When is the Myntra End of Reason Sale in December 2026? Myntra hasn’t announced the dates yet. Going by its last four winter editions, it will probably start in the first week of December, around Friday 4 December.
Myntra Insiders, the members of its loyalty programme, get early access before each sale. In 2025, the sale opened to everyone on 5 December, after 24 hours of early access for Insiders.
Myntra announced that edition on 3 December, two days before it began. So don’t wait for the announcement. If you sell on Myntra, you have about three weeks. Use them to get your stock, images, sale prices and ads ready.
Past dates of the Myntra End of Reason Sale
Myntra runs its End of Reason Sale, or EORS, twice a year: in early summer and in December. The summer 2026 edition, the 24th, started on 29 May. If the pattern holds, December’s sale will be the 25th.
Here’s when the last four winter editions ran:
| Year | Edition | Dates |
|---|---|---|
| 2022 | EORS-17 | 10 to 16 December, Insiders from 9 December |
| 2023 | EORS-19 | 8 to 17 December |
| 2024 | EORS-21 | live by 7 December, until 17 December |
| 2025 | EORS-23 | from 5 December, Insiders from 4 December |
The start date has moved earlier each year. Each edition started on a Friday or a Saturday, and the first Friday of December 2026 is the 4th.
Myntra hasn’t announced the last date either. The 2023 and 2024 editions both ran until 17 December, so expect this one to run into mid-December.
Offers can start before the main sale, too. In 2023, Myntra’s bank-offer terms listed a curtain raiser from 4 to 7 December, before the main sale began.
Many shoppers search for it as the End of Season Sale. Myntra’s own name is End of Reason Sale.
The sale has grown more than threefold since 2022. That year, Myntra listed about 17 lakh styles from more than 6,000 brands. For EORS-23 in 2025, Myntra said it had more than 60 lakh styles from more than 10,000 brands.
Plan for 4 December. If Myntra picks a later date, you’ll be ready early.
Your three weeks before the sale
Check your partner portal and your messages from Myntra this week for any sale deadlines. Then fit this plan around them:
- By 13 November: choose your sale styles, and order stock by size.
- By 20 November: shoot your new styles, and fix your size charts.
- By 27 November: set your sale prices, and plan your ads.
Say you sell sweaters and jackets on Myntra. December matters more to you than any other month. Here’s what each week looks like for you.
Week one: stock, size by size
Myntra said its 2025 winter sale would serve wedding, winter and holiday shopping. For the sweater brand, that means knitwear and jackets first.
Our Big Fashion Festival checklist explains how to check stock size by size. This time, start from last December’s orders. Reorder the sizes that sold out, and order less of the sizes that didn’t.
Winter stock has a short season. A sweater you don’t sell by January may wait in your stockroom until next winter.
If your styles are on M-Now, Myntra’s quick delivery, check that stock too. In May 2026, Myntra said M-Now ran from more than 90 dark stores in 11 cities.
Myntra also said it was putting fast delivery first for its 2025 winter sale. If you pack and ship Myntra orders yourself, plan your staff, packing material and pickups for the sale days now.
Week two: images and size charts
New winter styles need model images before the sale. Book the shoot now, because the images still need retouching and uploading afterwards.
Get your model approved by Myntra before the shoot. Then the images upload without a hold-up. Our model photoshoots include help with this step.
For winter wear, photograph what a buyer can’t feel through a screen. Show the thickness of the knit, the lining of the jacket, and where its hem falls on the model.
Shoot one look with the sweater worn over a shirt, the way buyers will wear it. And add the fabric blend and the wash care to the product details.
Then check each size chart against the garment itself. Say whether each measurement is of the garment or of the body. A sweater bought to wear over a shirt needs that answer.
Attach your tags firmly, too. Myntra’s returns policy says it can decline a return that comes back used, damaged or without its original tags.
Week three: sale prices and ads
Decide the sale price for each style, and set it in Myntra’s partner portal before Myntra’s deadline.
Think about January while you do it. From 1 January 2027, the price shown next to a discount is your lowest price of the last 30 days. The law calls this the prior price. For a sale announced on 1 January, those 30 days are 2 to 31 December.
Say your wool sweater usually sells for ₹1,999, and you sell it for ₹1,199 in the End of Reason Sale. On 1 January, you start a New Year sale at ₹1,099. The prior price next to ₹1,099 will be ₹1,199, not ₹1,999.
So your ₹1,099 is only about 8% off, not 45% off. Our guide to the new e-commerce rules explains the prior price. Choose your sale price knowing it may sit next to your January discounts.
Then plan your Myntra ads. Insiders shop before everyone else, so have your ads live before early access opens. Early access isn’t only for Insiders, either. In 2025, any shopper could buy it for ₹19.
Set budgets for each sale day, and check them twice a day while the sale runs.
Spend on the styles with stock in every size. We plan and run Myntra ads as part of our marketplace ads work.
After the sale: returns and payouts
Returns from sale orders keep arriving for weeks after the sale ends. Myntra sets a return window for each product, and shows it on the product page.
Myntra’s delivery agent may check each return at pickup. Still, open every return the day it reaches you, and film it as you open it. If one came back used or swapped, you’ll have proof when you raise it with Myntra.
Plan your cash for the gap, too. You pay for stock, shoots and ads in November, and the money from sale orders comes in later.
Keep a sheet of returns by style and size. It shows you which sizes to fix before the summer sale.
Then read the return reasons, style by style. Our Big Fashion Festival checklist explains what each reason tells you to fix.
The day Myntra announces the dates
Myntra may give only a day or two of notice, as it did in 2025. When it does, check these the same day:
- Your sale prices are live in the partner portal, for every style.
- Your ads start before early access opens.
- Your stock matches your plan, size by size.
- Someone is free to pack orders and check returns every day of the sale.
Where we come in
We shoot, list and manage fashion brands on Myntra. So we know where brands get stuck before a big sale. Sometimes Myntra hasn’t approved the model, and the images wait. Sometimes a size chart doesn’t match the garment. Or a best-selling style has only XS and XXL left.
We can shoot your winter styles on models, write your size charts and plan your sale prices with January in mind. It all happens in your own Myntra partner account, and you keep the login. See our Myntra page.
