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
- Selling at a loss is banned in principle, but it is allowed during the official sales period
⚠️ Penalties & fines
Breaches of Book VI of the Code of Economic Law — a misleading price reduction, an invented former price, an unfair commercial practice — can lead to criminal fines of up to 80,000 euros. For the most serious misleading practices the multiplier system pushes the penalty up to 4 percent of annual turnover, which runs into millions for a chain. The Economic Inspectorate can also impose a cease-and-desist order that stops the campaign at once. As a shopper you pay nothing, but your bargain is not one: the crossed-out price may not be a fiction.
📎 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 inclusive and from 1 to 31 July inclusive. The dates are national, so identical in Flanders, Wallonia and Brussels; the 2026 summer sales run from 1 to 31 July.
Can a shop discount outside the sales?
Yes, markdowns and promotions are allowed all year. But the advertised discount must show the lowest price of the previous 30 days as the former price — that reference-price rule has applied since 2022.
Does the waiting period still exist?
Yes. For clothing, leather goods and shoes it remains forbidden to announce discounts during the month before the sales (in summer, 1 to 30 June). The waiting period has not been abolished.
Can anything be put in the sales?
No. To be sold as sales stock, an item must have been offered for sale for at least 30 days and still be in the shop's stock. Goods bought in specially for the occasion do not belong there.
What does selling at a loss mean?
Selling below cost price is banned in principle, because it distorts competition. It is allowed during the sales period, though, and in a few specific cases such as clearance and perishable goods.
🔎 Common searches
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- “sales dates belgium 2026”
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