White Sales: What They Are, When They Happen, and How to Shop Them Right

White sales are seasonal retail events, most common in January, offering 20-80% off bedding, towels, and home linens. Learn what products are included, which stores participate, and how to stack coupons for even deeper savings.

Most people think white sales are just a January thing. It’s actually a bit more useful than that.

January is when the discounts peak, sure. But the retailers running white sales today barely even use that name anymore. They call it “Home Stock Up,” “New Year Refresh,” or “Semi-Annual Sale.” It’s the same products and the same discount depth, just under a different banner. The shoppers who know to check the bedding and bath sections regardless of what the event is called are the ones who actually get the deals.

Here’s the full picture on white sales: what they are, where they came from, and how to squeeze the most out of them.

What Is a White Sale?

A white sale is a seasonal retail event focused on discounting household linens, bedding, and bath items. January is the traditional window, though the concept has expanded to cover late spring and back-to-school windows too. The name has nothing to do with color preferences; it comes from the 19th century, when all household linens were white by default.

Today you’ll find everything from patterned duvet covers to colorful bath towels sold under the white sale banner. The category, not the color, is what defines the event.

The Origin of White Sales

White sales trace back to 1878, when John Wanamaker launched a January promotion at his Philadelphia department store, Grand Depot. His goal was practical: move excess bedding inventory during the post-holiday slump. It worked, and retailers have been running similar January linen events ever since.

What Made Wanamaker’s Approach Different

Grand Depot wasn’t just a large store. It operated by rules no department store had tried before: fixed prices, no haggling, a money-back guarantee, and electric lighting. There was even a restaurant inside the store.

Wanamaker also hired John E. Powers, widely credited as the first professional ad copywriter, and required that every advertising claim be factually true. That trust is why the January bedding sale worked. Shoppers believed the discounts because the store had never lied to them before. Competitors adopted the format, and white sales became a standard post-holiday retail event across US department stores.

Why “White”?

In the 19th century, household linens came in one color. Bed sheets, towels, and tablecloths were all white, every time. So “white sale” was a literal description of the merchandise being discounted. The color range expanded over the decades that followed, but the name stuck. Now it describes the type of event, not the color of the products.

How White Sales Work

The logic behind these sales is pretty straightforward. After the holiday season, retailers are sitting on inventory that needs to clear before spring merchandise arrives. Since January is consistently the slowest shopping month, stores use deep discounts to generate demand and move inventory faster.

Furniture and home furnishings stores reported approximately $11.57 billion in sales in January 2025, up 3.7% year-over-year. That figure is partly due to the white sale surge. The broader retail picture holds too: total US retail in January 2025 grew year-over-year on an NRF basis, suggesting the post-holiday slowdown isn’t as severe as it used to be.

The discounts are category-specific, not watered-down sitewide sale numbers. That’s what makes them worth tracking. Macy’s runs 20-80% off across bedding and bath during January. Kohl’s typically hits 50-70% with Kohl’s Cash stacking opportunities on top. Target goes up to 60% in the home section, and Wayfair often reaches 70% on select items.

When Are White Sales?

January is the core window. Most major retailers start white sale pricing in late December, right after Christmas, and run through the end of January. Some extend into early February.

The Branding Shift Worth Knowing

One thing most guides overlook is that the “white sale” label is quietly disappearing from retail marketing. Stores now often call these events “Home Stock Up,” “January Refresh,” or “Semi-Annual Home Sale.” The products are the same and the discount depth is the same; only the banner is different.

If you’re searching for deals in January and don’t see anything labeled a white sale, go directly to the bedding and bath sections. The promotions are there regardless of what they’re called.

Other Windows for Bedding Deals

January isn’t the only opportunity. Two other seasonal windows produce similar, if usually shallower, discounts:

Late spring (May through June): This is for seasonal inventory changeover. Stores push out winter-weight bedding to make room for lighter summer fabrics. It’s not as deep as January, but worthwhile if you missed the main event.

Back-to-school season (August through September): Dorm supply demand drives retailer discounts on sheets, towels, and bath basics. It’s a student-focused window with decent deals on twin and twin XL sizes specifically.

What Products Get Discounted?

White sales started with bed sheets, but the product range has expanded significantly since Wanamaker’s era. Here’s what typically goes on sale:

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

Flannel sheets show up in strong numbers during January. This is partly because they’re seasonal and partly because stores need to move them before spring stock arrives. If you’ve been waiting on flannel, January is the right window.

Average Discount Percentages by Retailer Type

The spread varies 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 touching 50% during promotional windows
• Online-only retailers: 10-70% depending on the brand and category, with the deepest cuts on slow-moving inventory

Kohl’s runs a slightly different model. Kohl’s Cash rewards stack on top of sale prices, so if you’re buying enough to earn it, your effective discount runs deeper than the headline number. JCPenney runs periodic flash cuts within the broader sale window. It’s worth knowing that before you decide where to start.

Thread Count Guide for White Sales Shopping

Most guides skip thread count, but it really matters when you’re trying to spot a good deal. Not all discounted sheets are worth buying.

The 200-800 range is the practical sweet spot for cotton sheets. Anything below 200 tends to feel thin. Above 800 can be inflated through multi-ply threading that pads the label number without actually improving softness. A 2024 survey from Cotton Incorporated found that 64% of US shoppers prefer cotton bedding. For most buyers, 300-600 thread count percale or sateen in 100% cotton hits the best value point.

The three weave types to know:

Percale: Crisp, cool, and breathable. Good for warm sleepers. It gets softer with each wash.

Sateen: Silky feel, heavier drape, and slightly warmer. It’s more prone to pilling over time.

Flannel: Warm and cozy. January is exactly the right time to buy flannel since stores are moving it out.

Microfiber sheets often carry high thread counts at low prices. They’re not bad, but they aren’t cotton. If you’re comparing a 600-thread-count microfiber set to a 300-thread-count 100% cotton set, the cotton wins on breathability and long-term durability. The discount might look better on the microfiber, but you’re comparing two different products.

How to Stack Savings During White Sales

The January sale price is usually the starting point, not the ceiling. Most guides don’t really mention that.

Several major retailers let you layer additional discounts on top of the sale price. Kohl’s is the clearest example: white sale prices combine with Kohl’s Cash if you spend enough to earn it, and existing Kohl’s Cash can apply to sale items. Macy’s Star Rewards holders sometimes receive extra percent-off codes during the sale window. 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 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 combination. Check before you finalize your cart.

If you’d rather skip the manual code hunt, DontPayFull’s browser extension tests codes at checkout automatically and applies the best one. It’s useful when you’re shopping across several stores in one session.

Shopping Tips That Actually Make a Difference

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

Verify the reference price. Some retailers inflate “original” prices to make discounts look larger than they are. Before you get excited about a “70% off $67 towel,” check whether $67 was the actual selling price or just a marked-up reference. Price tracking browser extensions handle this automatically.

Sign up for retailer newsletters in December. Many stores send early-access white sale codes to email subscribers before the public sale launches. If you know you’re planning to buy bedding in January, add yourself to retailer lists in December. You’ll often see the same discount depth a few days earlier with less competition.

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

Home goods retailers often rotate their coupon code offers during the sale window. We’ve seen situations where a retailer’s best January code wasn’t the one promoted publicly but one sent to loyalty members mid-month. Checking for fresh codes at the time of purchase, rather than just at the start of the sale, can make a real difference.

Why Retailers Run White Sales

For retailers, January white sales solve a few problems at once.

First, inventory moves. Clearing out winter bedding frees up floor and warehouse space for spring merchandise, and holding old inventory ties up working capital. Revenue also gets a boost during the slowest shopping month of the year. Even at thin margins, the volume helps January cash flow. And customer relationships get rebuilt. The strategy Wanamaker figured out in 1878 still holds. A customer who gets a real deal comes back. White sales done well create repeat buyers, not one-time bargain hunters.

The US bed and bath linen market is worth $23.36 billion in 2026 and is projected to reach $29.47 billion by 2031. For retailers, January is the most reliable window to capture demand from consumers actively refreshing their homes after the holidays.

Online vs. In-Store White Sales

Both channels have real advantages, so it’s worth thinking through which one fits your situation.

In-store shopping lets you feel the fabric quality and weight before committing. Sales staff can answer thread count questions on the spot, and there’s no shipping wait. Returning something that doesn’t work is also easier in person.

Online shopping opens up a wider selection, often including sizes and items not stocked locally. It’s easier to compare prices across retailers quickly. Coupon codes apply at checkout and can be tested before you finalize.

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

A 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 the potential for online savings.

Which US Retailers Hold White Sales?

Most major home goods and department stores participate in some form. The most consistent include:

Macy’s runs one of the largest events, with 20-80% off across bedding, bath, and home items. The range is wide because it spans both sale and clearance pricing. Check Macy’s coupons for stacking opportunities before you buy.

Kohl’s typically runs 50-70% off on bedding and bath, plus Kohl’s Cash stacking. The effective discount often runs deeper than the posted number for shoppers who earn and redeem Kohl’s Cash. Kohl’s promo codes sometimes stack with sale prices in January.

Target offers up to 60% off bedding and home decor, with Target Circle savings available on top.

Wayfair goes up to 70% on select bedding and bath items, with a particularly wide online selection.

JCPenney holds traditional white sale events with discounts on sheets, comforters, and bath towels, plus periodic flash cuts.

Pottery Barn runs 20-40% off premium bedding during January. It’s a lower percentage, but it starts from a higher price point on quality merchandise.

Walmart can go up to 75-90% on clearance home items during January, making it one of the deepest-discount options if you’re flexible on brands.

One important note on Bed Bath & Beyond: the chain closed all its US retail stores in 2023 after filing for Chapter 11 bankruptcy. Overstock.com acquired the brand name and now operates it as an online-only store under Beyond Inc. If you were a regular Bed Bath & Beyond shopper, the in-store experience is gone.

Frequently Asked Questions

What Is a White Sale?

A white sale is a seasonal retail event, most commonly held in January, where household linens like sheets, towels, bedding sets, and bath items are sold at significant discounts. The term originated in 1878 when John Wanamaker discounted his department store’s linen inventory, all of which was white at the time.

Why Are They Called White Sales?

John Wanamaker coined the term in 1878. Household linens of that era came exclusively in white, so “white sale” was a literal description of the inventory. As product ranges expanded to include colors and patterns, the name stayed even as its literal meaning disappeared. Today it refers to the type of event, not the color of the products.

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 windows for home goods discounts appear in late spring (May through June) and during back-to-school season (August through September).

What Discounts Are Offered During White Sales?

Ranges vary by retailer type. Discount and mass-market stores typically run 20-50% off, with clearance reaching 60-70%. Mid-range department stores offer 30-70% depending on timing. Premium retailers generally run 20-40% off. Online retailers range from 10-70%, with the deepest cuts on excess inventory.

Which US Retailers Hold White Sales?

Major participants include Macy’s, Kohl’s, Target, Wayfair, JCPenney, Pottery Barn, and Walmart. Most large home goods retailers participate in some form, even if they don’t use the “white sale” label.

What Products Get Discounts During White Sales?

The original focus was bed sheets, but today’s events cover sheets, comforters, duvet covers, blankets, pillowcases, bath and hand towels, table linens, bathroom accessories, kitchen linens, mattress pads, and occasionally mattresses.

Are White Sales Still Worth It?

Yes. US households spent an average of $72.76 on bedroom linens in 2023. At a 50% white sale discount, you’re cutting that annual spend nearly in half. January is one of the few times each 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 – many home goods stores do. Look for loyalty rewards like Kohl’s Cash. Sign up for newsletters in December to get early-access codes, and run a fresh coupon check at the time of purchase as codes rotate throughout the month.

Sources

1. Mordor Intelligence – United States Bed and Bath Linen Market: US bed and bath linen market size and growth projections.
2. FRED – Furniture and Home Furnishings Stores Sales: Monthly retail sales data, January 2025.
3. Cotton Incorporated – 2024 Global Home Textiles Survey: US consumer bedding preferences.
4. BLS Consumer Expenditure Survey 2023: Average US household spending on bedroom linens.
5. Beyond Inc. Press Release – Overstock Acquires Bed Bath & Beyond Brand: Details on the acquisition of the Bed Bath & Beyond brand.

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