Buying Maternity Clothes on Sale: How to Plan Ahead

There’s a specific time to buy maternity clothes. If you buy them too early, you end up with clothes you can’t wear yet. If you wait too long, you’ll find yourself making do with whatever’s lying around at the back of your closet—seven months pregnant and unable to button anything.

Sales complicate things a bit further—because they often happen at a time that doesn't perfectly align with your trimester or your immediate needs.

But with a little planning and the right approach, shopping for maternity clothes during the sales is not only possible—it’s actually one of the best decisions an expectant mother can make for her wardrobe. Here’s how.

Why You Should Plan Ahead for Pregnancy Purchases During the Sales

Pregnancy has a characteristic that few other periods in life share: you know in advance how things will unfold. You don’t know exactly how quickly or to what extent—but you know that your belly will grow, that some of your clothes will no longer fit, and that you’ll need special clothing starting at a certain point.

This partial predictability is an opportunity. It allows you to plan your purchases with a broader perspective than you would for a traditional wardrobe—and to take advantage of sales wisely, even when they don't happen at the perfect time.

Summer sales (July) are perfect for planning ahead for the fall or winter—the third trimester—or for a second pregnancy, when you have a better idea of what you'll need.

The winter sales (January) are a great opportunity to plan ahead for spring and summer if your pregnancy is progressing toward those seasons.

In both cases, the key is the same: think about what you'll need in two or three months, not what you need today.

The first pitfall: buying for the present rather than for the future

This is the most common mistake expectant mothers make during the sales. You're three months pregnant, the summer sales are on, and you buy light dresses for the belly you have now—not for the one you'll have in two months.

The result: clothes bought on sale can no longer be worn once your belly has truly reached its final size. The purchase wasn't a bad one—it was just poorly timed.

The golden rule: Buy for the next quarter, not for the current quarter.

If you're in your first trimester, shop for the second trimester and the beginning of the third. If you're in your second trimester, think about what you'll need for the third trimester and the first few weeks after giving birth. Planning one to two months ahead ensures that you'll be able to wear the items you buy for a significant amount of time.

The second pitfall: size

That's the other major challenge of shopping for maternity clothes on sale—and it's a real one, because there's no one-size-fits-all answer.

As a general rule:

For loose-fitting T-shirts and tops: your usual size is often fine up until the sixth month. After that, going up a size is often more comfortable.

For more structured pieces: always choose one size larger—or even two if you're in the later stages of pregnancy.

For clothing designed specifically for pregnancy: the cuts are designed to accommodate your growing belly—be sure to check each brand’s specific size guides.

One important exception: maternity clothes made with stretchy fabrics and adjustable cuts—like those in our maternity collection — adapt to your growing belly without necessarily requiring you to go up a size. Read the product descriptions carefully before applying the blanket rule of “one size up.”

The third pitfall: the season

This may be the most technical point—and the one that can make the difference between a successful purchase and a failed one.

Here's a concrete example: Let's say you're four months pregnant in July. That means you'll need clothes for August, September, October, and November. The summer sales feature summer items—perfect for August, but already too light for October.

In this specific case, the summer sales allow you to partially meet your needs (light dresses for late summer) but not entirely (warm pieces for fall won’t be on sale). Plan your purchases accordingly: take advantage of the sales for in-season items, and expect to have to buy the rest at full price.

The special case of second pregnancies: If you’ve already been through a pregnancy, you have a better idea of what you need. This means you can shop with greater peace of mind during the sales—to add to what you already have, or to replace items that have worn out.

What You Really Need to Buy: Quarterly Priorities

First Quarter: Patience and Discretion

In the first trimester, most of your usual clothes still fit. This isn't the time to go on a massive shopping spree during the sales—you don't yet know exactly how your belly will change.

What you can buy: a few transitional pieces—flowing tops, loose-fitting dresses—that will still work for a few more weeks before you switch to full-on maternity clothes.

Second Quarter: The Peak Shopping Season

Now is the perfect time to buy maternity clothes. Your belly is visible but still manageable, you have a clear idea of your body shape while pregnant, and you still have several months ahead of you to wear the items you buy.

If the sales happen during your second trimester—you've hit the jackpot. Take advantage of this opportunity to build the core of your maternity wardrobe.

Third Quarter: Comfort Above All Else

Third-trimester needs are very specific: nothing that’s tight or constricting, loose-fitting styles, and breathable fabrics. If sales happen during this time, focus on the most comfortable pieces—not necessarily the most stylish ones.

This is also the time to think about clothes that will work for breastfeeding, too. Buying a maternity piece that can double as a nursing top doubles how long you’ll use it—and thus the value of your sale purchase.

Maternity Clothes Worth the Investment on Sale

Not all items are worth the same level of investment during the sales. Here is our selection of items that offer the best balance of longevity and value for money.

Flowy tops and T-shirts

This is the category you should prioritize when shopping. Flowy tops can be worn from the start of pregnancy, adapt to your changing belly throughout all three trimesters, and can often still be worn after giving birth.

A high-quality maternity top bought on sale and worn for five or six months is a really good investment. Explore our maternity clothing collection for pieces designed to last throughout your pregnancy.

Maternity Dresses

A maternity dress is a particularly good item to buy on sale—because it’s often something you’re hesitant to buy at full price, and a discount makes all the difference.

Choose flowing dresses made of fabrics that move with your body. Avoid styles that are too tight or dresses with belt details—they won't last very long.

Two-Season Pieces

Maternity clothes made from lightweight fabrics—though not exclusively summery ones, such as cotton jersey, modal, and lightweight viscose—work best during transitional seasons. A purchase made during the summer sales can therefore also be worn in the fall if the piece is versatile enough.

Maternity and Nursing Clothing

This is the most strategic category. Some pieces in our collection are designed to be worn during pregnancy AND while breastfeeding—with adjustable cuts and discreet openings.

Buying this type of garment on sale doubles its lifespan—and therefore its true value. A garment worn for six months during pregnancy and then eight months while breastfeeding offers a completely different value for money than one worn only during pregnancy.

For future feedings, our Breastfeeding t-shirts and our nursing tank tops can also be purchased in advance during the sales—so you’ll have them ready for after the baby is born.

What You Should Avoid Buying on Sale While You're Pregnant

Pieces that are too trendy

Pregnancy lasts nine months. A trendy piece you bought on sale may look outdated by the end of your pregnancy, or may no longer suit your style once you start breastfeeding. Opt for classic, timeless styles that will suit you for the long term.

Quarter-Specific Documents

Some maternity clothes are best suited for a specific stage—the early stages of pregnancy, when the belly is still small, or the later stages, when it’s very large. These items have a short lifespan and may not be worth the investment during sales.

Very formal maternity clothes

Buying a very formal outfit on sale with the intention of wearing it to a specific event is a risky move. You don’t know exactly what your figure will look like on the big day, or whether you’ll be comfortable in it. It’s better to buy this type of item closer to the event, when you know exactly what you need.

The Decision-Making Chart: What to Buy Based on Your Situation

Planning for the Future: Shopping for Breastfeeding Supplies, Too

This is the most strategic tip in this article—and the one you hear the least often: Maternity sales are also a great time to start stocking up on breastfeeding essentials.

During the sales, when you're thinking about your future wardrobe, take a few minutes to check out nursing clothes as well. You won't need them until after the baby is born—but buying them now, at sale prices, will save you from having to rush out and buy them during those exhausting first few weeks with your baby.

One or two Breastfeeding t-shirts, a nursing pajamas for the first few nights, a few nursing tank tops as a base layer—these items, purchased during the maternity sales, will be ready and available the day you need them. It’s a form of self-care.

A Checklist Before Checking Out Your Maternity Cart

Before you click "Order," quickly go over this list in your head.

Will I be able to wear this piece in two months? If not, will I still need it in two months anyway? Does the size fit my current stage of pregnancy AND the stage I’ll be in two months from now? Is the season appropriate for my pregnancy or for the breastfeeding period that will follow? Is this a piece I’ll also be able to wear while breastfeeding—or at least after my pregnancy? Would I have bought it at full price if it weren’t on sale?

If all the answers are yes—go ahead and buy it. Otherwise, set the item aside and focus on the purchases you're really sure about.

Being proactive means taking care of yourself even before you need to

There's something deeply comforting about planning ahead for your pregnancy purchases. It's like telling yourself: I'm going to go through some intense months, and I deserve to be well-equipped to get through them comfortably.

Sales are that rare opportunity when quality and price meet halfway. Approach them with a clear head—not in a rush or swayed by promotions—and you’ll be glad you made these purchases throughout your pregnancy and while breastfeeding.

At 23 Mai Paris, our maternity clothes and our new collection are designed to be with you well beyond pregnancy—durable pieces made from soft fabrics that deserve a place in your wardrobe right now.

Check out our affordable basics and our entire collection of nursing clothes to prepare for every stage of your pregnancy during the sales.