Timing and Tactics of Summer Sales in Antwerp, Belgium

When does the summer sale start in Antwerp, Belgium? Typically, the summer sales begin on the first Saturday of July, lasting for four weeks. For 2023, this meant the summer sale started on July 1st and ended on July 30th. However, for those looking ahead to the future, you can expect the next summer sale to kick off in early July 2024.

Strategic Timing

Considering the influx of tourists, it might be more strategic for shops to start their sales on a Tuesday, when visitors are expected to flood the city. Despite this, the traditional launch date remains the first Saturday of July.

Official vs. Creative Start Dates

The official start date for sales according to Belgium's Consumer Decree is July 1st. However, there are loopholes and creative workarounds that merchants employ to start their sales early:

End-of-Season Sales: Some shops mark items with "end-of-season" labels or use "pre-sale" labels to circumvent the official start date. Self-Organized 'Braderies': Shoppers can find special events organized by shops that allow for greater flexibility in announcing discounts. These 'braderies' often take place on the streets and offer immediate discounts. Deferred Discounts: Some stores might announce discounts early but do not apply them until the sale officially starts. Shoppers can reserve their purchases at discounted prices and pick them up after the blackout period.

This flexibility allows businesses to follow the letter of the law, yet still offer enticing deals to customers.

Limitations and Exceptions

While the main sale is officially launched on the first Saturday of July, there are notable exceptions, such as the braderie. These are local street events where shops can announce discounts and offer immediate sales. The official blackout period (a month before the sale) can be circumvented in these events.

Furthermore, if shops choose to ignore the law, they risk fines. Alternatively, they might use other official reasons to start sales early, such as stock clearance or disposing of excess goods.

Conclusion

The summer sale in Antwerp, Belgium, offers a mix of official dates and creative strategies to attract shoppers. While the first Saturday in July is the strict start date, understanding the nuances and exceptions can help tourists and locals make the most of this shopping period.