The ultimate Christmas shopping guide: what to buy online and what to wait for until shops reopen

Our diaries may never have been emptier – but there should be at least two dates in it: this week's Black Friday, and December 2nd, when Boris Johnson has confirmed lockdown will end and non-essential shops will reopen in England.

After a month of lockdown, I for one am definitely ready to start spending again. There are things I want to buy for myself (we call it self-gifting on the fashion desk), Christmas presents I should tick off, and wardrobe updates I urgently need now the weather is properly cold.

But working out what to buy online this Friday when the discounts are up but the shops are closed, and what to wait to purchase in-store (when there should be some hefty mark-downs as well) certainly isn’t easy. For anyone wavering, here’s my plan-of-action:

The winter coat

Coat, price on request, Max Mara

Buy: in-store from December 2nd
Why: Most people are faithful to one coat all winter long. Yes, you occasionally put on a jacket during unseasonably warm days, or something waterproof when the rain is lashing down. But more often than not it is one winter, one coat. Which makes it arguably the most important purchase of the year.

Although unlike a dress or even a pair of shoes, looks aren’t everything in the coat department. Come those bitter weeks in January and February, what you really need is warmth – and to find out just how cosy a coat is, you need to try it on. Even if changing rooms remain closed, you can pop one on in-store to find out if the cut is flattering and shoulders sit right – plus, I can’t be the only one who finds coats really heavy and annoying to post back if they don’t fit. 
Where to go: MaxMara has some great options that are warm but also stylish. They also aren’t putting any of their coats on sale this Friday so you aren’t in danger of missing a great discount. The same is true for Marks & Spencer (I love this one and this one) who will have 30 percent off for the next month and Hobbs (try this style) who have 25 percent off pre-Christmas.

Winter boots

Boots, £525, Anine Bing​

Buy: online on Black Friday
Why: Boots are expensive and unlike coats there are already a lot of great sale options waiting to be purchased on Friday. Also, sizes vary far less in shoes than they do in clothing, so products are less likely to arrive and pinch in all the wrong places.

If you're anything like me, you also have quite a clear idea of what you want in mind, but need to look at a range of different models before you choose - online is far better for that than in-store, unless you live in walking distance of a Selfridges or a Harvey Nichols. 
Where to go: Anine Bing is offering up to 70 percent off on these seriously beautiful boots, while LK Bennett's usually very expensive selection is now 30 percent cheaper.  Dune London has a black leather pair of knee-high boots that are 40 percent off, while Kurt Geiger's ankle boots are 40 percent off too. If you're looking for wellies, Le Chameau has some great discounts this Black Friday and it will be donating £5 from every Black Friday sale to the Dog’s Trust.

Jumpers and shirts

Cardigan, £65, & Other Stories

Buy: In store
Why: Most Black Friday discounts are only for around 20 percent, which makes a big difference on a £350 pair of boots, but less so on a £50 shirt. If you live in and around London, stores like Arket and & Other Stories often hold back their best lines for their in-store collections - and if you're looking for a particular cardigan or jumper that has been sold out all month, there's a good chance you'll find it at the store reopening next week.

Also, the texture of a jumper is just so important – in-store, you'll get to do the essential touch test. 
Where to go: If you're looking for a bargain, Topshop Oxford Street is likely to stay on sale for the rest of the year, as will H&M and various other multi-floor city-centre stores. Mango has some great knits on offer this season and if their heavy discounting elsewhere in Europe is anything to go by, they're likely to have some great sale options pre-Christmas in-store this season too. Here's my favourite jumper from the brand.

Demi-fine jewellery

Earrings, £181, Otiumberg

Buy: Online
Why: There are some brilliant jewellery deals on for Black Friday that are not to be missed - whether you are self-gifting or buying a Christmas present for someone very lucky. Brands such as Otiumberg (which have a 15 percent Black Friday discount - their only sale of the year) now offer a virtual 'try-on' session with the owners so you also get lots of advice about which pieces to buy and how to customise them. 
Where to go: PD Paola is offering 50 percent off - and their delicate pieces look so much more expensive than they are, making the brand's elegant stacking rings, or gold-plated bracelets ideal presents. Missoma, meanwhile, is doing a 25 percent Black Friday discount, including on collections with influencers and celebrities like Lucy Williams. For ultra-glam pieces, head to Catherine Zoraida and Lark & Berry, both of which have 25 percent off.

Christmas presents

Pyjamas, £125, Eberjey at Selfridges

Buy: In-store 
Why: Because it's more fun, and in a year like this one, I think that is reason enough. Whether you're wandering down Regent Street to Liberty or perusing the local village high street closest to you, buying Christmas presents while listening to the sound of Mariah Carey singing about what she wants is an integral part of getting in the festive spirit. Also, if you're not particularly talented at wrapping presents, then the gift wrap option offered by most stores will make your pile under the tree look a lot more tempting than it might do otherwise. 
Where to go: Selfridges' annual Christmas Comes Early sale gives customers a generous 20 percent off jewellery, womenswear, women’s shoes, menswear, men’s shoes, kidswear, and more – just download the barcode at home and show it in-store in London, Birmingham or Manchester. With a curated selection of independent and luxury labels, it's the ideal one-stop-shop for sartorial Christmas gifting.

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