When are the 2026 sales in Belgium? Everything you need to know

In Belgium, sales are legally mandated, and will remain so until 2026. Whether you're a bargain hunter or just looking to freshen up your wardrobe or home, it's useful to know exactly when the sales periods are and what rules apply.

The official sales dates in 2026

In 2026, the two sales periods according to Belgian law are:

  • Winter sales : from 3 January to 31 January .

  • Summer sales : from 1 July to 31 July .

Please note: if January 3 or July 1 falls on a Sunday, the sales may start one day earlier, according to regulations.

What does the law say about sales in Belgium?

Belgian regulations regarding sales are quite strict and intended to protect consumers fairly. Here are the key points:

  1. Two running periods per year
    Shops are only allowed to have sales at these fixed times.

  2. Conditions for goods on sale
    Only goods that have been on sale for at least 30 days before the sale and are still in stock on the start date are allowed on sale.

  3. Closed period
    There's a one-month blackout period (also called the pre-sale period) before each sale. During this period, certain sectors (such as clothing, shoes, and leather goods) are not allowed to announce discounts, but they are allowed to offer actual price reductions.

  4. Price reference
    Whenever a store announces a sale, it should always display the previous price — the lowest price they've had in the last 30 days.

  5. Sale at a loss is allowed
    During sales, a store may even sell products at a loss if this is necessary to reduce inventory.

What do these sales periods mean for major Belgian cities?

The sales are legally valid throughout the country, including:

  • Antwerp

  • Bruges

  • Ghent

  • Leuven

  • Brussels

Retailers in all these cities are allowed to observe the exact same sales periods. During these months, you can expect substantial discounts in the shopping streets of Antwerp, the shopping centers of Ghent, the shopping plazas of Brussels, or the charming alleyways of Bruges.

In Leuven, for example, local regulations also indicate exactly those periods and the closed period preceding them.
It has also been confirmed in Brussels that the winter sales will run from January 3 to 31.

Tips for smart shopping during the sales

  • Start early : The first week of sales often has the biggest discounts, especially on popular items.

  • Check different stores : From large chains to boutiques — the discounts vary.

  • Pay attention to the reference price : Compare the “old price” with what you've seen before — this way you can really see if it's a good deal.

  • Keep an eye on the sales period : During the month preceding the sale, stores are not allowed to advertise sales in some sectors; this can affect when you see upcoming sales.

  • Plan your visit : Popular shopping cities like Antwerp or Brussels can get busy — go during the week or early in the day.

Why are these sales important?

Sales play a major role in the Belgian retail ecosystem. For stores, it's the ideal opportunity to reduce seasonal stock, and for consumers, it's the perfect time to snag quality products at competitive prices. The legally defined sales periods also create greater transparency and certainty—benefiting both buyers and sellers.

Conclusion

  • The sales in Belgium for 2026 are from 3 to 31 January (winter) and from 1 to 31 July (summer).

  • These periods are legally established, with clear rules regarding price reductions, reference prices and stock.

  • In cities like Antwerp, Ghent, Bruges, Leuven and Brussels you can score great bargains during the sales months, both in the main shopping streets and in boutiques.

  • Regulations regarding closing periods and price references also make it easier to spot real bargains.

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