Discount seasons are the best opportunities for shopping lovers to get their favorite items at more affordable prices. But they also come with a challenge-you have to avoid unnecessary purchases and make smart choices.

In Armenia, there are two major discount periods each year: summer and winter. Arusyak Sakeyan, Marketing Manager at Cenomi Retail Armenia (representing brands like Zara, Bershka, Stradivarius, and others), recommends approaching shopping wisely.

"Personally, in summer, I often buy winter items and basic clothing rather than trendy pieces. In winter, I refresh my summer wardrobe," she says. "Next summer, some trendy pieces may no longer be fashionable, but basics quality jeans, blazers, bags are always in style."

Global Synchronization with Inditex Discounts

According to Arusyak, Inditex stores follow a clear global discount mechanism.
"We start the first week with discounts, and the percentages change gradually. Inditex sales launch simultaneously worldwide. So, if Zara starts its sales in Spain, it begins in Armenia on the same day," she explains.

"Interestingly, the prices of Zara’s collections in Armenia have decreased by about 20%, and we continue to offer the best prices for our customers."Moreover, more and more customers are learning to plan their purchases."I’ve noticed that our shoppers are becoming quite savvy. They track sales, pre-select items, and even monitor price changes," Arusyak adds.

According to Mariam Chakaryan, Deputy Director of External and Internal Relations at Dalma Garden Mall, the mall regularly organizes exciting campaigns and events that come with special discounts.

"We frequently host mid-season sales and inform our customers in advance through various platforms. One of the most anticipated discount events of the year is the Shopping Weekend in May," she shares.Over the years, Shopping Weekend has become one of Dalma’s signature events, turning into not just a celebration of discounts but a highly anticipated experience for shopping enthusiasts. For three days, the mall is filled with a vibrant atmosphere: stores offer exclusive deals, and customers enjoy raffles, special promotions, and an overall festive vibe.

"During Shopping Weekend, our visitors get the most out of both the discounts and the overall experience," says Mariam. "We aim to make this event not just about shopping, but about enjoyable time spent. The mall becomes a festive space with live music, surprises, and engaging raffles."Beyond exclusive offers, Dalma places great importance on keeping customers informed using all available digital tools.

"We actively share updates on our social media, send notifications, but our most powerful tool is our mobile app," Mariam highlights. "The Promotions section allows users to explore all current deals in an organized and filtered format. Special icons in the store list also highlight available offers."

In the “Favorite Stores” section, users can get notifications about discounts specific to the brands they love. This way, shoppers can easily plan their purchases, saving both time and money by checking the discount rates in advance.

According to Sona Mkrtchyan, Director of Free Style Group representing leading brands such as Levi Strauss & Co, Cole Haan, Wrangler & Lee, Puma, New Balance, and others, the biggest discount periods in Armenia coincide with seasonal changes.

"January and August are considered the most discount-heavy months of the year, as stores aim to clear out inventory to make space for new collections. Seasonal discounts usually start at 20–30% and gradually reach up to 70–80%," she explains.

Pay Attention to Holiday Discounts
In addition to traditional seasonal sales, international shopping holidays such as Black Friday, Cyber Monday, Christmas, and New Year Sales have become increasingly popular in Armenia in recent years. "Recently, consumers have also started actively following promotions like Valentine's Day, Back to School, and Mid-Season Sales," Sona adds.

To make the most of discounts, it's recommended to plan purchases in advance and stay updated on news from stores and brands. "Shoppers can pre-select the items they want to buy at a discount and track price changes via social media or email subscriptions. They can also take advantage of bonus programs by creating a list of essential items in advance," she emphasizes.

Know Which Product Categories Offer the Biggest Discounts
Discount levels vary across product categories. Apparel and footwear can be discounted up to 70–80%, especially during seasonal collection changes. Cosmetics and perfumes typically see discounts of 20–40%, though this can be higher during special holidays. In the furniture and textiles segment, seasonal changes often bring 30–50% discounts. Electronics are also frequently discounted, as new models are released regularly, making previous-generation devices available at significant markdowns.

Avoid “Discount Traps”
Making the right choice during major sales can be challenging, so Sona recommends a few key strategies:

• Monitor original prices to avoid artificially inflated prices that are later marked down.
• Use price comparison platforms to check the value of the same product across different stores.
• Pay attention to return policies, as some stores impose restrictions on discounted items.
• Take advantage of bonus and loyalty programs, which often offer extra discounts or special promotions.
  

Online vs. Physical Stores
In many cases, online stores can offer larger discounts since they don’t have the overhead costs of physical locations. However, a recent trend shows that some items are now priced more competitively in physical stores to gain a market edge.

As already mentioned, discounts often create tempting opportunities, but making smart purchases requires a rational approach. Ani Mesropyan, stylist at Dalma Magazine and founder of the Mesani brand, advises approaching discounts with strategic thinking rather than being swayed by the moment."The key is to develop a culture of conscious shopping," she emphasizes. "This also means having the ability to avoid impulse purchases. You need to clearly understand what you actually need, based on your lifestyle, daily routine, and work environment."

Would You Buy It If It Weren’t Discounted?
Very often, people shop not out of necessity, but simply because something is on sale. "It’s helpful to ask yourself: Would I buy this if it weren’t discounted? If the answer is no, then it's likely just a spur-of-the-moment decision. I always say pay attention to quality. Look at what the clothing is made of, how well it’s sewn, and whether it's suitable for long-term use," the stylist notes.

In short, those long-awaited sales can indeed be a great opportunity for smart shopping but only if you approach them with the right strategy, avoid impulse buys, and stay true to your personal style.