The January sales are no longer in January. They start in the second week of December for some and on Boxing Day for the rest.
If we all teamed up and moved Christmas back by a week or two, it would probably be half price. But as we can't, the best we can do is treat ourselves to a few gifts for ourselves after a period of giving to others.
Below are some of the top sales this January and where to find them.
Diadora Vortex carbon road shoes
Diadora is often better known for gracing the feet of curly-haired footballing legend Roberto Baggio than any cyclist however, those in the know will tell you that Alejandro Valverde actually wore the Italian brand to victory in the 2017 Liege-Bastogne-Liege.
If you want to resemble the evergreen Spaniard, then pick up these BOA-dialed, carbon road shoes for half price and head out to the first steep climb you can find for hill reps.
Was £180, Now £90, chainreactioncycles.com.
Look Keo Classic 2 pedals
When I say the words 'Look Keo', I immediately think of Loyd Grossman showing me around somebody's house in the 1990s. Coincidentally, if that house belonged to Bernard Hinault, you would find a pair of Look's early clipless pedals.
At over half price, these are a smart investment for first time users of cleats.
Was £52, Now £25.99, merlincycles.com.
Rapha Colombia pro team jersey
Rapha claim that the collective nickname for Colombian riders is 'los escarabajos' meaning the beetles, which is ironic as Rigoberto Uran looks like Mick Jagger, a Rolling Stone.
Either way, this ode to Lucho Herrara is a smoking hot jersey and perfect for them long, Summer days of climbing up and down.
Was £130, Now £95, rapha.cc.
Colnago C60 Italia road bike
To own this bike, you need to fit some very specific requirements. You need to roughly be between 5"10 to 6"1, only ride in the Summer and be a former Italian national champion.
Ok, you don't actually need to fit the last two requirements, but this delicious bike is only left in a 56cm frame so snap it up while you can.
Was £7,165, Now £4,999, sigmasport.co.uk
Specialized Tarmac Expert Etap road bike
This bike is only left in blue which is lucky I guess as blue is the en-vogue colour for cycling at the moment. Just look at all the bib shorts that were released last year.
This bike comes complete with Etap shifting and trusty DT Swiss r460 wheels making this the perfect Januray treat.
Was £5,000, Now £3,250, evanscycles.com
Castelli Women's Gabba jersey
The weather so far in 2018 has resembled that of a low-budget, straight-to-DVD disaster film. Firstly we had high winds that knocked over a few bins and now heavy rain that got my feet wet on te walk to work.
For such inclement, look no further than the Castelli Gabba.
Was £140, Now £77, wiggle.co.uk
Oakley Radar Pace sunglasses
Just because you have an earpiece doesn't mean that you are part of a covert operation. What it does mean is that you can listen to voice-activated, real-time coaching.
Besides the earpiece, you also get a crisp looking set of Oakley sunglasses.
Was £400, Now £250, wiggle.co.uk
Winter cycling sun
Flights in January are cheap. The sales will see prices plummit with British Airways, Easy Jet, Ryanair and more.
Take advantage of this, fly yourself out to somewhere sunny, rent a bike and escape the miserable UK weather.
Prices from £33 each-way, various providers.