The winter sales period for 2026 officially begins on Monday, January 12, and will last until Saturday, February 28, in line with current legislation. Through a circular, commercial bodies have informed retailers of the correct way to communicate discounts, stressing the need for transparency and proper consumer information.
Conditions and obligations for retailers
Participation in the winter sales remains optional, with no obligation for businesses to apply discounts. However, those retailers that choose to take part are subject to a strict regulatory framework designed to ensure market transparency and safeguard consumer rights.
Stores offering discounts must clearly display signage indicating that sales or promotions are underway. In addition, every discounted product must show two prices: the original price and the reduced price after the discount.
Guidance from the Consumers’ Workers’ Union
The Consumers’ Workers’ Union (EEKE) has issued a practical guide outlining what shoppers should look out for during the sales period, as well as their rights, in order to make safer and more informed purchasing decisions.
According to the union:
- During sales or promotions, the original price and the new reduced price must be clearly displayed at the point of sale for each product, along with the appropriate unit of measurement. Any announcement of a price reduction must indicate the prior price applied by the retailer for a specific period before the discount. The “prior price” is defined as the lowest price applied by the retailer during a period of at least 30 days before the reduction took effect.
- If a product has been on the market for less than 30 days, the prior price is considered to be the lowest price applied during the 10 days preceding the price reduction.
- In cases where the price reduction increases progressively, the prior price is defined as the price before the first application of the reduction.
- During sales, retailers may also display and advertise the percentage discount, in addition to showing the old and new prices. If discounted prices apply to more than 60% of all items on sale, the percentage discount must be displayed in shop windows and in any commercial communication. Where different discount rates apply to different product categories, the range must be indicated (for example, “from …% to …%”). In all other cases, retailers must state that discounts apply to selected items, specifying the relevant percentage.
- STOCK or OUTLET stores are required to display on their signage: (a) the old selling price, crossed out, and (b) the new reduced selling price, in a way that clearly distinguishes between the two. Displaying the percentage reduction is optional. During sales or promotional periods, these stores must show all intermediate prices crossed out, with the new reduced price highlighted, and may use only the terms “sales” or “offers” in any commercial communication.
- If discounts, promotions or any announcement of a price reduction are inaccurate or misleading in terms of the discount rate, prices, quantities of discounted products, or involve any form of concealment or deception, the retailer may face a fine of up to 2% of its annual turnover, with a minimum penalty of €20,000. If the same violation is repeated within five years, the maximum fine increases to 4% of annual turnover.
Two Sundays with open shops
During the sales period, shops will also be allowed to open on two Sundays, January 18 and January 25, with recommended opening hours from 11:00 a.m. to 6:00 p.m.
The winter sales traditionally offer consumers the opportunity to purchase clothing, footwear and essential goods at reduced prices, providing much-needed financial relief for households at the start of the year.
