Contrary to popular stereotypes depicting women as compulsive shoppers, in France men are expected to spend €100 more than women during the end-of-season sales period.

Despite growing skepticism about the relevance of end-of-season sales in an era teeming with year-round discount opportunities, they remain a key moment for French consumers. According to a study by OpinionWay for Bonial*, 64% of French respondents plan to take advantage of the winter sales, which began on Wednesday, January 8. This suggests that end-of-season sales still play a role in preserving purchasing power, contrary to perceptions of dwindling interest.

Interestingly, 42% of respondents prefer to wait for the second markdown, particularly women (46%). Men, however, appear more eager, with 37% of them planning to shop earlier in the sales period. This highlights a shift in shopping dynamics, challenging the notion that retail therapy is primarily a feminine pursuit. While women expect to spend an average of €219, men are planning bigger purchases, budgeting €318. Compared to last summer’s sales, French consumers seem prepared to invest more this winter, with average budgets rising by €34 to €266.

Unsurprisingly, clothing and footwear top shopping lists, followed by cosmetics, perfumes, furniture, home décor, and electronics. Consumers report that discounts of 37% to 41% are most likely to encourage purchases, with even higher expectations for markdowns in the fashion sector.

The winter sales period in France will last for four weeks, concluding on Tuesday, February 4.

*The survey was conducted on a representative sample of 1,046 French adults aged 18 and over, using quota methods based on gender, age, socio-professional category, urban area size, and region. Interviews were carried out between December 27 and 31, 2024.