Belgium has a long history of sales periods, dating back to 1991 when the first sale started in July and January. However, many traders in Flanders believe that the sales should not start until August as the seasons are becoming increasingly intertwined. Nico Volckeryck, regional director of Greater Antwerp at NSZ, agrees with this viewpoint and believes that delaying the start of sales until August would give retailers more margin. Despite this, nearly 95 percent of retailers want to retain the current sales period as it provides an extra boost and attracts shoppers from abroad.
Dinah Maes, owner of a clothing store with Danish fashion in Nationalestraat, supports the idea of starting sales in August. She believes that discounting summer clothes too early impacts sales to holidaymakers and tourists who still want to buy summer clothes. Wim Billen of Sincerely Valentine in Antwerp city center also agrees and suggests that the sales period for winter should 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 debate continues among retailers in Belgium as they try to find ways to optimize their profits while maintaining fair competition practices.