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Likely, the last ‘big’ sale before Black Friday, Afterpay Day is the perfect time to tick off some of those items that have been patiently waiting on your wishlist. Starting August 14, the sale’s already stirring with early markdowns from The Iconic, Adore Beauty, Hommey, St. Agni, and more.
As for what’s on our own personal wishlist? Well, for starters, my long-serving hair straightener gave out this morning (RIP), so a replacement has suddenly shot to the top of the list. I’m also restocking a few everyday staples: this handbag-sized slick stick (20% off), and the texturising spray I’ve sworn by for over a decade—also conveniently 20% off. I’ve also been meaning to try this much-hyped natural deodorant, and now feels like a good time to commit. Looking ahead to summer, I’m also missing this bronzer—so yes, it’s on the repurchase list too.
On the fashion front: I bought these chic, surprisingly walkable mules at full price not long ago, and now they’re over 50% off (naturally). I’ve worn them multiple times already. This bow-back blazer has lived rent-free in my head since I saw it on the runway, but I’m actually leaning toward this inspector-style trench instead—it’s more practical and 60% off, which helps.
For the home: after a months-long hunt for a minimalist, headboard-free wooden bed frame, I finally landed on this one from Koala (currently 25% off)—it ticks every box if you’re also looking. I also upgraded my bedding with these 1200TC tailored pillowcases, and I don’t think I can go back. As for the kitchen, a few Alessi pieces I’ve had on my wishlist forever are noew up to 50% off.
Beyond personal picks, there are plenty of gems too good not to share: 30% off these St. Agni boots (arguably a great dupe for these Acne ones, also on sale). This faux suede jacket is a very solid 30% off. I also spotted this wool jumper that looks very similar to a now discontinued P. Johnson Femme piece (a knit I always get compliments on), but at a much friendlier price.
Still surprised to see these Khaite-esque flats in stock and now almost 40% off. And, if you’re prepping for event season: Christopher Esber and Meski have major markdowns. Then there’s the icy blue Lee Matthews mini that we haven’t stopped thinking about—40% off. Oh, and don’t skip the online outlet section at Scanlan Theodore. There are treasures to be found there.
Want to see it all for yourself? Scroll on for the only Afterpay Day 2025 deals you actually need to know about—across fashion, beauty, home and more.
Our Top Picks
- The Iconic: Up to 40 per cent off
- St. Agni: Various discounts as marked
- Hommey: Spend and save up to 30 per cent
- Dyson: Save up to $750 on selected products
- Alemais: Various discounts on selected products
- Tony Bianco: 20 per cent off selected styles
- Charles and Keith: Up to 50 per cent off selected items
- Adore Beauty: Up to 40 per cent off
- Faithfull: Up to 80 per cent off
- Antler: Up to 40 per cent off
- Viktoria & Woods: Various discounts on selected products
- Bed Threads: Up to 50 per cent off, plus up to 30 per cent off bedding bundles
COTTON ON
Low Rise Straight Jean
HOMMEY
2 Pack Bath Towel
St. Agni
Dual Envelope Clutch
CHIMI
5.2 Sunglasses
SKINCEUTICALS
C E Ferulic Serum
DYSON
Dyson Airstrait
SALT & STONE
Black Rose & Oud Mini Trio
NORMAL
Plum
ALESSI
Moka Alessi Espresso
KOALA
Balmain Bed Base
ADAIRS
Seline Blanket Box
Sheridan
1200TC Palais Tailored Pillowcase
Best Afterpay Day Fashion Sales 2025
- Aje: Up to 85 per cent off selected styles
- Bondi Born: Up to 50 per cent off
- Charles & Keith: Up to 30 per cent off
- Cotton On: Up to 50 per cent off
- Country Road: $200 off when you spend $600 on full price items
- Dune London: 25 per cent off new season styles
- Lee Mathews: 20 per cent off the winter capsule
- LEO LIN: 20 per cent off the Afterpay edit, plus take a further 20 per cent off already reduced styles
- Meshki: Up to 50 per cent off
- Nude Lucy: Up to 50 per cent off selected styles
- Shona Joy: Various discounts on selected products
- Witchery: Various discounts on selected products
- Arms Of Eve: Various discounts on selected products
- Francesca: 15 per cent off sitewide
- Hype DC: Up to 30 per cent off
- Hoka: Various discounts as marked
- Jo Mercer: $100 off full price boots
- Lana Wilkinson: 25 per cent off sitewide
- Le Specs: Up to 70 per cent off selected styles
- Novo Shoes: 20 to 40 per cent off site wide
- Nine West: 25 per cent off new season styles
- Platypus Shoes: Various discounts sitewide
- Saint Valentine: 25 per cent off the timeless jewellery collection from 10th August
- STRAND: Up to 40 per cent off selected travel
- Superdry: 30 per cent off full price jackets from 12th August
- Swarovski: Various discounts as marked
Best Afterpay Day Beauty & Wellness Sales 2025
- Adore Beauty: Up to 40 per cent off
- Bobbi Brown: Various discounts as marked
- Bondi Sands: 20 per cent off
- Dyson: Up to 50 per cent off Dyson tech
- Estee Lauder: Save 20 per cent on any 50ml or 75ml moisturiser
- ghd: Up to 30 per cent off
- Love Honey: Up to 50 per cent off
- Normal: Up to 31 per cent off with code ‘AFTERPAYDAY’
- Oz Hair And Beauty: Up to 70 per cent off sitewide
- Paula’s Choice: 20 per cent off sitewide
- Priceline: Various discounts as marked
- Sephora: Up to 20 per cent off with minimum spend
- Urban Jungle: 25 per cent off sitewide
Best Afterpay Day Home Sales 2025
- Adairs: Up to 50 per cent off clearance
- David Jones: Up to 50 per cent off homewares
- Eva: Save up to $250 off
- Freedom: All sofas 10 to 40 per cent off
- I Love Linen: Various discounts as marked
- Koala: 25 per cent off sitewide
- Linen House: Up to 60 per cent off
- Lifely: 20 per cent off selected items
- Miss Amara: Up to 40 per cent off all rugs
- Myer: Various discounts as marked
- No.22 Home: Various discounts as marked
- Pillow Talk: Various discounts as marked
- Sheet Society: 20 per cent off selected styles
- Sheridan: Up to 40 per cent off
- Temple & Webster: Up to 40 per cent off warehouse sale
While this sales event is hosted by Afterpay, don’t worry—you don’t have to use their service to unlock most of the sales. You can usually just shop and pay however you want – you’ll see how much the discount is at the checkout too.
Afterpay Day is a twice-yearly event that offers shoppers the opportunity to score incredible savings, with exclusive deals and discounts across thousands of your favourite retailers. From fashion and beauty to homewares and beyond, there’s something for everyone. Afterpay Day typically occurs twice a year, once in March and again in August. In 2025, the second major sale is due to kick off on Thursday, August 14, running through to Sunday, August 17. And because we all know some brands can’t resist launching their deals early, be sure to bookmark this page to stay ahead of the curve and snag those early-bird offers.
The post What ELLE Editors Are Buying In The Afterpay Day Sales appeared first on ELLE.
