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French Summer Sales Begin as Retailers Eye Fast-Fashion Competition

Favorable weather alongside easing inflation raises hopes for stronger sales despite ultra fast-fashion platforms reshaping year-round shopping habits.

Premier jour des soldes d'été à Paris, le 25 juin 2025
Premier jour des soldes d'été à Paris, le 25 juin 2025
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Premier jour des soldes d'été à Paris, le 25 juin 2025

Overview

  • French summer sales kicked off June 25 with merchants expecting a boost from seasonal weather and easing inflation.
  • Early 2025 commercial activity rose by 0.6% year-on-year, offering a modest uplift ahead of the four-week promotion period.
  • Retail leaders warn that ultra fast-fashion platforms such as Shein and Temu, which accounted for 7% of Q1 purchases, could erode traditional sale interest.
  • Consumers increasingly embrace year-round low-cost options and second-hand buying, potentially reducing demand for official sale discounts.
  • Recent private sales successes raise questions about shoppers’ remaining budgets for the summer sales, particularly in urban centres.