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Explainer: Les soldes d’été, France’s regulated summer sales

Soldes, vente privée, promotion, démarque, rabais: How well do you know French sales jargon and the differences?

France’s summer sales began this week on June 22 Pic: Song_about_summer / Shutterstock

France’s sales – les soldes – generally last for four weeks at a time and take place in summer and at the start of the year.

Sale dates are strictly regulated in France.

Summer sales usually start on the last Wednesday of June. This year they began on June 22 and will last until July 19.

Read more: Summer sales start in France amid spending power uncertainty

However, in Alpes-Maritimes they run from July 6 until August 2 and in Corsica from July 13 to August 9.

The history of les soldes

The idea of having sales dates from the early 1800s in Paris, in a context when the first department stores were being set up.

The privileges of the corporations (trade guilds) which had regulated different trades under the ancien régime was abolished during the Revolu­tion, allowing for the first time merchandise of all kinds to be sold under the same roof.

Instead of haggling over prices, items were labelled at fixed prices on the shelves and customers walked around freely to choose from a large range.

One of the first was at the ‘Petit Saint-Thomas’, established in the early 1800s (exact dates differ depending on sources) near the Saint Thomas Aquinas Church at the junction of rue du Bac and rue de l’Université, on Paris’ south bank.

The department store idea meant keeping large amounts of items in stock and store manager Simon Mannoury, a Norman, is said to have come up with the idea of publicising summer and winter sales to sell off unsold items at cut-price to make room for new lines.

He is also said to have invented mail order, as well as some innovations which did not catch on, such as children’s donkey rides in the store...

The Petit Saint-Thomas sold mostly clothing and cloth, and un solde came from trade slang for a piece of unsold cloth sold at a reduced price (it can also mean ‘balance’ in the financial sense, eg. the amount left from a sum of money after payments have been made). The word is masculine, as opposed to la solde, meaning a soldier’s pay, though treating les soldes as feminine is a common mistake by French people.

The Petit Saint-Thomas closed in 1848 due to a rough economic patch, but the former manager of the shawl department went on to launch the famous grand magasin (department store) Le Bon Marché in 1852, which is still going strong and helped popularise les soldes.

How the sales work in France

Any items sold on sale must have been on sale at full price for at least one month before the sale period and the price tag should show the new price with the old price crossed out (unless the reduction is the same for all items and this is publicised in the shop).

Although sales are strictly twice a year, that does not apply to other schemes such as promotions and ventes privées

The biggest difference is that during these, shops may not actually sell at a loss. A promotion means offering a special price on certain items, for a short, limited period (as opposed to un rabais, which refers to a reduction because an item has a minor defect). 

A vente privée means inviting selected people in to browse reduced-price items, often aimed at holders of a store’s loyalty card, and either at special opening hours or in a reserved area of the store. 

They may not legally be called soldes privés (private sale) unless it is taking place during the formal sale period. There are also various membership-only websites offering online ventes privées.

Items on sale have the same guarantees as those sold at other times, for example, they must not have vices cachés (hidden faults that are not obvious, such as a machine that turns out not to work) and if they do, the shop should replace them or offer a refund.

On the other hand, shops may often be stricter on not refunding or exchanging sales items if you have simply changed your mind.

If you are looking for real bargains and are not too picky you might want to wait for later on in the sales, because prices are progressively reduced (which you should be able to see from the price tag).

In the first démarque (mark-down), they are generally reduced by up to 40% maximum, around a week to 10 days later there is a second one, with many items at 50% off, and then later still there is a third, with items at more than 50% off – though usually by this point there is less choice.

Unless you are desperate not to miss certain items you will probably want to hold off from going on the first very busy weekend of the sales and you could try instead going during the following week (if you work, in a lunch break or before or after work).

The rules on sales also apply to internet-based firms, and for internet purchases from French firms you also benefit from an automatic 14 days from receipt to return goods if you change your mind, whether they are on sale or not (some items are excluded, in­clu­ding ones that have been personalised, sealed cosmetics that have been opened and CDs, DVDs and software whose packs have been opened).

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