H&M Price Tracker

H&M began in 1947, when Erling Persson opened a women's clothing shop called Hennes in Västerås, Sweden; the company is now based in Stockholm. Britain was its first market outside Scandinavia, with a London store in 1976, and H&M came to the US on 31 March 2000 with a store on New York's Fifth Avenue. The group also owns COS, ARKET, Weekday, Monki and & Other Stories, and hm.com has separate country shops with their own prices.

Besides the winter and summer sales and Black Friday, H&M marks items down in several waves as collections change. The free H&M Membership, which came to the US in 2019, lets you collect points on purchases that turn into vouchers, and members get special offers on selected items. Guest designer collections – from Karl Lagerfeld in 2004 to British names such as Stella McCartney and Matthew Williamson – tend to sell out fast.

At H&M, each colour of a garment has its own product page and often its own price, so the beige shirt can be reduced while the navy one stays at full price. Set the alert on exactly the colour you want. Collections turn over quickly and reduced pieces rarely stay online for long, so when SaleAlarm emails you, check straight away how well your size is still stocked.