The French retail calendar - 2026 edition

The year 2026 offers many opportunities to boost sales and strengthen brand visibility, thanks to a calendar rich in commercial events and chestnut trees. 

From unmissable sales periods such as winter and summer sales, to popular holidays such as Valentine's Day, Mother's Day or Father's Day, every moment of the year represents a strategic opportunity to plan targeted marketing campaigns and propose attractive offers. Major end-of-year events, from Black Friday to Christmas to Cyber Monday, are also key moments for generating significant sales volume. Added to this are special events, such as French Days or Amazon Prime Days, and the "marronniers" that punctuate the year and influence consumer behavior. 

This comprehensive guide provides sales and marketing professionals with all the dates to remember in 2026, to optimize their sales actions and communication strategies.

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What are the sale dates in 2026?

Sales are essential periods for consumers wishing to take advantage of substantial discounts on a wide range of products, whether in-store or online. In 2026, sale dates are officially set by the government and vary according to the season.

When are the 2026 winter sales?

The 2026 winter sales will take place from Wednesday January 7 to Tuesday February 3, 2026.

This is the ideal time to buy warm clothing, winter accessories and prepare for the end of the season at reduced prices. 

When are the 2026 summer sales?

The 2026 summer sales will run from Wednesday June 24 to Tuesday July 21, 2026.

It's the perfect time to take advantage of promotions on lightweight items, swimwear, summer footwear and outdoor equipment. 

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What are the seasonal events of 2026?

In 2026, the commercial calendar is full of opportunities for consumers to shop and for brands to develop their sales. Between traditional sales periods and must-have holidays, new celebrations like Singles' Day are also gaining in popularity, transforming the commercial landscape.

When is Valentine's Day 2026?

Valentine's Day will take place on February 14, 2026.

Every year, many consumers turn to products such as personalized jewelry, experiences (weekends, outings) or even technological and romantic gifts.

When is Mother's Day 2026?

Mother's Day will be celebrated on May 31, 2026.

For this occasion, brands favor emotional campaigns and touching advertisements to create a bond with consumers, build loyalty and nurture their image.

When is Father's Day 2026?

Father's Day will be celebrated on June 21, 2026.

Often given less prominence than Mother's Day, this celebration sees increased consumption of gifts geared towards technological products or outdoor experiences. This year, it falls on the same day as Fête de la Musique and the summer solstice.

When is Singles' Day 2026?

Singles' Day will be held on November 11, 2026.

Originating in China, this "11/11" symbolizes celibacy (four times the number 1) and is gradually gaining popularity in Europe, particularly with retailers looking to exploit this new commercial holiday.

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When will the end-of-year events take place in 2026?

The end of the year is a strategic time for the French retail sector. From Black Friday to Christmas and Cyber Monday, these events represent major sales opportunities, as well as logistical and marketing challenges. To take full advantage of this period, companies need to adapt to increasingly complex purchasing behavior and heightened competition.

When is Black Friday 2026?

Black Friday will take place on Friday, November 27, 2026.

Originating in the United States, Black Friday has gradually taken root in France since the early 2010s, thanks in particular to e-commerce giants such as Amazon, and has become a must-attend event for consumers in search of bargains.

When is Cyber Monday 2026?

Cyber Monday will be held on Monday, November 30, 2026.

Extending the excitement of Black Friday, Cyber Monday enables retailers to boost online sales over several days and maintain consumer interest.

When is Christmas 2026?

Christmas will take place on Friday, December 25, 2026.

Christmas remains the high point of the business year. Companies need to prepare their inventories as early as spring or summer, and design their marketing campaigns several months in advance to meet demand and optimize sales.

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Special trade events 2026

These events reflect the evolution of e-commerce in France, with innovative marketing strategies, attractive promotions and a focus on the customer experience. The dates below are estimates based on previous editions, and will be updated as soon as official dates are announced.

When will French Days 2026 take place (estimates)?

Spring French Days are scheduled to run from April 29 to May 4, 2026.

The back-to-school French Days are scheduled to take place from September 22 to 28, 2026.

Created in 2018, French Days is a national response to the American Black Friday. Initiated by several major French e-commerce players, the event aims to promote local online commerce and support the national economy.

When is Amazon Prime Days 2026 (estimated)?

Amazon Prime Days are scheduled for July 7-10, 2026.

Exclusively reserved for Amazon Prime members, these promotional days offer significant discounts on a wide range of products and generate significant sales volume worldwide.

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What will 2026 bring?

In addition to sales and major commercial holidays, the 2026 calendar includes numerous "marronniers" that punctuate the year and influence consumer behavior. These events are particularly useful for marketing strategies, content planning and communication campaigns. This list does not include religious holidays.

January 2026

• January 19: Blue Monday (considered the most depressing day of the year).

February 2026

• February 2: Candlemas.
• February 6: Opening ceremony of the Olympic Winter Games (Milan-Cortina 2026, until February 22).
• February 8: Super Bowl LX (American soccer championship final).
• February 17: Mardi Gras and Lunar New Year (Chinese New Year, beginning of the Year of the Fire Horse).

March 2026

• March 1: Grandmothers' Day.
• March 6: Opening ceremony of the Paralympic Winter Games (Milan-Cortina, until March 15).
• March 8: International Women's Rights Day.
• March 17: St. Patrick's Day.

April 2026

• April 1: April Pisces.
• April 22: Earth Day.

May 2026

• May 1: Labour Day (public holiday).
• May 8: Victory in 1945 (commemoration of the end of the Second World War, public holiday).
• May 9: Europe Day.
• May 12: Opening of the 79ᵉ Festival de Cannes (until May 23).
• May 24: Start of the French Open (until June 7).
• May 30: Champions League Final (UEFA, Puskás Aréna, Budapest).

June 2026

• June 1: World Parents' Day and start of Pride Month (LGBT+).
• June 5: World Environment Day.
• June 8: World Oceans Day.
• June 11: Opening match of the 2026 Football World Cup (tournament runs until July 19).

July 2026

• July 4: Grand Départ of the Tour de France (finish July 26, Champs-Élysées, Paris).
• July 14: French national holiday.

September 2026

• September 19-20: European Heritage Days.

October 2026

• October 1: Pink October (until October 30).
• October 4: World Animal Day.
• October 31: Halloween.

November 2026

• November 11: Armistice Day 1918 (public holiday in France) and Singles' Day.
• November 19: Beaujolais Nouveau (arrival of the 2026 vintage).

December 2026

• December 1: World AIDS Day.
• December 10: Human Rights Day.