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Online Sales
Sales periods are defined by a very precise regulatory framework that sets the conditions under which physical and online stores can clear out their stock from the end of the season. However, stores now often go far beyond simply clearing out stock, making sales the most important period of the retail season.
C'est summer sales 2026 !
Vous avez encore pour en profiter.
The sales have begun. Four weeks of prices that only sales allow: it's the only commercial operation that permits selling at a loss. This allows shops to drastically reduce their products to clear out unsold stock and make room for the new collection.
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How is the start date of the sales determined?
The start date of the sales is determined in accordance with the provisions of Article D.310-15 of the French Commercial Code, as amended by Law No. 2014-626 of June 18, 2014 relating to crafts, commerce and very small businesses, which eliminated floating sales periods and extended the sales period by one week since January 1, 2015. Summer sales take place starting from the last Wednesday of June at 8 a.m.
. Winter sales begin on the second Wednesday of January at 8:00 AM (brought forward to the first Wednesday when the second Wednesday falls after the 12th of the month). Departments near countries whose sales periods conflict with French sales periods are granted an exemption regarding the start date of their sales, as stipulated in Decree No. 2012-1311 of November 27, 2012, concerning the start dates of sales periods.
Summer sales begin on the last Wednesday of June at 8:00 AM.
Except for the following departments and territories:
Alpes-Maritimes: Summer sales begin on the first Wednesday of July.
South Corsica: Summer sales begin on the second Wednesday of July.
Haute-Corse: Summer sales start on the second Wednesday of July.
Pyrénées-Orientales: Summer sales start on the first Wednesday of July.
Guadeloupe: Summer sales start on the last Saturday of September.
Martinique: Summer sales start on the first Thursday of October.
French Guiana: Summer sales start on the first Thursday of October.
Réunion: Summer sales start on the first Saturday of February.
Saint-Pierre-et-Miquelon: Summer sales start on the first Wednesday after January 15th.
Saint-Barthélemy: Summer sales start on the second Saturday of October.
Saint-Martin: Summer sales start on the second Saturday of October.
Winter sales take place in Starting from the second Wednesday of January at 8:00 AM, brought forward to the first Wednesday when the second Wednesday falls after the 12th of the month.
Except for the following departments and territories:
- Meurthe-et-Moselle: Winter sales begin on the first working day of January
- Meuse: Winter sales begin on the first working day of January
- Moselle: Winter sales begin on the first working day of January
- Vosges: Winter sales begin on the first working day of January
- Guadeloupe (except Saint-Barthélemy and Saint-Martin): Winter sales begin on the first Saturday of January
- Saint-Barthélemy and Saint-Martin: Winter sales begin on the first Saturday of May
- French Guiana: Winter sales begin on the first Saturday of May
Winter sales begin the first Wednesday of January
- Reunion Island: Winter sales begin the first Saturday of September
- Saint-Pierre and Miquelon: Winter sales begin the first Wednesday after January 15th
The sales will end on midnight.
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Summer sales run for four weeks, starting on the last Wednesday of June at 8:00 AM. Winter sales run for four weeks, starting on the second Wednesday of January at 8:00 AM.
The sales period begins on the first Wednesday when the second Wednesday falls after the 12th of the month.
For all departments, regardless of whether they have a staggered start date for the sales, the sales period runs for four weeks and ends at midnight on the fourth Tuesday after the start of the sales period for those that began on a Wednesday at 8:00 AM.
Regulatory Framework for Sales
Sales are defined by Article 310-3 of the French Commercial Code. Sales must:
- be accompanied or preceded by advertising
- promote the rapid clearance of stocked goods that have been paid for and of which items have been offered for sale for at least one month
- include an announcement of a price reduction, which may extend to selling at a loss, within the limits of the stock to be cleared;
- take place during fixed periods (summer and winter sales) or freely chosen by the retailer (floating sales)
Prices Charged During Sales
Discounts advertised during sales must comply with the provisions of the decree of December 31, 2008, concerning price reduction announcements to consumers. The discount indicated, whether as an absolute value or a percentage, must be calculated in relation to a reference price, which cannot exceed the lowest price actually charged during the thirty days preceding the start of the sales period. The advertiser may also use as a reference price the price recommended by the manufacturer or importer of the product, provided that this price is commonly charged by other distributors. Discounts that do not comply with these provisions may also be penalized under the prohibition of misleading advertising (Article L. 121-1 of the French Consumer Code).
Guarantees
Items purchased during sales must benefit from the same guarantees as other items. The "no returns or exchanges" policy does not exempt the seller from exchanging or refunding the item in the event of a hidden defect (Article 1641 of the French Civil Code).
However, if the imperfections or defects are easily detectable by the consumer, Article 1641 of the French Civil Code does not apply.
In the case of online sales, the regulations specific to mail-order sales apply in addition to the regulations governing sales. The consumer is therefore more protected by law. Whether the item was purchased on sale or not, the consumer can return the product to the seller for exchange or refund, without penalty, within 14 days of delivery.
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