France’s Minister Serge Papin confirmed that the summer sales period will be prolonged until July 28, adding seven days to the usual schedule. The extension seeks to boost retail sales weakened by low consumer footfall, affecting both brick‑and‑mortar stores and online sellers during a key shopping window. Minister Serge Papin, the French government, national retail associations, and consumers. Retailers will adjust promotional calendars; analysts will monitor July sales data for impact; the government may consider further adjustments if traffic remains subdued. The French government announced a one‑week extension of the summer sales season, moving the end date from July 21 to July 28, in response to notably low foot traffic in stores. The measure aims to stimulate consumer spending and give retailers additional time to clear inventory amid a subdued retail environment. No political opposition or criticism was reported in the announcement, and the decision follows a prior indication from Matignon that the extension was under consideration.
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