Summer sales in Belgium start on 1 July

The summer sales period in Belgium begins on 1 July with stock levels similar to those of previous years.

About two thirds of retailers surveyed have reported that they have a large amount of stock that needs to be cleared over the coming week.

In order to clear these unsold items, the majority of shops will offer an initial 30% discount from the start of the sales period, whilst 15% of respondents said that they would apply a 50% discount straight away.

The summer sales - and those in January - are the only time of the year when Belgian retailers are legally allowed to sell products at a loss.

Retailers are approaching this promotional period with caution, following a spring of mixed sales and an unfavourable heatwave at the end of June, according to a survey published by the Neutral Union for the Self-Employed (SNI).

“The first half of the year was characterised by sales figures that were neither good nor bad, showing a slight decline compared with the same period in 2025,” said Cedric Tack, spokesperson for the SNI.

Tack emphasised that consumers’ concerns about their purchasing power, exacerbated by the crisis in the Middle East and inflation, have weighed heavily on the situation.

The weather has also had a negative impact on the retail sector.

“Many shopkeepers don’t have air conditioning, either due to a lack of funds or because they don’t own the premises,” the SNI explained.

“Customers have therefore avoided the high streets in favour of air-conditioned shopping centres.”

The organisation is calling on authorities to adapt high streets to climate challenges by incorporating more greenery, water features and shaded areas.