As the seasons become more blended, many traders in Flanders believe that postponing the start of sales until August would give retailers more margin. Despite this, nearly 95 percent of retailers want to retain the sales period as it provides an extra boost and attracts shoppers from abroad. Nico Volckeryck, regional director of Greater Antwerp at NSZ, supports this idea, stating that discounting summer clothes too early can impact sales to holidaymakers and tourists who still want to buy summer clothes.
Dinah Maes, owner of a clothing store with Danish fashion in Nationalestraat, also agrees with the idea of starting sales in August. She believes that moving the sales period could have a positive impact on her business and other retailers. Wim Billen of Sincerely Valentine in Antwerp city center shares this sentiment and suggests that the sales period for winter should also be moved to February to boost sales during that month.
However, Mode Unie is against the idea of postponing the sales period. The organization cites that the sales legislation is complex and must be treated with caution to maintain a level playing field between independent retailers and large international chains. A survey conducted by Mode Unie showed that there is no clear consensus on shifting the sales period, with 50 percent of retailers wanting to retain the current legislation.
The history of sales periods in Belgium dates back to 1991 when they started in the third week of July and January. This was later changed to 1 July and 3 January in 1993 based on surveys showing majority retailer support. Should the sales period be moved to August? The debate continues among retailers in Belgium as they weigh the pros and cons of changing their selling strategies.
