Sales on the high street can be held whenever shops choose in government bid to boost trade

SHOPS can now hold their sales whenever they like without having to wait for January 7 or the summer months as in the past.

They can also put up signs saying Rebajas ('sales') at any time of the year.

The central government has decided to relax the rules in a bid to boost business year-round, and has also agreed that shops in areas popular with tourists – such as on the coast or in parts of big cities – can open whenever they wish.

Sales can be held when the retailer considers it will most benefit them, meaning that shops which change their stock up to six times a year can put the end-of-line goods on display at discounted prices when they switch over.

The move will take place from January 1, meaning many shops will have already started their sales on January 2 in the hope of shifting more stock with the Three Kings celebrations and present-giving on the night of January 5.

Trading associations say retailers may be reluctant to do so this early, however, for fear of getting fined by local authorities who have not heard the news, or because they fear they will have nothing to offer customers weeks later.

January to March inclusive are normally the worst months of the year in terms of profit and purchase figures, which is why the sales are normally on after Christmas.

But if those have already started ahead of the rest of the high street, retailers may fear they will struggle to attract business by standing out from the others towards the end of the quarter, say the associations.

However, they believe shops will eventually get used to the idea as time passes.