If you’re living in France, whether you’ve just relocated or have been here for years, one of the first cultural experiences you’ll encounter is sales season. Known as “les soldes”, these national sales are a major part of consumer life in France, with strict rules designed to protect shoppers from misleading pricing and encourage fair competition.
Understanding how sales work (and what your rights are) helps you shop confidently, avoid common pitfalls, and make the most of life in France.
Here’s what every expat should know.
Table of contents
What exactly are “Les Soldes” in France?
In France, sales are the only periods in the year when retailers are legally allowed to:
- Sell stock at a loss
- Clear inventory aggressively
- Advertise deep, nationally regulated discounts
These are not the same as promotions, flash discounts, or private sales.
Key characteristics of official sales periods
- Fixed dates: Summer and Winter sales have nationally defined start and end dates set by the Commercial Code.
- Duration: Typically 3–4 weeks.
- Advertising: Stores must announce their sales clearly and transparently.
- Stock limits: Only items already purchased by the retailer at least 1 month before the sale can be discounted.
For expats accustomed to year-round discounts in the US or UK, these rules may feel strict, but they were designed to prevent pricing manipulation and ensure real savings.
Sales vs. other discounts: What’s the difference?
Outside the official sales periods, retailers can still offer:
- Promotions
- Flash discounts
- Private sales
- Loyalty-member offers
But these cannot be below cost price.
Only official sales (“soldes”) allow below-cost selling.
How prices must be displayed (Important consumer protection rule)
Since 28 May 2022, a new EU directive (the “Omnibus Directive”) strengthened price transparency laws across France.
Retailers must now display:
➡️ The lowest price charged in the previous 30 days
This prevents fake discounts, a common issue in many countries where prices are temporarily inflated before being “slashed”.
If a store increases prices before sales to create a false discount, this is illegal, and the DGCCRF (France’s consumer watchdog) can issue substantial penalties.
Similarly:
- A store must apply the advertised discount at the checkout
- Sale items must be clearly separated from full-price goods
- The price reduction must be genuine and verifiable
For anyone shopping during the soldes in France, this makes the experience far more transparent.
Your rights during sales in France
Many expats worry that buying during sales means giving up consumer rights. Fortunately, that’s not the case.
Sale items carry the same legal guarantees as full-price items:
- Guarantee against hidden defects (vice caché)
- Legal conformity guarantee (garantie légale de conformité)
- After-sales service requirements
Shops cannot legally claim: “No returns or exchanges during sales.” This phrase is abusive and prohibited under French consumer law.
When can a seller refuse a return?
Only when:
- The item has no defect,
- And the store does not offer commercial returns (which many large brands, however, do).
By law, if a product is faulty, damaged, or not as described, the seller must refund, repair, or replace it, sale or not.
Online sales in France: Your rights as an online shopper
Online shopping in France follows the same sales rules as physical stores, and gives you additional rights.
When buying online, consumers have:
➡️ 14 days to return an item (right of withdrawal)
- You don’t need a reason
- Applies whether the item was on sale or full price
- Seller must refund within 14 days of receiving the return
This makes online shopping in France particularly safe, especially for expats who may be unsure of sizing or fit.
Tips for expats shopping during sales in France
Here are a few practical insights from expats who’ve lived the experience:
- Plan ahead: Popular items go quickly, especially in the first week.
- Know your rights: Don’t let retailers refuse returns on damaged items, it’s illegal.
- Compare prices: Check the price history online; French price-comparison tools make this easier.
- Keep receipts: Essential for warranties and returns.
- Check store policies: Some brands offer extended return windows, even during sales.
If you’re new to France, shopping during the soldes can be a fun (and very French) experience, but also a great way to keep living costs in France under control.
Final notes
Whether you’re newly arrived or have been living in France for years, understanding how sales work, and what rights you have as a consumer, helps you shop smartly and confidently.
The soldes remain an important part of life in France: a moment when brands clear stock, shoppers find great deals, and the country feels collectively “on sale”.
And for expats navigating a new culture (and a new cost of living), being informed is one of the easiest ways to feel at home.
Updated in November 2025
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