Sales, a French institution

Every year, the French impatiently await the summer and winter sales. These promotional periods have become a true commercial and cultural ritual. But where does this tradition come from? A look back at a fascinating history that dates back to the 19th century.

The birth of sales: Parisian department stores

The history of sales in France is closely linked to the rise of Parisian department stores. It was in the middle of the 19th century that the idea of selling goods at a reduced price to clear unsold stock began to take shape. Le Bon Marché, founded by Aristide Boucicaut in 1852, is often cited as the pioneer of this practice. Boucicaut revolutionized retail by displaying fixed prices, accepting returns, and organizing seasonal sales to refresh his collections.

Other department stores like Le Printemps (1865) and Les Galeries Lafayette (1893) would soon follow, popularizing these exceptional sales among an increasingly wide clientele.

A long-unregulated practice

For a long time, sales were not subject to any precise rules. Merchants could organize promotions at any time of the year, which created unfair competition and confusion for consumers. Some did not hesitate to artificially inflate prices before "reducing" them, a deceptive practice that harmed buyer trust.

Regulation: a law to frame the sales

It was the Royer Law of 1973 that laid the first foundations for a legal framework for sales in France. It defined sales as sales accompanied or preceded by advertising and announced as intended to accelerate the clearance of stock, through a price reduction.

The regulation was then refined by the law of July 5, 1996, and later by the Law for the Modernization of the Economy (LME) of 2008, which set the sale periods to two annual sessions: the winter sales (beginning on the second Wednesday of January) and the summer sales (beginning on the last Wednesday of June).

Sales today

Since 2020, the duration of sales has been reduced to four weeks per session, in order to restore their exceptional character and better protect merchants in the face of the proliferation of promotions throughout the year (Black Friday, flash sales, etc.).

Current rules are strict: discounted items must have been offered for sale and paid for at least one month before the start of the sales. The reductions must be genuine and calculated based on the lowest reference price charged in the 30 days preceding the sales.

Sales and fashion: an unmissable event

In the world of fashion, sales represent much more than a simple commercial opportunity. It is the ideal time to invest in quality pieces at more accessible prices—garments designed to last, made with care and noble materials. At ALTER EGO, we believe in responsible and timeless fashion: our pieces, hand-embroidered on natural fibers such as ramie and lyocell, are designed to last through the seasons, well beyond ephemeral trends.

Sales are thus the perfect opportunity to treat yourself to a thoughtful wardrobe by choosing artisanal creations that have meaning.

In summary

From the first Parisian department stores of the 19th century to modern regulations, sales in France have come a long way. Today governed by law, they remain a highlight of the French commercial calendar—and a great opportunity for fashion lovers to make wonderful discoveries.