Winter sales begin in France: a month of discounts under strict rules

With the end of the holiday season, France officially enters its winter sales period, one of the most anticipated moments of the year for both consumers and retailers. Starting on Wednesday 7 January 2026 at 8:00 am and running until Tuesday 3 February 2026, physical stores and online platforms are authorised to offer regulated discounts across most of the country.

The national calendar, however, includes regional exceptions. In certain departments and overseas territories, sales dates may vary according to prefectural decisions. This is the case in Moselle and Vosges, where the winter sales began earlier, on 2 January, and will end on 29 January, several days ahead of the rest of the country.

Online sales are fully subject to the same legal framework as brick-and-mortar shops. E-commerce websites must comply with identical dates, conditions and obligations, regardless of the company’s registered office. Online discounts therefore cannot start earlier or extend beyond the official sales period.

French legislation clearly defines which products may be discounted. Only items already on sale prior to the beginning of the sales period are eligible. Products must have been offered for sale and paid for by the retailer at least one month before the start of the sales. Introducing new merchandise specifically for seasonal promotions is strictly prohibited. In stores, discounted items must be clearly distinguished from non-discounted products.

Price transparency is another key requirement. Discounts must be calculated on the basis of a genuine reference price, such as the lowest price applied during the previous month or the manufacturer’s recommended price. Artificially increasing prices before the sales in order to advertise larger discounts is strictly forbidden and considered a misleading commercial practice.

In terms of advertising, all promotional communications must clearly state the start date of the sales and specify whether the offers apply to the entire range or only to selected items. Breaches of the regulations may result in fines of up to €1,500.

Looking ahead, the French retail calendar has already set the dates for the 2026 summer sales, scheduled from 24 June to 21 July. As winter discounts officially begin, consumers are ready to hunt for bargains, while retailers are once again required to comply with rules designed to ensure transparency, fair competition and consumer protection.