Speaking on Tuesday, France’s Small Business Minister, Serge Papin, announced that the summer sales period, originally scheduled to end on July 21, has been extended until July 28 to give retailers more time to attract shoppers
He explained that exceptionally high temperatures kept many consumers away from shopping districts, resulting in disappointing sales during what is usually one of the busiest retail periods of the year.
“The heatwave meant people stayed away from stores, and the sales did not perform as expected,” Papin said, adding that extending the promotion period would help businesses recover some of the lost trade.
France’s annual summer sales began on June 24, shortly after a prolonged heatwave swept across much of the country, discouraging shoppers and weighing on retail activity.
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