The number of independent retailers who would prefer to move winter sales from January to February is continuing to grow: almost half (45%) of them are in favour of a postponement, a survey by the Syndicat neutre pour indépendants (SNI) showed.
While the winter sales period starts today, the federations of independent retailers are highlighting that people can expect discounts of -30% at the very least, they have also signalled reticence to offering these discounts at the start of the year.
According to the SNI, which has just surveyed its members, 45% of respondents would even "prefer the winter sales being held throughout February." Although this does not (yet) represent a majority, it is a very significant increase compared to the SNI's pre-pandemic seasonal surveys, said SNI General Secretary Christophe Wambersie.
"This trend began during the health crisis," he told Le Soir, referring to the 2021 winter sales, which were extended until February because of the closures imposed on non-essential businesses. This opened the eyes of many entrepreneurs to the advantages of a later sales period, said Wambersie.
Clearing out unsold stock
As Wambersie pointed out, the reason for the existence of the sales period is to clear out unsold items from previous collections before the weather turns warmer again. "Winter starts on 21 December, so a large proportion of stocks are not yet sold out when the sales start at the beginning of January."
Benoît Rousseau, the legal director of the employers' federation, called it "absurd" to offer discounts on winter clothing in January when the cold has only just begun. "The longer sales are postponed, the more they fulfil their purpose of clearing out unsold stock."
On top of that, independent retailers cannot constantly offer discounts the way larger chain shops do. "They do not have the same margins or the same service policy as the major retailers," said Wambersie.
Still, the SNI survey showed that retailers are "deeply attached" to the sales period. A big problem, however, is the fact that Black Friday has spread far beyond the single day of sales after Thanksgiving.
The official start of the winter sales. Credit: Belga
It now sees the entire retail sector giving discounts for the entire week (or even month) preceding it. Therefore, moving the sales period to February would enable independents to maintain their margins for longer – even if they would continue to engage in other discounts during the waiting period.
Another argument in favour of February sales is that the multiplication of these discount periods has helped to change the way retailers perceive sales, said Rousseau.
"Previously, they were very attached to the month of January, which enabled them to pay for their orders for the spring collections," he said. "But with the increase in promotions, their mentality has changed: they know that they will continue to sell in January without the sales and that it can hold them over until February."
Still, there is not yet a majority in favour of moving the sales, according to Wambersie. "Sales in January are still a habit. But moving them to February would not be sacrilege at all, and retailers would quickly benefit."
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However, other federations of independents and SMEs, such as the Union des Classes Moyennes (UCM), are not in favour, arguing that the January sales should remain "a barometer of the state of health of the retail sector."
"February is a bad month for commerce. Postponing the sales by a month would do nothing to help. What's more, the climate argument does not hold up: it is warmer on average in February than in January," said UCM spokesperson Isabelle Morgante.
For Comeos, which represents the major retail chains, changing the calendar is also out of the question. "In previous years, the absolute majority of our members in the fashion sector have come out clearly in favour of keeping the sales period in January."
Federal Minister for the Self-Employed David Clarinval shared this view but acknowledged that "the subject is a delicate one," given the difference in vision between federations. For Economy Minister Pierre-Yves Dermagne, "a reform of the sales system can only be envisaged by taking the pulse of all the parties involved."
