What: In a break with tradition and retail practice in the U.K., Harrods will be launching its Winter Sale on 17 December (instead of 26 December), and running it throughout the holiday season, and into early 2022.

Why it is important: COVID-19-related lockdowns have upended the seasonal routine, and this marks the second time that Harrods has pushed forward its sale.

Harrods kicked off its sale in early December last year in between two national lockdowns. The physical sale ran for just three weeks, and then shifted to online when stores were forced to shut.

Harrods also needs to compete with the big online retailers, which usually start their winter promotions earlier than the physical stores. Net-a-porter already unlocked its 50% off sale. Matchesfashion is offering an extra 10% off its sale merchandise.

Harrods Defies Tradition, Again, With Plans to Start Winter Sale Early