France has decided to extend the summer sales by an additional week as a heatwave impacts retail activity

France has decided to extend summer sales by an additional week due to the impact of scorching temperatures on store visits, allowing retailers extra time to boost their business.

On Tuesday, France’s small business minister, Serge Papin, announced the extension of the summer sales period, which was originally set to conclude on July 21, now lasting until July 28 to provide retailers with additional time to draw in shoppers.

He explained that unusually high temperatures deterred many consumers from visiting shopping districts, leading to disappointing sales during what is typically one of the busiest retail periods of the year.

“The heatwave caused a decline in store traffic, leading to sales that fell short of expectations,” Papin stated, suggesting that lengthening the promotion period could assist businesses in regaining some of the lost revenue.

France’s annual summer sales commenced on June 24, following an extended heatwave that affected a large portion of the country, deterring shoppers and impacting retail performance.