Retailers disappointed by January sales

Belgium’s retail sector has reported a mediocre winter sales period, with the first weekend of the annual promotion season described as "good" but subsequent momentum quickly fading.

The Neutral Union for the Self-Employed (SNI) blamed the disappointing results largely on "very unpredictable weather and a public that is increasingly accustomed to discounts throughout the year and for whom the sales are no longer an event".

“The snowfall, the unpredictable weather, websites offering more attractive promotions than small shops - now we have to do more massive clearance sales,” Namur retailer Laure Nélis told RTBF.

Several retailers also pointed to strikes and demonstrations as reasons for a poor winter sales period.

“Nearly 70% of retailers surveyed say they are dissatisfied or very dissatisfied. Worse still, no one said they were very satisfied,” reads the conclusion of SNI’s survey conducted among its members and retailers’ associations.

At the end of January, stocks were still high for most outlets, according to SNI. More than half of retailers (55%) ended the month with more than 30% of their stock remaining. And for three out of 10 retailers, more than half of their winter collection was not sold.

As a result, among retailers who already ordered their new summer collection, six out of 10 said purchased less than last year and 45% are choosing to keep unsold clothing for future sales or a round-number pricing period.

The dates of Belgium’s winter sales period are set by law. Traditionally, the season ends on 31 January, but many retailers argue that the promotional season should be extended or at least reviewed.

“This year, sales are down 36% compared to other sales periods,” Christophe Pirlot, a retailer in Namur, told RTBF.

“The best thing would be to hold sales at the end of the season - in March for the winter sales, followed by a clearance sale in April or May. The summer sales could be postponed to September or October.”