We compared the regular prices of the same items on each brand’s UK and US websites in October 2026, for someone who lives in the US: the UK price in dollars against the US price plus average sales tax (7.53%). The UK has had no tourist tax refund since 2021, so what’s on the tag is what you pay.
How much you save in London
Typical saving for shoppers who live in:
| Brand | US | Canada |
|---|---|---|
| Massimo Dutti | 31% | 6% |
| Mango | 29% | 27% |
| Zara | 25% | 8% |
| AMI Paris | 20% | 16% |
| BAPE | 18% | – |
| Miu Miu | 17% | 12% |
| Valentino | 14% | 7% |
| Sandro | 13% | 9% more |
| Longchamp | 13% | 11% |
| Maje | 12% | 11% more |
| Uniqlo | 11% | 11% more |
| Acne Studios | 10% | 1% |
| A.P.C. | 8% | – |
| Issey Miyake | 8% | – |
Regular prices from each brand’s websites on 16–18 October 2026, converted at the European Central Bank’s rates of 16 October 2026. US and Canadian prices include the average sales tax (7.53% and 12.3%), as the app does.
Why it’s cheaper
- Many brands set their UK prices close to the same number as in dollars, or below it: Massimo Dutti’s knit cardigan with collar detail (5604/527) is £100 in the UK and US$180 in the US. A pound is worth more than a dollar, but not by that much.
- UK tags include 20% VAT. US tags don’t include sales tax, which is added at the till, so the US price on the tag looks lower than what you pay.
Three examples
- Massimo Dutti knit cardigan with collar detail (5604/527): £100 in London, about US$133, against about US$194 at home with sales tax. 31% less.
- Mango modal zip jacket (37031333): £79.99 in London, about US$107, against about US$151 at home. 29% less.
- Zara flare jeans (774/334): £49.99 in London, about US$67, against about US$107 at home. 37% less.
Is Paris or Madrid cheaper still?
Yes, for these brands. In Spain the typical saving for US shoppers is 54% on Zara, 54% on Mango and 59% on Massimo Dutti after the tax refund. If London is one stop of a longer trip, Madrid, Lisbon or Paris will usually beat it. See which country Zara is cheapest in.
Bringing it home to the US
- After 48 hours away, each person can bring back US$800 of goods duty-free, once every 31 days.
- Above US$800, the next US$1,000 is charged a flat 3%.
In a shop right now? Scan the tag and see its price in 11 countries, in your own currency, with the tax refund taken off. Not there yet? Plan your trip: save what you want and see what the whole list saves you before you fly.
More guides
- Is Mango cheaper in Spain?Yes: about half the US or Canadian price, a third less than the UK.
- Is Massimo Dutti cheaper in Spain?Yes: well under half the US price, two fifths less than the UK.
- Which country is Zara cheapest in?All 11 countries compared: Spain first, then Portugal.
- What’s cheaper to buy in Paris?14 brands compared: French labels save the most.