Sales periods in Europe
Would you like to take advantage of the sales in a neighbouring country? The European Consumer Centre France offers you an overview of the sales dates, shop opening times, VAT rates and national currency in each European Union country as well as in the United Kingdom, Norway and Iceland. You can also follow our practical advice if you buy a defective item on sale or if you want to withdraw from the contract.
“Les soldes”: France’s main sales periods
There are 2 main sales periods of a maximum duration of 4 weeks in winter and summer. The dates are decided by each French department by order of the Prefect. Beginning and ending dates are fixed and compulsory for all sellers.
French winter sales
Winter sales usually start the 2nd Wednesday of January at 8am (or on the 1st Wednesday if the second Wednesday after the 12th of January).
French summer sales
Summer sales usually start the last Wednesday of June at 8am (or the Wednesday before, if the last Wednesday is after the 28th of June).
In 2026: the winter sales start Wednesday, January 7th, and last for 4 weeks, (i.e until Tuesday, February 3rd). Some departments and overseas have other sales periods and a derogation for other dates.
Online sales in France
The sales periods in e-commerce are the same as the national dates for shops. Therefore, even a seller situated in another country has to respect the official dates if they target French consumers.
If the seller is situated in a French department with different dates, the website must respect the national dates, not the ones of its department.
Outside these periods, sellers can advertise price reductions but without using the word sale, as long as they do not sell below cost (see below “other sales” and also eur-lex.europa.eu).
know: For online sales you may benefit from a right to withdraw from your purchase. More information in our article on cooling off.
Good to know: For online sales you may benefit from a right to withdraw from your purchase. More information in our article on cooling off.
Good to know: As of 2014, there are four different VAT rates in France.
- The standard rate of 20%
In 2014, the standard rate rose from 19.6% to 20%.
The standard rate applies to all taxable transactions for which no other rate is expected.
- The reduced rate of 10%
Prior to 2014, certain products and services were subject to a 7% VAT. This rate has since increased to 10%.
This is the case for food service, accommodation services, some cultural services like books and television, and transport services (air, sea, rail and road). Only some activities are sold with the reduced VAT of 5.5 % (eg. entries to cinemas and performing arts like circuses, theatres and concerts). The special Corsican rate rose from 8% to 10%.
- The reduced rate of 5.5%
Various products and services are concerned, such as water and soft drinks; products intended for human consumption; special equipment for disabled persons as well as services provided to them; medical equipment; and recurring household expenses, such as the supply of electricity with a maximum power exceeding 36 kilovolt-amperes, heat energy, natural gas fuel, and heat supply.
- The specific rate (“super reduced”) of 2.1%
Among the sectors subjected to this rate you can find pharmaceutical products (especially drugs reimbursed by social security), newspapers and periodicals, TV licences… The VAT rate for online press is the same as for written paper press at 2.1%. On some products, such as certain medicines, the rate is as low as 0%.
Legal guarantees during “sales”
Limiting the legal guarantee of conformity on items sold during “sales” is subject to very strict conditions. Shopkeepers still have to respect specific legal rules during sales periods. The customer has the same rights as usual concerning manufacturing defects and after-sales service. This implies that the shopkeeper is obliged to exchange or to reimburse an item that has a hidden defect (a defect you could not see when you bought the product) or which does not conform to the order (see our article on guarantees in France).
An indication that “Goods can neither be returned nor exchanged” can only refer to items which have been specifically indicated as faulty, or to those which are normally exchanged only as a goodwill gesture. If you buy faulty goods without being alerted, your rights to after-sales service still apply. In any case, always be careful when buying goods on sale and inspect them thoroughly!
Price indications during sales in France
In the shop, the distinction between reduced and non-reduced items must be made clearly visible to the consumer, otherwise this practice could be considered as misleading advertising. However, a general indication is enough if the discount or the new price is the same for all the goods, for instance, a 10% discount on all the items in a certain shelf.
The following pricing details should appear clearly on the label:
- The previous price has to be crossed out (this price has to be the lowest one that was indicated within the last 30 days before the sales)
- The new price
- The total amount of the discount
The basis price has to be available also for factory outlets and sales via internet. They may indicate the basis price using two methods:
- Either the dealer chooses to set the basis price to the lowest value the item has experienced within the last 30 days preceding the sale (it may also refer to a similar item), or he maintains the recommended retail price given by the manufacturer or importer.
- In case there is neither a recommended retail price nor a similar item available, the dealer might refer to a price that has been suggested beforehand and which can actually date up to three years.
Nevertheless, the customer has to be made aware of where the basis price has its origins and the store as well as the website has to be able to prove that the basis price is a realistic one.
Other sales in France
Shops can offer discounts and organise clearance sales at any time as long as they respect certain obligations for clear information of their customers.
Clear information
- about store cards: In France, whenever a shop advertises a discount, there has to be an advertisement inside the point of sale to inform customers about the terms and conditions. Store cards are included since very often only card owners can benefit from the discounts which are being offered. The exact conditions concerning those special discounts must be available: for example, there might be discounts exclusively available to a certain age group. So before signing up for a store card, ask for the main characteristics and check if this card is useful for you.
- In case of a clearance sale along with the catchword “everything MUST go”, the advertising has to be stopped as soon as the concerned stocks have run out.
Seasonal sales in Europe
In order to get an overview of the sales periods, currency, VAT and opening hours in each Member state, see below.
Winter sales: January 3rd until January 31st.
If January 3rd is a Sunday, the winter sales start on Saturday, January 2nd.
Summer sales: July 1st until July 31st.
If July 1st is a Sunday, the summer sales start on Saturday, June 30th.
Currency: Euro
VAT: 21%
Reduced VAT rate of 12% (e.g. restaurant services, excluding drinks) and 6% (e.g. medicine, books, basic food items and cultural/social services).
Shops’ opening hours:
- Monday-Friday: 9:30/10am – 6/6:30pm; shopping centres 10am – 8pm
- Saturday: 9:30/10am – 6/6:30pm; shopping centres 10am – 8pm
- Sunday: closed, except for some tourist areas
Tourist information: visitbelgium.com
There is no fixed period for sales. Sales can take place all year round.
Winter sales: generally begin in January and last until February.
Summer sales: generally from July to August.
Currency: Euro
VAT: The standard tax rate is 20%.
A reduced VAT rate of 10% applies to certain goods/services (food, medicines, books, etc.).
Shop opening hours authorised by law: Monday to Friday from 5am to 9pm, Saturday until 6pm.
Actual shop opening hours vary, but generally run from 9am to 6pm (grocery shops from 8am), and on Saturdays until 1pm or 5pm. Some small shops in railway stations are open later.
VAT refunds
Tourists living outside the EU are entitled to a VAT refund on purchases over 75 euros. A special form (tax refund form) must be handed in at the shop, the goods must be exported within three months and the export must be confirmed by a stamp from the EU border customs office. More information at www.wko.at/
Winter sales: No set period. Usually from January until February.
Summer sales: No set period. Usually from July until August.
Currency: Bulgarian lev (BGN)
VAT: 20%
A reduced VAT rate of 9% is applied to hotel accommodations.
Shops’ opening hours:
- Monday-Saturday: 10am – 9/10pm
- Sunday: closed; shopping centres 10am – 9/10pm
Tourist information: bulgariatravel.org
Winter sales: Begin December 27th (can last maximum 60 days).
Summer sales: Begin July 1st (can last maximum 60 days).
Currency: Euro
VAT: 25%
There are two reduced VAT rates of 13% (e.g. cafes, restaurants, certain food, concerts etc) and 5% (e.g. bread and milk products, books, medicine, cinema tickets).
Shops’ opening hours:
- Monday-Friday: 9am – 7pm
- Saturday: 9am – 3pm
- Sunday: closed; stores and shopping centres may be open 16 or more Sundays per year. They can choose which Sundays.
Tourist information: croatia.hr
Winter sales: No set period. Usually during January.
Summer sales: No set period. Usually during July.
Retail shops are permitted to carry out their sale periods at any point throughout the year at their discretion.
Currency: Euro
VAT: 19% on goods and services. On some products and services VAT varies between 5% and 9%.
Shops’ opening hours:
Retail store hours vary depending on the type of store and the area. In general, stores are open at the following times:
- Monday-Saturday: 7am – 9pm
- Sunday: 11am – 2pm/10pm
Some stores remain closed at lunchtime on Wednesdays and Saturdays and completely closed on Sundays, although in most tourist areas of Cyprus stores and supermarkets remain open late into the night and on Sundays.
Tourist information: visitcyprus.org.cy
Winter sales: No set period. Usually around Christmastime.
Summer sales: No set period.
Currency: Czech crown (CZK)
VAT: 21%
Shops’ opening hours:
- Monday-Friday: 9am – 5pm; in Prague city centre shops close later
- Saturday: 8am – 11:00; in Prague city centre shops can be open all day
- Sunday: closed, except for Prague city centre
Generally, shopping malls and chain stores are open 24/7.
Tourist information: czechtourism.com
Winter sales: From the 27th of December or beginning of January until the end of February.
Summer sales: From the beginning of June until the end of August.
Currency: Danish crown (DKR)
VAT: 25%
Shops’ opening hours:
- Monday-Friday: 9/10am – 5:30/6pm; Friday 7/8pm
- Saturday: 9/10am – 1/2pm; major cities 9/10am – 5pm
- Sunday: closed, except for larger stores and department stores
Tourist information: visitdenmark.com
Winter sales: No set period. Usually after Christmas until February.
Summer sales: No set period. Usually from the end of June until the end of August.
Currency: Euro
VAT: 22%
The VAT will increase to 24% beginning July 1st, 2025. The reduced VAT will increase from 9% to 13%.
Shops’ opening hours:
- Monday-Friday: 10am – 7pm; shopping centres 10am – 9pm
- Saturday: 10am – 5pm; shopping centres 10am – 7pm
- Sunday: closed; shopping centres 10am – 7pm
Tourist information: visitestonia.com
Winter sales: No set period for sales. Usually January to early February.
Summer sales: No set period for sales. Usually from mid-June to mid-July.
Currency: Euro
VAT: 24%
The VAT will increase to 25.5% beginning in 2025. There is also a 14% subsidized VAT rate for some products including books, restaurant and catering services, etc.
Shops’ opening hours:
- Monday-Friday: 9am – 9pm
- Saturday: 9am – 6pm
- Sunday: closed; shopping centres 12pm – 6pm
Grocery stores and supermarkets are open seven days a week and may open as early as 7am and may stay open until 9pm – 11pm. There are also some large 24-hour convenience stores and grocery stores.
Tourist information: visitfinland.com
See above
Winter sales: No set period for sales. Usually begins at the end of January/beginning of February.
Summer sales: No set period for sales. Usually begins at the end of July/beginning of August.
Currency: Euro
VAT: 19%
A reduced VAT of 7% applies to items such as food, books, and admission to cultural events.
Shops’ opening hours:
- Monday-Saturday: Normally 9am -7pm. In individual federal states, other times are legally permitted: e.g. 12am – 12pm (Baden-Wuerttemberg, North Rhine-Westphalia, Berlin); 6am – 8pm (Bavaria); 6am – 10pm (Saxony) etc.
- Sunday: closed
In some states shops can be open a certain number of Sundays. In most federal states, four Sundays a year are permitted.
Tourist information: germany-travel.de
Winter sales: From the second Monday of January until the end of February.
Spring sales: May 1st-10th.
Summer sales: From the second Monday of July until the end of August.
Autumn sales: November 1st-10th.
Currency: Euro
VAT: 24%
Reduced VAT of 13% for select food items, some non-alcoholic beverages, restaurant and catering services, etc.
A further reduced rate of 6% for books, theatre and concert tickets, etc.
Shops’ opening hours:
- Monday-Friday: 9am – 9pm
- Saturday: 9am – 3pm
- Sunday: closed, except for seven Sundays a year from 11am – 8pm:
The first Sunday of each of the above 4 sale periods
The two Sundays before Christmas
- One Sunday before Easter
Tourist information:
Winter sales: No set period for sales. Usually start in January.
Summer sales: No set period for sales.
Currency: Forint (HUF)
VAT: 27%
Reduced rate of 18% for some food items and open-air music events.
There is also a further reduced rate of 5%, which applies to certain basic food items, pharmaceuticals, books, hotel accommodations, restaurants, etc.
Shops’ opening hours:
- Monday-Friday: 10am – 6pm; shopping centres until 9pm
- Saturday: 9/10am – 1/2pm; shopping centres 10am – 9pm
- Sunday: closed; shopping centres 10am – 6pm
Tourist information: visithungary.com
Winter sales: No set periods for sales. Usually begin in January
Summer sales: No set periods for sales. Usually begin in July.
Currency: Icelandic Crown (ISK)
VAT: 24% on most products. Reduced VAT of 11% for newspapers, hotel accommodation, etc.
Shops’ opening hours:
- Monday-Friday: 9/10am – 6/7pm; shopping centres 10/11am – 6/8pm
- Saturday: 10am – 4/5pm
- Sunday: closed; shopping centres 12pm-5/6pm
Tourist information: iceland.is
Winter sales: No set period for sales. Usually after Christmas until the end of January.
Summer sales: No set period for sales. Usually from June to August.
Shops are free to hold sales at any time of year.
Currency: Euro
VAT:
- 23% is standard rate.
- 13.5% special reduced rate for tourist related activities including restaurants and hotels.
- 0% rate for books, children’s clothes and shoes.
Shops’ opening hours:
This can vary as shops may open whenever they want. The typical opening hours are:
- Monday-Wednesday & Friday-Saturday: 8/10am – 5/7pm; shopping centres 9am – 7/8pm
- Thursday: 8/10am – 8/10pm; shopping centres 9am – 9/10pm
- Sunday: 10/11am – 5/7pm; shopping centres 10am – 7pm
Tourist information:
Winter sales: Regulated regionally, usually from the beginning of January until the end of February or the beginning of March.
Summer sales: Regulated regionally, usually from the first week of July until mid/end of August. In Puglia and Sicily, summer sales end on September 15.
Currency: Euro
VAT: 22%
Reduced rate of 10% (e.g. hotel accommodation, drinks in bars and cafes) and 4% (e.g. some books, some food).
Shops’ opening hours:
- Monday-Saturday: 9am – 8pm (shops in Italy usually close around lunch time; 1pm – 3pm)
- Sunday: closed; open in tourist areas from 10am to 8pm and shopping centres from 10am to 10pm
Tourist information: enit.it
Winter sales: No set period. Usually happen in January.
Summer sales: No set period. Usually happen in June.
Currency: Euro
VAT: 21%
Reduced rate of 12% for infant food products, books, hotel accommodation, etc.
Shops’ opening hours:
- Monday-Friday: 10am – 7pm
- Saturday: 10am – 5pm
- Sunday: closed
Shopping centres are often open seven days a week from 10am – 9pm.
Tourist information: latvia.travel/lv
Winter sales:No set period. Usually January 1-31, but may be extended until the end of winter.
Summer sales: No set period. Usually July 1-31, but may be extended until the end of the summer.
Mid-season sales are also allowed.
Currency: Euro
VAT: 21%
A reduced rate of 9% is available for hotels, books, and domestic passenger transport. A further reduced rate of 5% is applied to newspapers, pharmaceutical products, etc.
Shops’ opening hours:
- Monday-Saturday: 10am – 6/8pm
- Sunday: closed
Shopping centres are often open seven days a week from 10am – 9pm.
Tourist information:
Winter sales: The winter sale usually begins in late December/early January.
Summer sales: The summer sale usually starts at the end of June/beginning of July.
The law foresees two sales periods per year which are annually fixed. One period cannot be longer than one month.
In 2025 the summer sale will begin June 27th and end July 26th.
Currency: Euro
VAT: 17%
There are four reduced VAT rates: 14% (select wines, laundry and cleaning materials, etc.), 8% (cut flowers and ornamental plants, household planning, hairdressing services, etc.), 3% (food products, children’s articles, books, etc.).
Shops’ opening hours:
- Monday-Saturday: 9am – 6/7pm; shopping centres usually from 8am-8pm.
- Sunday: generally closed; however, shops are increasingly open on Sundays (“ouvertures dominicales”, exact dates can be found on the internet)
Tourist information: lcto.lu
Winter sales: No set period. Usually begin after Christmas and last until February.
Summer sales:No set period. Usually begin mid-July and last until the end of August/September.
Seasonal reductions can be found throughout the year.
Currency: Euro
VAT: 18%
On certain products and services VAT varies between 0% and 7%.
Shops’ opening hours:
- Monday-Friday: 9am – 1pm/4pm – 7pm; certain shops and larger shopping centres remain open during the afternoon from 10am to 7/10pm
- Sunday: closed, except in tourist areas during summertime and Christmastime/public holidays
Tourist information: visitmalta.com
Winter sales: No set period. Usually in January.
Summer sales: No set period. Usually in July & August.
Currency: Euro
VAT: 21%
9% VAT for hairdressers, bike repair shops, food, pharmaceuticals, and books.
Shops’ opening hours:
- Monday-Friday: 9am – 6pm; larger cities until 9pm
- Saturday: 9am – 5pm
- Sunday: 12pm – 5pm in larger cities; some city centres are open one Sunday per month
Tourist information: holland.com
Winter sales: No set period. Usually start December 27th or in January.
Summer sales: No set period. Usually start in late June and are over at the end of July.
Currency: Norwegian Crown (NOK)
VAT: 25%
15% for food and beverages. 11.1% for raw fish. 6% for certain cultural and sporting activities.
Shops’ opening hours:
- Monday-Friday: 9/10am – 5pm; shopping centres 10am – 9/10pm
- Saturday: 9am – 3/5pm; shopping centres: 10am – 6pm
- Sunday: generally closed, except for shopping centres during Christmastime
Tourist information: visitnorway.com
Winter sales: Usually from the beginning of January until mid-February.
Summer sales: usually start at the end of June.
Currency: Polish Zloty (PLN)
VAT: 23%
Reduced rate of 8% for some food, pharmaceutical products, child’s car seats, etc.; 5% for books and some food.
Shops’ opening hours:
- Monday-Friday: 10am – 7pm; shopping centres 10am – 10pm
- Saturday: 10am – 3pm; shopping centres 10am – 10pm
- Sunday: normally closed, except for select Sundays
Tourist information: poland.travel
Winter sales: No set period. Usually take place after the season is over and can last until the end of February.
Summer sales: No set period. Usually take place after the season is over and can last until the first week of September.
The law only allows for a maximum of four months of sales per year.
Currency: Euro
VAT : 23%
Reduced rate of 13% for some food, restaurant and café services, wine, etc. and 6% for some food, water, pharmaceutical products, children’s diapers, etc.
Shops’ opening hours:
Shops have free opening hours, however municipalities can reduce opening hours for various reasons. Traditionally, shops are open:
- Monday-Friday: 9/10am – 7pm (some shops close for lunch; 1pm – 3pm)
- Saturday: 10am – 1pm (from January-November); in December, shops are usually open on Saturday afternoons
- Sunday: closed except for some Sundays in December; shopping centres 10am – 12pm
Tourist information: visitportugal.com
Winter sales: 15th January – 15th April
Summer sales: 1st August- 15th October
Currency: RON
VAT: 19%
Reduced rate of 9% for certain types of food and beverage, hotel accommodation, cut flowers, etc. and 5% for books, admission to amusement parks, etc.
Shops’ opening hours:
- Monday-Saturday: 9am – 6pm
Shopping centres are open until 10pm seven days a week.
Tourist information:
Winter sales: No set period. Usually after Christmas.
Summer sales: No set period. Usually after summer season.
Currency: Euro
VAT: 20%
10% for selected food products (milk, butter, meat, bread), books, accommodation services, etc.
Shops’ opening hours:
- Monday-Friday: 9am – 6pm
- Saturday: 9am – 12/1pm
- Sunday: closed
Shopping centres are open seven days a week: 9/10am – 9/10pm
Tourist information: slovakia.travel
Winter sales: No set period. Usually start in the first half of January.
Summer sales: No set period. Usually start in the middle of June or later.
The sales period lasts around three weeks in both summer and winter; in some cases, up to a month.
Currency: Euro
VAT: 22%
Reduced VAT of 9.5% for food, books, passenger transport, restaurant/catering services, etc. and 5% for newspapers and some books.
Shops’ opening hours:
- Monday-Friday: 8/9am – 8/9pm (shopping centres/supermarkets); some smaller shops close earlier at 6pm
- Saturday: 8am – 8/9pm (shopping centres/supermarkets); 9am – 1/3pm (smaller shops)
- Sunday: closed; only shops with a sales area of up to 200 square meters are allowed to open on Sundays
Tourist information: slovenia.info
Winter sales:Usually begin January 7th, although some cities, such as Madrid, may begin their winter sales earlier on January 1st. Depending on the region, the length varies and may last until the end of March.
Summer sales: Usually from July 1st until the end of August. Depending on the region, the summer sale may last until the end of September.
In both cases (winter and summer sales): According to current legislation (article 25 of Law 7/1996, on the organization of retail trade), each establishment is free to choose the period and duration of the sales throughout the year. The period of sales must be displayed in the shop in a location visible to the public, even when the shop is closed.
Currency: Euro
VAT: 21%
Reduced rate of 10% for some food, restaurant and catering services, nightclubs, hotel accommodation, etc. and 4% for some food, some books, some pharmaceutical products, etc.
Shops’ opening hours:
- Monday-Saturday: 9/10am – 1/2pm and from 5-8/9pm
In tourist areas and during high season, shops are usually open until 10pm.
Shopping centres: Open seven days a week from 10am – 10pm (depending on the Autonomous Community).
The Spanish legislation establishes that businesses may develop their activity at least 90 hours during the working days of the week and a minimum of 16 Sundays and holidays per year.
Tourist information: www.tourspain.es
Winter sales: “Mellandagsrea” usually begin on December 25th.
Summer sales: Usually begin the week before Midsummer and last until the first half of July (depending on the economic sector and geographical region).
Good to know:
- There are sales throughout the year, not just advertised as “summer” or “winter” sales. There are also “mid-season” sales.
- Look for special signs that indicate sales. “REA” indicates a sale; “Extrapris”, used along with red price labels, indicates discounts of at least 10%; and “Fynd” indicates special offers.
Currency: Swedish Crown (SEK)
VAT: 25%
Reduced rate of 12% for some food, non-alcoholic beverages, clothing, etc. and 6% for books, admission to cultural events, use of sporting facilities, etc.
Shops’ opening hours:
- Monday-Friday: 9:30am – 6pm
- Saturday: 9:30am – 2/4pm
- Sunday: closed; some department stores 12pm – 4pm
In larger towns, department stores remain open until 7pm or longer. Shops usually close earlier on days before public holidays.
Tourist information: visit-sweden.com
Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Innovation Council and Small and Medium-sized Enterprises Executive Agency (EISMEA). Neither the European Union nor the granting authority can be held responsible for them.
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