Nearly half of traders in Belgium (42%) have expressed a preference to move the summer sales from July back to August, according to a survey by the Neutral Syndicate for the Self-Employed (NSZ).
Especially in light of such a wet spring and many rainy days even after the start of summer, the discounts in July come too early for many shops. The Syndicate wants to discuss the timing of the sales period with the competent minister soon, by moving it to 1 August.
"Especially with such a wet spring, discounts in July simply come too early," the NSZ said in a press release.
As the seasons are increasingly blending into each other, the NSZ argues that it would not be illogical to push back the start of the sales period by a month. "Many retailers currently have the feeling that the summer collection has only just hit the shelves and they already have to sell everything at a discount."
Level playing field
Due to the rainy months, customers were not in the mood to buy summer clothes. Nearly all retailers (95%) certainly want to keep the sales period, but waiting another month would give them a little more margin. "At the right time, sales give an extra boost and the period also attracts shoppers from abroad."
However, the Belgian Fashion Union (Mode Unie) is not in favour of shifting the sales period, arguing that many factors must be taken into account. They also stressed that the status quo is "important to maintain a level playing field between self-employed people and large international chains."
