French Winter Sales Face Challenges: Weather, Competition, and Calls for Rescheduling

The annual winter sales in France are facing a difficult start, hampered by inclement weather and shifting consumer habits. Retailers are reporting meaningful drops in turnover, with some estimating a 50% to 60% decrease on the first day of sales due to conditions like snowfall.

Romain Flandrin, vice-president of the Federation of French Shoe Retailers and head of Chauss-Tex, which operates eight stores in Hauts-de-France, emphasized the critical importance of the initial days of the sales period. “The first four days are decisive. Afterwards, the consumer moves on,” he stated, implicitly criticizing calls for citizens to stay home during adverse weather.

Beyond the immediate impact of weather, the sales are struggling to maintain their traditional appeal. The rise of year-round promotions and the increasing popularity of online shopping are eroding the event’s significance. The sector has already witnessed a shift,with an estimated 15% to 20% of the market moving to internet-based retailers.

The Confederation of French Traders (CDF) has voiced concerns about the timing of the sales, arguing that scheduling them in early January frequently enough coincides with mild winter weather. In a press release, the CDF advocated for postponing the sales to late January or early February, when colder conditions are more likely to prevail.

Early indicators suggest a potential downturn in sales figures. Laure Brunet-Ruinart de Brimont, general delegate of the CDF, noted that ready-to-wear sales were down 13% in 2025 and anticipates a similar decline this year.