After a disappointing sales period, retailers fear being left with unsold stock. The trade federation Comeos is therefore calling for an exceptional extension of the sales period. Minister of Economy David Clarinval and Minister for SMEs Eléonore Simonet provide clarification: the end of the legal sales period does not mean that it is no longer possible to organise promotions.
The winter sales end on 31 January. During the sales period, the law allows retailers to offer significant discounts under the name “sales”. This year, however, the winter sales took place in a particularly difficult context, marked by prolonged snowfall and strikes. All of this had a considerable impact on the turnover of the retail sector. Part of the sector is therefore calling for an exceptional extension of the sales period.
The end date of the winter sales is set by law and cannot be extended at such short notice. However, the fact that the sales period has legally ended does not mean that discounts can no longer be granted. Indeed, the law does not prevent retailers from offering discounts in February. What the law requires is that retailers display the correct “previous price”, i.e. the lowest price applied over the last 30 days. Retailers may even mention the original selling price applied before the start of the sales, alongside the previous price, provided this is not done in a way that could mislead consumers.
In addition, retailers organising sales under names other than “sales” (for example, “sales events”) can extend the promotion and continue it into February. They can continue to use the same reference price. The only thing retailers are not allowed to do in February is sell at a loss.
David CLARINVAL: “The sales period is an important time for retailers, as it allows them to clear their stock and restore their cash flow. However, current legislation is rigid and does not allow for a response to unforeseen events that prevent retailers and consumers from fully benefiting from the sales period. It is essential to remember that the end of the sales does not mean the end of promotions: retailers can continue to offer discounts. We therefore want to provide all the necessary clarifications on how to do this correctly.”
Eléonore SIMONET: “The sales are a key moment for our local shops, but our self-employed traders face increasing competition from websites offering discounts all year round. The end of the legal sales period is not the end of the possibilities: retailers can, at any time and if they see fit, organise attractive promotions, in February and beyond, to adapt to the market. This is valuable flexibility to preserve their competitiveness and attract customers to our local shops.”
The FPS Economy provides retailers with detailed guidelines explaining, in practical terms, what retailers need to take into account when announcing price reductions: https://economie.fgov.be/fr/themes/entreprises/guidance/pratiques-commerciales/annoncer-des-reductions-de