Can a shop hold sales any time?
No, a shop cannot always hold official sales — the word sales (solden/soldes) is only allowed during the two legal periods. Under the Code of Economic Law (Book VI) there are two sales periods: 3 to 31 January and 1 to 31 July. The 2026 summer sales therefore run from 1 to 31 July 2026, across the whole of Belgium (the same dates in Flanders, Wallonia and Brussels). Outside those periods a trader may make reductions or promotions at any time, but the reference-price rule applies (EU Omnibus Directive, since 2022): any announced reduction must state the lowest price of the previous 30 days as the prior price. Note: the waiting period is not abolished — for clothing, leather goods and footwear it remains forbidden to announce reductions during the waiting month before the sales (in summer, 1 to 30 June). To sell something as sales stock, it must have been offered for at least 30 days and still be in stock.
📋 The rules
- The word sales is only allowed from 3 to 31 January and 1 to 31 July (Book VI CEL)
- The dates are national — the same in Flanders, Wallonia and Brussels; summer 2026 = 1 to 31 July
- Outside sales you may reduce prices, but with the lowest price of the previous 30 days as reference
- Waiting period (not abolished): clothing/leather/footwear may not announce reductions the month before sales (summer 1–30 June)
- To sell as sales stock: the item must have been offered ≥ 30 days and still be in stock
- Selling at a loss is in principle forbidden, but allowed during the sales period
🔓 Exceptions
- A market day (braderie) by a local traders' association (max 4 days) is allowed in the waiting period
- Perishable goods and clearance on closure may be subject to other rules
⚠️ Penalties & fines
Breaches of Book VI (misleading price reductions, unfair commercial practices) can lead to criminal fines up to €80,000 or, via the multiplier system, up to 4 percent of annual turnover for the most serious misleading practices, plus a cease-and-desist order from the Economic Inspectorate.
📎 Official sources
- FPS Economy · sales (solden) →
- FPS Economy · price reductions (reference price) →
- ejustice · Code of Economic Law, Book VI →
❓ Frequently asked
When are the sales in Belgium?
Twice a year: from 3 to 31 January and from 1 to 31 July. The 2026 summer sales run from 1 to 31 July, with the same dates in the three regions.
Can a shop give discounts outside the sales?
Yes, reductions and promotions are allowed year-round. But the announced reduction must state the lowest price of the previous 30 days as the prior price (reference-price rule since 2022).
Does the waiting period still exist?
Yes. For clothing, leather goods and footwear it remains forbidden to announce reductions during the waiting month before the sales (in summer, 1 to 30 June). So the waiting period is not abolished.
What does selling at a loss mean?
Selling below cost price is in principle forbidden, but it is allowed during the sales period and in a few specific cases (clearance, perishable goods).
🔎 Common searches
What people search to land here:
- “sales dates belgium 2026”
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- “selling at loss forbidden”