Winter sales kick off in Belgium on 3 January

The winter sales in Belgium will run from 3 to 31 January, although the retail sector is pessimistic about clearing high stocks, reports Le Soir. Competition from online shopping has proved disruptive to stores for several years, according to a surve

By: xpats.com

Jan 01 2025
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Winter sales kick off in Belgi

The winter sales in Belgium will run from 3 to 31 January, although the retail sector is pessimistic about clearing high stocks, reports Le Soir.

Competition from online shopping has proved disruptive to stores for several years, according to a survey of retailers carried out by the UCM (Union des Classes Moyennes) and the SNI (Syndicat neutre pour indépendants).

Only one in 10 retailers expects an increase in their sales during the coming winter sales compared to a so-called "normal" period, says the UCM.

The SNI also reports some gloom among retailers surveyed, with 64% still having at least 40% of stocks on e shelves. They expect the start of the sales period to be "a little calmer".

Explaining their lack of optimism, retailers cite competition from online sales platforms, constant pressure on prices and changes in purchasing behaviour, as well the socio-economic context that is eroding "pleasure purchases".

But the sales period remains the right time for them to do good business, comments UCLouvain Fucam Mons professor Ingrid Poncin, who points out that sales remain anchored in consumer habits. "Even if people have more limited budgets, which pushes them to constantly look for promotions, sales remain the right time to get a good deal."

She explains: "From the point of view of traditional retailers, it remains an important period to be able to manage cash flow and collections. So the system will continue.”

The expert also highlights differences depending on the type of consumer. Some are looking for low prices all the time and sales are just another time to get a good deal. "Others pay more attention to sustainability, for example; sales may be a way to buy higher quality products with a budget they wouldn't have otherwise," adds Poncin.

Photo: ©Belga/Bruno Fahy