The French soldes or sales come twice a year–in July and January. They’re the moment when retailers mark down old inventory to move it and make way for the nouvelles collections. Store-wide sales aren’t allowed outside the designated periods, though retailers can offer promos or promotions at will on a few items, kind of like loss leaders. This summer’s soldes started June 27–it’s always on a Wednesday, probably linked to the fact that school is in session only half the day on Wednesdays (and classes continue until the early days of July, so yes, it matters). They will be over August 7. For some reason, two departments (Alpes-Maritimes and Pyrénées-Orientales) have soldes from July 4 to August 14.
Usually the soldes run for six weeks, but the government wants to shorten it to four, starting with the next winter soldes. (The winter soldes start the second Wednesday of January, unless that would be after Jan. 12, in which case they start on the first Wednesday.) The idea is that retailers get tired of having soldes for so long and that merchandise gets picked over quickly, leaving the dregs to lie about for too long. Shorter soldes would create more urgency.
Each week of the soldes, retailers cut prices further. They start off with a tease, with most stuff marked to 20% or 30% off, then up to 40% or 50%, and finally toward 70% and more.
I operate on the coup de coeur strategy for the soldes. If you really like something, it’s dangerous to wait for it to be marked down–your size or favorite color might be gone. If you have broad parameters, like “jeans,” or “shoes” then you might find something that tickles your fancy and doesn’t pinch your pocketbook. Some of the best deals are in small boutiques, which want to clear the racks for new items and which might not have a good system to get rid of remainders. The soldes also apply to other retailers, like electronics or appliances.
I did the soldes in Toulouse recently. Even though we brought water bottles, I started to feel overheated after a few hours of beating the pavement. We had waited out the first couple of weeks, not so much out of strategy than out of scheduling, but it was just as well, because by afternoon there were long lines for changing rooms.
I do have two coping strategies: Go early, as soon as the doors open. This applies to museums and other tourist sights, as well. Everybody says they’re going to get an early start, then they roll out the door around 10 or 11 and it’s almost lunch and so why not just wait until after eating. In fact, lunch time is the other strategy–it’s sacred in France, so if you go against the flow (when you want to get something done, otherwise, by all means, adopt the leisurely lunch!) you can avoid the crowds. Wishing you short lines and beaucoup de bonnes affaires!