On the pedestrian street Neuve in the Belgian capital, lined with chain stores, there are more women in Muslim clothing than ever. They probably only on these days, together with children and other household members, leave the immigrant neighborhoods, going "out into the world". They make purchases for the entire large family six months in advance, only to hide again in their voluntary reservations. Natives of Eastern Europe are not as noticeable, but they buy on the same scale.
Bright posters compete with discount figures: 20%, 50%, and even 70%. True, as Novye Izvestiya notes, it is still early July, and 70% off is applied to outright "junk" or exotic items that are an acquired taste. From an economic point of view, sales allow merchants to clear shelves and raise money to purchase goods for the new season. Even if the old items have to be sold at a loss. Although, as a rule, prices are not lowered to unprofitable levels.
The epidemic of "shopping fever" erupts in Belgium twice a year – for the summer and winter seasonal sales. In this country, perhaps like nowhere else in Europe, this event is strictly regulated by laws. Sales begin strictly on January 3 and July 1. If that day falls on a Sunday, as it did this time, the "epidemic" starts the day before, on Saturday. They end respectively on January 31 or July 31. Before the start of sales, there is a six-week "quarantine" – a concern for competition. Prices are frozen so that no one cheats by raising the price of goods on the eve and then announcing a mind-blowing "discount". And although store owners still find ways to circumvent the bans, compliance with this entire order, agreed with trade associations, consumer societies and financial authorities, is personally monitored by the king. The order has changed many times with changing circumstances and opinions. But amateurism is legally punishable.
For the first time, seasonal sales were introduced at the dawn of the 20th century in Germany by a Kaiser's decree. The state used the new phenomenon of mass fashion to demonstrate its social role and ease tensions in society. Let them, they say, twice a year poor people can afford to buy shoes and clothes at accessible prices at the expense of the more affluent, who chase after fashion.
History has it that Germany became one of the first countries to abolish strict state regulation of seasonal sales (Schlussverkauf). By decision of the Bundestag, since 2004 German merchants themselves decide when to sell outdated goods. The explanation is simple: the change of fashion collections today occurs much more often than a hundred years ago. About half of sales turnover now consists of consumer electronics, which technological progress devalues even faster than fashion devalues clothing.
The Dutch followed the same policy. According to a Belgian lawyer interviewed by a journalist, in the neighboring brother country of Benelux there is now "complete anarchy" with sales. In any season, coming to Amsterdam or Delft, you can see Opruimen signs and corresponding prices.
Regulation of sale periods, along with Belgium and Luxembourg, remains in France and Italy. But there the periods vary depending on the department or province. But still roughly correspond to January and July, differing in dates. In Rome, for example, summer sales take place from July 8 to August 18. In the UK, the famous Christmas sales start on December 27. Unlike the continent, on the British Isles the New Year holiday does not involve gifts for loved ones – they have already been given at Christmas. And the summer sale there falls in June. Playing on the difference in timing, travel agencies in Belgium organize shopping tours to England. Even Queen Elizabeth has a habit of dropping by a seasonal sale and definitely buying something discounted there.
If for the poor, sales are still a matter of saving and calculation, then for middle-income Europeans it is more of a ritual, a holiday. Survey data shows that 71% of EU citizens during sale seasons definitely go to stores and buy something. Two-thirds of Belgians and Germans specifically set aside money for purchases in the cheap season. A Belgian saves on average €200 (it must be said that he, like other northern Europeans, unlike Italians and other southerners, is careless about clothing and appearance). About a third of EU residents admitted that they notice a desired item before sales start and wait for it to be discounted. Although other statistics indicate a change in habits. While among the poor, 35% of respondents show such patience, among the more affluent it is only 24%. Overall, two out of three Europeans buy the clothes and shoes they need when they need them, rather than waiting for seasonal discounts.
• It should be noted that our compatriots snap up goods not only during foreign trips, but also on various online auctions. Thanks to modern technology, payment for goods in this case is made by plastic card, and delivery to Ukraine from eBay, Amazon or Taobao is carried out by specialized firms providing such services.