel sheets tend to show up in strong numbers during January. That’s partly seasonal (winter weight) and partly because stores are moving them before spring stock arrives.

Average Discount Percentages

The spread is wide, and it breaks down roughly by retailer tier:

• Discount and mass-market stores: 20-50% off on most items, clearance reaching 60-70%
• Mid-range department stores: 30-60% on core items, with some categories hitting 70%+ on clearance
• Premium and luxury retailers: 20-40% off, occasionally hitting 50% during promotional windows
• Online-only retailers: 10-70% depending on the brand and category, with the deepest cuts on slow-moving inventory

Some stores take a different approach entirely. Kohl’s layers Kohl’s Cash rewards on top of sale prices – so if you spend enough to earn Kohl’s Cash, your effective discount goes deeper. JCPenney runs periodic flash cuts within the broader sale window. Worth knowing before you decide where to shop first.

A Thread Count Guide That Actually Helps

Most white sale guides skip this, but it matters: not all sheets on sale are worth buying.

The 200-800 thread count range is the practical sweet spot for cotton sheets. Below 200 tends to feel thin. Above 800 can be inflated through multi-ply threading that doesn’t improve softness – just bumps the label number. Cotton Incorporated’s 2024 Global Home Textiles Survey found that 64% of US shoppers prefer cotton bedding. For most people, 300-600 thread count percale or sateen in 100% cotton is the best value in this range.

A few practical notes:

• Percale: Crisp, cool, breathable. Good for warm sleepers. Gets softer with washes.
• Sateen: Silky, heavier drape, slightly warmer. More prone to pilling over time.
• Flannel: Warm and cozy. January is when these go on sale, so it’s the right season to stock up.

Microfiber sheets often carry high thread counts at low prices. They’re not bad, but they’re not cotton. If you’re comparing a 600-thread-count microfiber set to a 300-thread-count cotton set, the cotton wins on breathability and durability.

How to Stack Savings During White Sales

The January discount is usually just the starting point, not the ceiling. That’s a point most white sale guides never get to.

Several major retailers let you layer extra discounts on top of white sale prices. At Kohl’s, white sale prices combine with Kohl’s Cash if you spend enough to earn it, and existing Kohl’s Cash applies to sale items. Macy’s Star Rewards holders sometimes get extra percent-off codes during the sale. Target Circle members can stack app offers with clearance prices in the home section.

Coupon codes are the other layer. Not every retailer allows promo codes on sale items, but many do. Based on what we track across home goods stores in January, home goods retailers tend to allow stacking more consistently than clothing stores. A 40% white sale price combined with a 10-15% coupon code is a realistic combo. Worth checking before you finalize your cart.

If you want to skip the manual search, the DontPayFull browser extension tests codes at checkout automatically and applies the best one. Handy when you’re shopping across several stores in one session.

Shopping Tips That Actually Make a Difference

Time your purchase for what you need. Early January gives you the widest selection. Late January (into early February) gives you the deepest cuts on remaining inventory. If you have specific items or sizes in mind, go early. If you’re flexible, waiting a few weeks can push discounts 10-20% deeper on clearance.

Verify the “regular” price. Some retailers inflate original prices to make discounts look larger. Before you get excited about a “70% off $67 towel,” check whether $67 was ever the actual selling price. A quick price history search catches this fast. Most browser extensions that track price history can run this check in seconds.

Sign up for newsletters in December. Many retailers send early-access white sale codes to email subscribers before the public sale launches. If you know you’re going to buy bedding in January, sign up to retailer lists in December. You’ll often get the same or better discount depth a few days earlier, with less competition for popular sizes.

Check the return policy before you buy. White sale bedding is sometimes final sale, especially clearance items. Read the fine print before you click buy.

Start at DontPayFull store pages before checkout. Our team regularly tests the deals mentioned here. Before you finish any white sale purchase, check whether there’s a working coupon code for that retailer. It takes 30 seconds and can add another 10-20% off.

Why Retailers Run White Sales

From the retailer’s side, white sales accomplish several things at once. Post-holiday inventory needs to move. January cash flow needs support. And customer engagement needs rebuilding after the holiday spending hangover.

Three things are happening simultaneously:

• Inventory management: Moving out winter bedding frees warehouse and floor space for spring merchandise. Holding old inventory ties up working capital.
• Revenue stimulation: Deep discounts pull shoppers back into stores during the slowest shopping month. Even at thin margins, volume helps.
• Customer loyalty: The tactic Wanamaker figured out in 1878 still holds. A customer who gets a real deal comes back. White sales done well create long-term shoppers, not one-time bargain hunters.

The US bed and bath linen market is projected to reach $29.47 billion by 2031, growing at 4.76% annually from 2026. For retailers, January is the most reliable window to capture that demand. Consumers are actively refreshing their homes after the holidays. The timing is no coincidence.

Online vs. In-Store White Sales

Both channels have real advantages. It’s worth thinking through before you commit to one.

In-store advantages: You can feel fabric quality and weight before buying. Sales associates can help with thread count questions and sizing. Instant access to your purchase, no shipping wait. Easier to return on the spot if something doesn’t work.

Online advantages: Wider selection, often including items not stocked locally. Easier price comparison across retailers in one session. Coupon codes apply at checkout and can be tested instantly.

Cotton Incorporated data shows that a majority of US consumers prefer buying bedding in stores when given the choice. But online home goods shopping has grown steadily, and January is a month where online selection often beats what’s on the floor locally.

The hybrid approach works well here. Check the item in-store to assess quality, then compare the online price before buying. Many retailers price-match their own website, so you can get the in-store experience with potential online savings.

Which US Retailers Hold White Sales?

Most major home goods and department store retailers participate. The most consistent:

• Macy’s: Runs one of the largest white sale events, with 20-80% off across bedding, bath, and home items
• Kohl’s: 50-70% discounts plus Kohl’s Cash stacking opportunities
• Target: Up to 60% off on bedding and home decor, with additional Target Circle savings
• Wayfair: Up to 70% off across a wide selection of bedding and bath items
• JCPenney: Traditional white sale events with discounts on sheets, comforters, and bath towels
• Pottery Barn: Premium bedding and bath at 20-40% during January sales
• West Elm: Discounts on designer bedding and bath items
• Walmart: Up to 75-90% on clearance home items during January

Note: Bed Bath & Beyond closed its US retail stores in 2023. Overstock.com acquired the brand name. If you were a regular Bed Bath & Beyond shopper, the experience has changed significantly.

Frequently Asked Questions

What Is a White Sale?

A white sale is a seasonal retail event, most commonly held in January, where household linens including sheets, towels, bedding sets, and bath items are sold at significant discounts. The term originated in 1878 when household linens were only available in white. The name stuck even as the product range expanded.

Why Are They Called “White” Sales?

John Wanamaker coined the term in 1878 when he discounted his department store’s bedding inventory. At the time, household linens came only in white. So “white sale” described both the color of the merchandise and the event. Even though bedding now comes in every color, the name stuck.

When Do White Sales Start?

Most retailers begin white sale pricing in late December, right after Christmas, and run through January. Some extend into early February. Secondary sale windows for similar products appear in late spring (May-June) and during back-to-school season (August-September).

What Discounts Are Offered During White Sales?

Discount ranges vary by retailer type. Discount and mass-market retailers: 20-50% off, clearance up to 60-70%. Mid-range department stores: 30-70% depending on the item and timing within the sale window. Premium retailers: 20-40% off, occasionally higher on clearance. Online retailers: 10-70%, with the deepest cuts on excess inventory. Some stores stack additional coupons and loyalty rewards on top of sale pricing.

Which US Retailers Hold White Sales?

Major participants include Macy’s, Kohl’s, Target, Wayfair, JCPenney, Pottery Barn, Walmart, and West Elm. Most large home goods retailers participate in some form, though they don’t always use the “white sale” label. Look for January promotions in the bedding and bath sections regardless of what the banner says.

Which Products Get Discounts During White Sales?

The original focus was bed sheets. Today you’ll find discounts on sheets, comforters, duvet covers, blankets, and pillowcases; bath and hand towels, washcloths; table linens including tablecloths, placemats, and napkins; bathroom accessories like shower curtains and bath mats; kitchen linens; mattress pads, toppers, and pillows; and occasionally mattresses and furniture.

Are White Sales Still Worth It?

Yes. The US household spent an average of $72.76 on bedroom linens per consumer unit in 2023. At 50% off during a white sale, you’re cutting that spend nearly in half. The math works, and January is one of the few times in the year when major retailers compete seriously on home goods pricing.

How Do I Stack Coupons During White Sales?

Check whether your target retailer allows promo codes on sale items before you shop. Many home goods retailers do. Look for loyalty program rewards that can apply to sale items (Kohl’s Cash is the best example). Sign up for retailer newsletters in December to get early-access codes before the public sale starts. And run a coupon check at checkout before you finalize any purchase.

Sources

1. Mordor Intelligence – United States Bed and Bath Linen Market: US bed and bath linen market size, growth projections, and CAGR data (2026-2031)
2. US Census Bureau – Monthly State Retail Sales, January 2025: Furniture and home furnishings store sales data for January 2025
3. Logistics Management / NRF – January 2025 Retail Sales: Total US retail sales growth data for January 2025
4. LuxuryBedding.co – When Does Bedding Go on Sale: January bedding sales volume data (NRF 22% figure), RetailMeNot shopping behavior survey data
5. BLS Consumer Expenditure Survey Tables: Average US household spending on bedroom linens per consumer unit (2023)

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