I'm a Stylist—Here's Everything I Would Actually Buy in the High-Street Sales


(Image credit: @emilyjdawes)

Black Friday has become a full blown month-long affair, and with sales being thrown at you from all angles since the beginning of November, I wouldn't blame you for tiring or feeling overwhelmed by all the offers. It can be really hard to know where to start (which, for me, often ends up in a lot of panic and not shopping anything at all). There's no denying, though, that now is a great opportunity to make some pretty huge savings, especially on buys you were planning on investing in anyway—whether that's wardrobe updates, Christmas gifts or even pieces for around the house. So, we're here to help decode Cyber Monday for you. I've rounded up the best clothing deals across the board here, the best coats on offer (just in time for next week's cold snap), some crowd-pleasing gifts you can find on sale, and we've scrolled through hundreds of the best beauty deals for you, too. But today is about focusing on what the great British high street has to offer, to help you cut through the noise and focus in on the best high-street deals with a calm head and a cool, considered approach.

As always at Who What Wear, we're only here to talk about the crème de la crème. I'm a stylist and editor who has seen it all after a decade working in the industry, so you could say I have pretty high standards. That doesn't mean I don't shop on the high street, though. You'll know from my weekly column that I just tend to focus on those expensive-looking pieces, the ones that still have a premium feel with a more affordable price tag. Not only does this approach mean a more polished-looking wardrobe, but it also guides me towards more classic, timeless pieces that have staying power. 

Yes, shopping high-street discounts may seem a little contradictory to this responsible theory, but if you shop wisely, the Cyber Month sales are actually the perfect time to invest in these kinds of pieces. Often discounts are across everything, rather than just on a specific end-of-season edit that's discounted for a reason; and they also mean you can bag more premium-quality items on the high street for much less. Think COS cashmerewool coats from Massimo Dutti and Mango's real leather boots

After browsing the best high-street sales so far, I can confirm there are plenty of these elevated styles available with some pretty unbelievable markdowns. Below, I've rounded up the best of the best and linked out the pieces I'm actually considering buying myself. So you can save time and think of this as your one-stop sales shop. With only a few days (and in some cases only hours) left to take advantage of them, scroll on to see the most expensive-looking sale buys you can find on the high street right now.

The Best High Street Cyber Monday Sales

Mango has up to 50% off over 1000 items

COS has 60% off its elevated staples.

H&M is offering 70% off everything from knits to boots for members. 

Whistles is offering 20% off everything until Monday.

Nobody's Child has 20% off its verstile dresses using the code BF20.

Anthropologie has 25% off everything as well as an extra 40% off sale items.

John Lewis has 20% off selected womenswear and huge savings on beauty and home. 



(Image credit: @nlmarilyn)

Mango has up to 50% off over a thousand items including some amazing coats, knits and boots to see you through winter. 


2. COS


(Image credit: Courtesy of COS)

We have a real thing for COS's elevated tailoring and capsule staples. There's 60% off a very chic selection right now. Scroll on for the pieces on my list... 


3. H&M


(Image credit: @abimarvel)

H&M is offering up to 70% off  for members over the Cyber Monday—and it's free to sign up. 




(Image credit: @emilyjdawes)

Whistles is another of my favourite premium high street brands for top-quality pieces. It is usually on the pricier side though, so Cyber Monday is the perfect time to invest in its elevated wardrobe staples for less, especially the leather items which I really rate (I've worn this jacket on repeat for the last year and it's still buttery soft and looks brand new). There's 20% off everything, including existing sale buys, until Monday. 




(Image credit: @francescasaffari)

When it comes to versatile dresses that you can wear to everything from the school run to your next wedding, I (and the rest of the Who What Wear team) often turn to Nobody's Child. They're known for their great dresses, but this year i've also been impressed by their expansion into coats, knitwear and denim—all with a sustainably-minded approach. There's currently 20% off everything with the code BF20.




(Image credit: @styleidealist)

There's 25% off everything at Abercrombie & Fitch for its best sale of the year, including brand new winter arrivals and, of course, the TikTok famous Curve Love trousers that Karina is wearing here. 




(Image credit: @joy.ejaria)

Anthropologie does great homeware, and I usually end up buying a lot of my Christmas gifts there too. I've also become a real fan of its fashion offering recently, brought to my attention by some of the brand's viral hits like the designer-looking woven bags and teardrop earrings loved by TikTokers everywhere (yes, I just bought both). There's 25% off everything on site this Cyber Monday, as well as an extra 40%(!) off sale items—and the deal includes its beautiful furniture. Don't skip over this one. 




(Image credit: @erica_davies)

John Lewis is a well-loved staple of the great British high street, and with good reason. I don't know about you but I always find myself heading there for the best beauty buys, homeware and gifts (there's something for everyone, I swear). They also, of course, stock so many fashion brands, but its their revamped own brand label that has caught my eye this season—especially the tailoring and accessories which are such good quality. For Cyber Monday, there's a ton of deals across the board (you could sort your entire Christmas list in one go, I swear), including 20% off selected womenswear and a huge (and very rare) £80 of the Dyson Airwrap


Next Up: The Cyber Monday Sales Worth Shopping—and What We'd Buy

This story was published at an earlier time and has since been updated.

Emily Dawes
Affiliate Editor

Emily Dawes is the very definition of a fashion multi hyphenate. An editor, stylist and writer with over eleven years’ worth of experience in the industry, Emily is known for her impeccable taste, elegant outfit choices and being able to spot the next big thing in fashion from a mile off. Our readers loyally trust her advice and shopping suggestions; so much so she began her own column documenting the most expensive-looking pieces on the high street, which has become a top-performing piece of content for the Who What Wear brand.

Emily has worked for Who What Wear UK since 2020 in a myriad as roles, spanning from contributing editor and branded content editor. Now, she holds the position of affiliate editor and is responsible for the brand’s overall affiliate strategy, ideation and content execution. Working closely with Who What Wear UK’s affiliate manager, Emily has been instrumental in securing and nourishing brand partnerships, surpassing her goals as standard. Leading the team in tentpole shopping moments including Black Friday and Peak Trading, with Emily’s guidance and leadership, team Who What Wear is in a stronger affiliate position than ever before.

Prior to joining the Who What Wear team, Emily served as YOU Magazine’s acting fashion editor where she managed the fashion team and oversaw all fashion content output for the fast-paced weekly title. Emily is a stylist in her own right, having worked with a slew of VIP clients including writer and television personality, Elizabeth Day, as well as styling and art directing several celebrity cover shoots for glossy print publication, Grazia. Her adept fashion knowledge means brands regularly sought out to work with her as a consultant: previously she has developed marketing and content plans for brands for Cocoon and Edge of Ember. Before entering the industry, Emily obtained a Bachelor of Arts in English and American Studies with International Study from Nottingham University. Fun fact: Emily spent a year studying in America which saw her join a sorority during her time there.

When she’s not working or tracking down the chicest, new-in items to share with our audience, you’ll find Emily bestowing her East London home with her stylish flair, reading everything from the classics to cowboy romance novels and escaping to the country with husband, baby boy and dog, Roo, whenever she can.

Emily is currently on maternity leave.