When are the sales in Belgium? January and July dates, the pre-sales period and how an outlet differs
Looking for the Belgium sales dates? In short: there are two sales periods a year, in January and in July, and the month before each of them is a pre-sales period. This article explains what those rules mean, what to check when you buy shoes or clothes in the sales, and why an outlet like ours works in a completely different way.
Belgium sales dates: the two sales periods
In Belgium, the sales are regulated by the Code of Economic Law (Article VI.25 and following). There are two sales periods a year: one in January, after the holidays, and one in July, at the start of summer. The exact dates vary slightly from year to year; the FPS Economy publishes them each year on economie.fgov.be.
The sales are meant to clear the current season’s stock. You buy items that were previously on sale in the shop at the usual price, now at a lower one. Outside those two periods, a shop may not advertise its prices as sales.
The year at a glance:
- January: winter sales.
- The month before the summer sales: pre-sales period.
- July: summer sales.
- The month before the winter sales: pre-sales period.
What is the pre-sales period?
The pre-sales period, called période d’attente in French and sperperiode in Dutch, is the month before each sales period. During that month, shops may not announce price reductions on clothing, leather goods and shoes.
So the pre-sales period only covers those three sectors. A shop can carry on selling and set its own prices as it sees fit; what is prohibited is announcing a price reduction.
Where things stand in 2026
On 20 May 2026, the Council of State annulled fines that had been imposed on fashion chains in connection with the pre-sales period. The competent minister then announced that no more fines would be imposed. The rule itself has not been repealed: the pre-sales period is still in the law.
For our shop, nothing changes during the pre-sales periods. We never announce price reductions, because our prices are fixed all year. What you pay with us in the month before the sales is what you pay in January, July or October.
What to check during the sales
The sales can bring genuine bargains if you know what to look for. The most important rule concerns the price the reduction is compared with, and it applies whenever a shop announces a price reduction.
The reference price: the lowest price of the previous 30 days
When a trader announces a price reduction, it must be calculated from the lowest price that trader charged for the product in the previous 30 days (Article VI.18 of the Code of Economic Law). A shop therefore cannot raise a price just before the sales and then show a bigger reduction. If you have your eye on something, note its price a few weeks in advance so you can compare for yourself.
Practical tips
- Always try on both shoes, even when the price is tempting: a pair that pinches is never a bargain.
- Ask about the shop’s exchange policy. Exchanging an item in a physical shop is not a legal right, and many shops do not exchange during the sales.
- Keep your receipt. The legal guarantee still covers reduced items if a fault appears.
- If you need a common size, go early in the period; the choice shrinks as the weeks go by.
We set out the difference between sales, clearance and other ways of selling in our article outlet, sales and clearance: what is the difference.
Sales versus outlet
People often use sales and outlet interchangeably, but they are two different things. In the sales, a usual shop price goes down for a limited time. In an outlet, the price is lower from the start and stays that way: there is no usual price that applies first and then drops.
At Outlet Chaussures Bruxelles it works like this: we buy in bulk in Italy, directly from large retail chains, and sell those shoes in our shop in Brussels at discount prices. They are fixed, permanent prices, all year round. We do not hold sales, neither in January nor in July, and we run no temporary promotions either. Our page How our outlet works explains this in more detail.
| Sales | Our outlet | |
|---|---|---|
| When | January and July | Every day of the year |
| Price | Temporarily reduced | Fixed and permanent |
| Why cheaper | Clearing the season’s stock | Buying in bulk in Italy |
| Month before the sales | Pre-sales period: no announced reductions | The same prices as always |
| Reference price | Lowest price of the previous 30 days | No announced reduction, one fixed price |
| Choice | Shrinks as the period goes on | Wide choice of sizes, with regular new arrivals |
What will you find with us? Women’s, men’s and children’s shoes: sneakers and trainers, dress shoes, boots and ankle boots, sandals, plus Geox jackets. Our brands are Geox, Ecco, Naturino, Primigi, Valentino and Voile Blanche. Everything is new and comes in its original box.
Buying smart all year round
If you wait for the sales, you often buy a seasonal item when the season is already half over. With fixed outlet prices, you buy when you actually need something: sandals on the first warm days, boots as soon as the rain sets in. A few rules of thumb:
- Buy when you need the pair, not when a sign goes up.
- Come and try them on: sizes vary between brands and sometimes even between models.
- Take your time: an unhurried fitting means fewer wrong purchases.
- Look at the material, the sole and the finish, not just the price.
Our shop is at Place du Jeu de Balle 40, in the Marolles, right on the square of the daily flea market. We are open every day from 10 am to 3.30 pm, Sundays included; our article on our opening hours and the quietest times to visit helps you pick your moment. For getting here by metro, tram or bus, see our page Shop and directions.
You can read how our shop works from day to day in our article on our shoe outlet in Brussels. Or simply drop in after a morning at the Place du Jeu de Balle flea market and try on a few pairs at your own pace.
Frequently asked questions about the sales in Belgium
When do the sales start in Belgium?
There are two sales periods a year: in January and in July. The exact dates for the current year are published by the FPS Economy on economie.fgov.be.
What can a shop not do during the pre-sales period?
In the month before each sales period, shops may not announce price reductions on clothing, leather goods and shoes. They may still sell and set their own prices.
Does the pre-sales period still apply in 2026?
The rule is still in the law: it has not been repealed. However, on 20 May 2026 the Council of State annulled fines imposed on fashion chains, and the competent minister announced that no more fines would be imposed.
How can I tell whether a sales reduction is genuine?
The reduction must be calculated from the lowest price the shop charged for that product in the previous 30 days. Note the price of an item you want a few weeks in advance, and you can compare for yourself.
Does Outlet Chaussures Bruxelles hold sales?
No. We hold no sales and no temporary promotions: our outlet prices are fixed all year. What you pay in January is what you pay in October.
