Planning a trip to Europe? If you are a shopaholic, mark your calendars for January and July. It’s the perfect time to do your European shopping, and with the dollar’s current strength against the euro, it’s time to grab your credit card and hop across the pond for the big, seasonal sales. While they aren’t as massive as in years past, there are still some deals to be found.
Sales in London, England, generally start on Boxing Day, the day after Christmas. Harrods’ winter sale is now in full swing. Photo courtesy of Harrods.
Seasonal Sales
My introduction to the concept of seasonal sales was with a British Airways Shop ’til You Drop promotion back in the 1980s. It was the first time I’d experienced throngs of people crowding the aisles hoping to snag a 50% off bargain. It was crazy. In fact, a journalist I was traveling with had an anxiety attack because of the crowds and had to leave. It’s not for the meek. Yep, the seasonal sales may not be for you if you don’t like crowds.
Each year, about 15 million people visit the world-famous Harrods department store in London. A large percentage of them seemed to be there during the seasonal sales! Well, that’s a bit hyperbolic, but it was crowded. And I was among the lucky ones, picking up designer shoes and clothing at a deep discount.
The January and July sales have always been an attraction, not only for me but for many travelers.
Sales in Full Swing
You can find fantastic deals on European products, especially shoes, clothing, handbags, sports items, and seasonal goods. And London isn’t the only place to find great deals. Here in Belgium, the January sales are also in full swing, and the city is flooded with clearance signs, promotions, and shoppers. Learn more about the sales in Brussels here.
How Big Are the Sales?
It’s interesting to see the effect of COVID-19 on retail sales. The consensus among my friends is that the sales this year are less impressive. Many stores are not holding sales at all, and others are just offering a small range of products at less of a discount. An avid hiker, I was happy to see that my favorite adventure store is offering reductions of 25% on many items. Other shops are offering good close-out deals.
The Rules
Unlike the US, where sales occur throughout the year, Belgium only has two sales periods. Stores may only sell items at a loss to clear their stock in January and July. Sales started on January 3 and continue through January 31, 2023. They return in July. I didn’t realize there is even a pre-sales ban on selling clothing, footwear, and leather at reduced prices before the sales start. So many rules and regulations!
European Sales Times
The European Consumer Center Germany is a helpful reference if you want to plan your shopping jaunt to Europe. Here are a few countries and their sales dates:
- Croatia: Croatia: Winter sales start December 27 and can last up to 60 days.
- France: Winter sales begin on the second Wednesday in January or the first Wednesday if the second Wednesday is after January 12.
- Germany: Winter sales begin at the end of January or the start of February. Summer sales generally start at the end of July or the beginning of August.
- Netherlands: There is no set time for sales, but winter sales are usually held in January, and summer sales in July and August.
Refer to the guide for more information on dates, store opening times, Value Added Tax (VAT rates), and more. And enjoy your European shopping spree.
Just spent a week in London. Nothing much special at all. In fact dismal, compared to sales in past years.