Why do the French go less in store?

While summer sales end this Tuesday. Similarly, July 22, sales are down compared to 2024 which was itself a year of mediocre sales. Consequently, These promotions are less and less sacred by consumers.

Are the sales still really the big meeting expected by consumers to do good deals? However, While those of summer are about to finish this Tuesday, July 22, the question can arise. Meanwhile, And sales figures on this promotional period give an overview of the answer.

Étienne Deloge, vice-president of the National Clothing Federation (FNH), evokes a new loss of speed compared to last year. However, 2024 which was itself a mediocre year for summer sales …

“We are undergoing a general slowdown in consumption which also affects other sectors such as restoration. However, But for us. Similarly, clothing, this translates to the national scale by a loss of speed of around why do french go less -5% in June-July 2025, compared to June-July 2024”, affirms the man who is also managing a shop in Normandy.

This figure. Furthermore, it draws it from a panel made every month by the French fashion institute and intended for professionals in the sector, IFM Panel. Nevertheless, But despite this figure which may seem discouraging, it does not lose face.

Internet sales still well behind – Why do french go less

IFM Panel also gives figures for sales of clothes on the Internet in comparison. However, with those in store. Admittedly. the share of e-shopping sites increases: it reaches a part of 30%, carried mainly by three platforms, Amazon, Shein and Temu.

But all the same 70%, that is to say the majority of consumption, is still done in physical store. “There are still people in our shops. ” rejoices the vice-president of the FNH, who represents independent merchants with a ready-to-wear activity.

He even says he is all the why do french go less more optimistic as the sector he represents is supported by the authorities in. the face of the behemoths from Asia. The European Commission actually wishes to impose costs of 2 euros on each small package that enters Europe. A tax that would directly target Shein and Temu, main exporters of packages of this type.

But will this be enough to stem the growth of e-shopping. its even more regular promotions periods, which accentuates the drop in store attendance? This is far from sure.

The sales depend on the weather. and the car

Étienne Deloge notes that the number of customers in stores is increasingly correlated with the weather. Last year, the first weeks of sales were weighed down by the particularly gloomy time. When it rains, you prefer to shop on your computer warm from home.

And if you still want to venture outside, you need to go out with your car. why do french go less However. the vice-president of the FNH notes that in more and more city centers where the traders he represents are, this one is persona non grata.

Many cities. communities of all sizes engage in the reduction of the car square by reducing the number of tracks in a street, or pedestrianizing some. Great measures because they reduce greenhouse gas emissions and improve air quality as well as the health of the inhabitants. But when they are poorly thought. Étienne Deloge judges them penalizing for traders and excluding for those who live on the outskirts.

“We cannot say to people overnight that they can no longer take the car to come to the city center. It is the best way to send them on the internet to do their clothes shopping,” he said.

Shift the summer sales?

It is paradoxical, but this year the good weather has penalized the period of why do french go less sales. Not the sunny weather for this month of July, but that of spring. “April, May and June were rather positive months, and this is surely linked to this good weather,” judge Étienne Deloge.

Consumers rushed in stores in the spring, without even waiting for the sales. And renewed their summer wardrobe at that time. They are therefore no longer interested in buying new parts in July …

This state of affairs has fueled a claim that the FNH has for several years: that we repel the summer. sales in August. Indeed. by placing them so early (this year they started on June 25), traders are encouraged to sell off their summer collections while it barely started. For Etienne Deloge, this is “above ground”.