Sales Season: How to Do It the French Way and Where to Shop This Season

In France, les soldes aren’t just a marketing tactic — they are a regulated cultural institution with roots going back nearly two centuries. Unlike open-ended discount seasons in other countries, the French system has evolved into a well-defined rhythm of annual price reductions, shaped by history, law and tradition.

The concept of official sales in France dates back to the early 1800s, emerging alongside the rise of department stores in Paris. Merchants such as those at Petit Saint-Thomas and later Le Bon Marché began offering marked price reductions to clear unsold stock and make room for new collections. Over time, this practice became widespread, embedding itself in the rhythm of French commerce and eventually requiring legal frameworks to ensure fairness and clarity for consumers.

Today, les soldes are governed by French law and occur only twice a year. These official sale periods — the winter (“soldes d’hiver”) and summer (“soldes d’été”) — are authorized and scheduled by government decree, and merchants must follow strict rules about when and how they advertise and apply discounts.

Winter sales traditionally begin on the second Wednesday of January at 8:00 a.m. and summer sales typically start on the last Wednesday of June at 8:00 a.m. and run for four weeks. These dates are consistent across most of metropolitan France, though overseas territories and border regions may have adjusted calendars.

For many French consumers, les soldes are more than a chance to save — they are a seasonal ritual. Department stores, small boutiques and fashion houses alike participate, with deep discounts growing throughout the weeks. The early days often bring the best selection, while later weeks can offer the steepest reductions.

While global events like Black Friday have introduced new forms of discount culture to France, les soldes remain a uniquely French tradition, governed by law and woven into the seasonal cadence of retail life.

To shop les soldes like a French local, pay attention to the official dates and plan ahead. Many French shoppers use the pre-sale period to scout items and sizes, then return on day one as stores mark down prices. Patience can pay off too, as discounts often increase as the sale progresses.

Whether visiting Parisian boulevards or exploring local boutiques, remember that les soldes are designed to balance opportunity for shoppers with fairness for retailers. By understanding their timing, rules and history, you can navigate them with the ease and intent of a seasoned francophile.

While les soldes are deeply rooted in French culture, they can also be experienced in Singapore through a curated selection of French brands available on So Chic. During this sales season, several of our members are offering exclusive promotions, allowing you to enjoy French savoir-faire while staying true to the spirit of the tradition.

In beauty, Clarins celebrates the season with a series of special offers, including generous gifts with purchase, Chinese New Year exclusives and online-only advantages for new customers. A perfect opportunity to discover or rediscover iconic French skincare rituals.

Fashion lovers can also enjoy exclusive So Chic offers, such as 10% off a first order at Juliette C, as well as seasonal sales and welcome discounts at Sephora, with up to 50% off selected items and 10% off a first purchase.

For those seeking exceptional deals on luxury brands, OnTheList is offering a 3-month complimentary Premium Membership to the So Chic community, giving access to private sales with discounts of up to 80% on prestigious fashion and lifestyle labels.

A curated way to experience sales the French way — combining tradition, quality and exclusive access.