When do the summer sales start in Belgium? 2025 Calendar, legal rules and savvy shopping tips
Every year the same question pops up: when do the summer sales start in Belgium?
Knowing the exact dates and the rules behind them lets you plan purchases, avoid fines if you are a retailer, and grab the biggest discounts from day one. Here is everything you need for 2025 and beyond.
Official dates of the Belgian summer sales (2025)
Under Belgian law the summer sales run from 1 July to 31 July inclusive.
If 1 July falls on a Sunday, the kick-off shifts to 30 June.
For 2025, 1 July is a Tuesday, so the sales will run the full 31 days.
Why do these dates (almost) never change?
Belgium’s Economic Law Code sets the framework:
- Protect consumers one clear, transparent discount window.
- Keep competition fair prevent large chains from undercutting small shops too early.
The blackout period: three quiet weeks before the rush
From 11 June to 30 June sellers may no longer advertise discounts on clothing, shoes or accessories. This is the blackout period.
Promotions remain allowed in other sectors (DIY, tech, furniture…), but fashion markdowns must stay under wraps.
Private sales & “friends-only” promos: what is allowed?
- Private sales to loyalty-card holders are tolerated as long as they are not publicly promoted.
- Multi-buy discounts (e.g. “20 % off 2 items, 30 % off 3”) on fashion must also stop during the blackout.
Online summer sales: same calendar, same rules
Belgian e-commerce sites must respect the same dates as physical stores no official markdowns before 1 July.
Foreign platforms may run earlier deals, but Belgian consumer protections apply only to merchants based in Belgium.
Tips to make the most of the summer sales
1. Plan your list and budget
Take stock of your wardrobe or tech needs and set a spending cap. Goodbye impulse buys, hello clever deals.
2. Track prices before 11 June
Check items you like before the blackout period. Note the price so you can verify the real discount on 1 July.
3. Aim for the first and the last days
- 1 July: full stock, modest reductions (20–30 %).
- Final week (24–31 July): deeper cuts (50 % or more) but limited sizes and colours.
4. Check the returns policy
Sold items enjoy the same legal guarantee in Belgium as full-price goods. Keep the receipt!
5. Buy responsibly
Favour quality, timeless pieces and local shops. Fewer wasteful purchases, more durability.
Quick FAQ on Belgian summer sales
| Question | Short answer |
|---|---|
| When do the summer sales start? | 1 July (or 30 June if 1 July is a Sunday). |
| How long do they last? | One month, until 31 July. |
| Do Belgian webshops follow the same dates? | Yes, identical calendar and restrictions. |
| Can I return sale items? | Yes, legal guarantees still apply. |
Conclusion
Knowing when the summer sales start in Belgium and the rules around them is key to scoring genuine bargains.
Mark your calendar: Tuesday 1 July 2025. Build your wishlist now, be patient during the blackout, and hit Belgian stores (or sites) the moment the flag drops!