Unveiling Sunshine Saturday: Discover Today’s Hottest Travel Deals Amidst Booking Frenzy!

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The initial Saturday of 2025 is nearly here, and this day is crucial for the travel sector as substantial increases in holiday reservations are anticipated.

With Christmas now behind us and New Year’s Eve a memory, January appears rather mundane in contrast. For those experiencing the post-Christmas slump, psychologists suggest that Sunshine Saturday arises from individuals looking for a much-needed surge of happiness, and for many, this means hitting the ‘book now’ button for flights and holiday packages.

“We are already noticing high interest at the beginning of 2025, and we understand that January is the peak time for Britons to plan their getaways. Christmas feels like a distant memory, and the dreary winter weather in the UK has many longing for vacations to anticipate,” stated Martin Nolan from the travel search engine and price comparison platform Skyscanner.

To commemorate the increase in reservations, numerous holiday providers have introduced Sunshine Saturday offers, and the overall January sales on holiday packages and flights are also in effect.

From family vacations during the school breaks to solo city escapes to look forward to in 2025, here’s what you should know about one of the busiest booking seasons of the year.

When is Sunshine Saturday 2025?

Sunshine Saturday occurs on the first Saturday of the year, which falls on 4 January in 2025.

What is Sunshine Saturday?

The Association of British Travel Agents (Abta) defines Sunshine Saturday as one of the peak days for travel reservations throughout the year and expects high activity for travel agents and tour operators.

Businesses like Jet2holidays claim they are preparing for a spike in bookings this weekend, predicting robust demand for summer holidays in 2025, in addition to future dates like the winter months leading into 2026, and even summer 2026.

Nonetheless, Jet2holidays also anticipates many will grab last-minute offers for holidays during January, February, and March as people look to exchange the chilly and damp UK for much warmer destinations.

The travel agency On the Beach forecasts that nearly six million holidays will be secured this January, with expectations for even greater spikes during payday at the month’s end and on Sunday, 12 January, marking two weeks into the bleak, wet month.

A study conducted by the consulting firm RSM found that the interest in vacations and trips abroad remains strong for 2025, despite the rising cost of living over the last few years, with over 40 percent of respondents indicating they plan to enjoy a longer holiday overseas in the upcoming 12 months—up from 35 percent last year.

Chris Tate, RSM UK’s travel head, remarked: “Travel and tour operators will be hoping for a year-on-year increase in bookings for Sunshine Saturday in January as demand intensifies.

“Holidays continue to be a priority for many, and 2025’s demand appears set to rise, with more travelers organizing extended overseas trips and short getaways,” he added.

“The adverse weather throughout 2024 could significantly influence this as consumers search for some sunshine, but even the staycation market is expected to see an upturn.”

What offers are available this Sunshine Saturday?

Jet2holidays

Jet2holidays has launched a campaign providing clients with £90 off per person on all holidays departing now until 15 November 2026. Those with a myJet2 account can enjoy an even larger discount of £100 off per person.

The tour operator also mentions that its ‘Free Child Place Holidays’ are still available and eligible for the promotion, enabling families to save throughout all seasons, including during school breaks.

On the Beach

On the Beach has several promotions for January, including complimentary airport lounge access for each five-star holiday booked.

Package holiday deals feature a week at the four-star Kleopatra Beach in Antalya, Turkey, all-inclusive, with flights departing from London Gatwick on Wednesday, 7 July, priced at £765pp.

A week at the five-star Kenzi Club Agdal Medina in Marrakech, Morocco, all-inclusive, with flights from London Gatwick on Tuesday, 1 July, costing £1,132pp.

A week at the four-star Be Live Adults Only Tenerife in Tenerife, Spain, all-inclusive, including flights leaving from London Gatwick on Tuesday, 1 July, priced at £868pp.

First Choice

First Choice has commenced its January sales, offering up to £300 off on its most sought-after package locations. First Choice has also collaborated with travel agency Byway to provide £100 off any flight-free trip booked between 1 January and 31 January using code FIRSTCHOICE100 (with a minimum expenditure of £1,000 per booking).

Love Holidays

Loveholidays is running a sale that coincides with Sunshine Saturday and continues throughout January.

Available until midnight on 2 February 2025, loveholidays customers can obtain up to £400 off select long-haul vacations, up to £250 off selected beach getaways, and up to £175 off chosen city breaks.

Lastminute.com

The online travel retailer Lastminute.com has initiated a New Year Sale that it claims to be its largest winter sale to date.

Vacationers can save £100 on a minimum spend of £1,500 with the code NYEARUK100, £200 on a £2,500 spend using code NYEARUK200, and £300 on a £3,500 spend using NYEARUK300.

The sale concludesjust prior to midnight on 17 January and codes can be utilized only once.

Secret Escapes

Individuals aiming to arrange a vacation this year can receive discounts of up to 50 percent with Secret Escapes during its January promotions covering UK staycations, city and beach getaways, as well as overseas excursions.

British Airways

British Airways presents a flash promotion that runs until midnight on 7 January, offering additional savings of £300 on selected holidays.

The promotion features discounts beginning at £25 when you spend £625+ on a flight and car reservation, escalating to £300 when your expenditure exceeds £10,000 on a flight and hotel arrangement.

The carrier further indicates there are bargains available on flights until 28 January, alongside discounts of up to £500 on business class airfare and vacations.

Tui

Tui is hosting a sale during the initial two months of 2025, concluding at midnight on 3 March. Clients can save £100 per booking on purchases of £1,000 or more, £200 per booking for £2,000 or more, and £300 per booking when spending £3,000 or above by using the code ‘SALE’ during checkout.

This offer applies to package vacations departing between 1 May 2025 and 31 October 2026.

Virgin Atlantic Holidays

Travellers have the opportunity to save £25 per person on all package reservations, in addition to an extra £100 discount per booking when spending at least £3,500 for couples or £4,400 for families of four with Virgin Atlantic Holidays. This significant weekend sale is now active and will continue until midnight on 7 January.

The discounts are applicable for travel from 3 January to 31 December 2025.

Eurostar

To celebrate the New Year, Eurostar is offering one-way standard seat train tickets to sought-after European city break locations for merely £35, with the sale concluding at 10.59pm on 9 January.

No Eurostar promotional code is needed for this offer; simply book for travel between London and Paris, Lille, or Brussels from 14 January to 03 April 2025, and from London to Amsterdam or Rotterdam from 14 January to 28 March 2025.

Some weekend dates are excluded from the sale, and direct return trains from the Netherlands are unavailable until 10 February, meaning the promotional period only pertains to one-way tickets from Amsterdam and Rotterdam to the UK capital from 10 February until 28 March.

EasyJet Holidays

EasyJet has initiated its ‘Big Orange Sale’ currently providing discounts of up to £400 on package holidays, along with millions of complimentary kids places available, all until 11pm on 4 February using the code ‘JANSALE’.

The discounts range from £50 off with a minimum spend of £500 to £400 off for expenditures of £4,000 or more when travelling before 31 October 2026.

Sunshine Saturday offers include overnight stays at the four-star Mitsis Messonghi in Corfu on an all-inclusive basis for £575 per person, which includes 23kg of luggage per person, transfers, and flights from Edinburgh airport on 8 May 2025.

EasyJet holidays also provides seven nights at the four-star Mayfair Hotel in Paphos on an all-inclusive basis for £422 per person, including 23kg of luggage, transfers, and flights from London Gatwick airport on 21 April 2025.

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