With consumers eagerly searching for bargains amid challenging economic conditions, the winter sale season has kicked off with notable differences across borders. While France prepares for its winter sales starting on January 8, 2025, Belgian stores are already buzzing, having launched their discounts on January 3, 2025, offering reductions up to 70% right from day one.
On the streets of Tournai, just shy of the French border, shoppers are reveling at the sight of price tags slashed by half or more. Chantal, who traveled 30 kilometers from Flines-lez-Raches, doesn't mind the detour. "C’est une habitude, et là, je ne travaille pas, alors je profite. Je fais les deux, la Belgique et la France," she shares, alluding to the tradition of cross-border shopping.
The discounts are proving irresistible for many. Shoppers expressed excitement as they snagged deals, like one customer who noted the price of an item dropping from 55 euros to just 14 euros. Another father noted the significant savings on children's clothing, reflecting, "C’est bien, avec cette période d’inflation, ça vaut le coup, je pense!" Such observations underline the trend of shopping for lower prices as inflation affects household budgets.
For Belgian retailers, this period is increasingly important, with up to 70% of their clientele being French. Amandine Ansart, managing a shoe store, remarked, "On a déjà eu des Français jeudi, mais ce n’était pas encore les soldes chez nous, donc on a eu beaucoup de mécontents." The timing of sales, especially compared to neighboring France, is being closely watched, as retailers aim to attract the influx of French consumers before their own sales begin.
Further south, Bar-le-Duc has also joined the fray. The winter sales commenced here on January 2, 2025, beating both France and Belgium’s start dates. Retailers are wary of competition not only from neighboring countries but also from online sellers, who have become formidable competitors during sales events.
Interestingly, some shoppers have made the trek back to Belgium from France, seeking the earlier sales. A Belgian shopper residing across the border explained, "J’avais remarqué que les soldes en Belgique commençaient bien plus tôt, donc je profite pour essayer d’avoir les meilleures offres." This motivation to capitalize on early discounts reflects the shifting shopping habits of consumers ready to travel for savings.
Back on the ground during the early French sales weekend, Nancy's vibrant shopping scene spoke to buyers eager to seize reductions of 30% or even 50%. Despite the initial buzz, foot traffic was not overwhelmingly crowded, offering shoppers more personal space to enjoy their experience. Nevertheless, some store displays seem to suggest higher reductions are scarce, leading to mixed feelings about the first weekend launches.
Overall, these early sales illuminate the competition between retailers and the changes consumers are willing to make to snag the best deals, showcasing how consumer psychology impacts shopping patterns amid economic pressures. With the winter sales just beginning, both France and Belgium have set the stage for what is likely another immersive shopping season.