What: Winter sales performance disappoints French retailers with 13% drop, despite strong autumn start, as year-round discounting and digital competition transform shopping patterns.

Why it is important: This trend highlights the fundamental transformation of retail promotional calendars, as consumers adapt to continuous discounting and digital alternatives. French retailers report disappointing winter sales with a 13% decline compared to last year, according to the Fédération française du prêt-à-porter féminin.

This downturn comes despite an exceptionally strong start to the autumn-winter season, which saw a 24% increase in September sales. The contrast reflects a significant shift in consumer behavior, with shoppers increasingly influenced by year-round promotional events like Black Friday and continuous discounting from digital platforms such as Shein and Temu. Traditional retailers face mounting pressure as these platforms offer consistently low prices throughout the year, often below traditional sale prices. Industry representatives note that this transformation occurs amid broader economic uncertainties, with consumers showing more controlled spending patterns rather than traditional sale-driven impulse purchases.

IADS Notes: The reported 13% decline in winter sales reflects a fundamental shift in French retail dynamics. This trend is particularly notable when contrasted with department stores' performance in December 2024, which showed 5.8% growth despite challenging market conditions. The divergence suggests a transformation in consumer behavior, where traditional sales periods are losing impact due to year-round promotional activities. This is further evidenced by November 2024 data showing department stores achieving 6.1% growth while mass-market chains declined by 0.7%, indicating a polarization of the market. The success of digital platforms, as demonstrated by Amazon's dominance during Christmas 2024, highlights how continuous discounting and online competition are fundamentally altering traditional retail promotional calendars.

French end-of-season sales disappoint despite positive start of the season