For a local shop in France, the end of 2026 has six key dates: National Local Retail Day on Saturday 10 October, Halloween on Saturday 31 October, Black Friday on Friday 27 November (followed by Cyber Monday on Monday 30), Christmas on Friday 25 December and New Year's Eve on Thursday 31 December. Then come the winter sales, whose 2027 date has not been published yet: the current rule would put them on Wednesday 6 January 2027. This calendar is for France; dates and rules differ in other countries.

What are the key end-of-year 2026 dates in France?

10 Oct
National Local Retail Day (Saturday)
31 Oct
Halloween (Saturday)
27 Nov
Black Friday, then Cyber Monday on Monday 30
25 Dec
Christmas (Friday)
31 Dec
New Year's Eve (Thursday)
6 Jan
2027 winter sales: expected date, to be confirmed

Remember the public holidays too, since they change your opening hours. For France, Google's Business Profile help lists among others All Saints' Day (Sunday 1 November 2026), Armistice Day (Wednesday 11 November), Christmas Eve (24 December), Christmas Day (25 December), New Year's Eve (31 December) and New Year's Day (Friday 1 January 2027). If you don't set special hours for these days, Google may show a warning that your hours might differ.

How should you prepare for each date?

To avoid chasing every date, use the same rhythm for all of them:

  • D-30: choose the offer or event, check stock, prepare visuals and copy.
  • D-14: tell your regular customers by email, publish the first posts (behind the scenes, preparation, window display).
  • D-7: publish an “Offer” or “Event” post on your Google Business Profile, follow up on social media.
  • D-1 or the day itself: a short SMS reminder to customers who agreed to receive them, a post on the day.
  • D+1: thank your customers, note what worked and what didn't, for next year.

National Local Retail Day: Saturday 10 October 2026

France's Journée nationale du commerce de proximité, de l'artisanat et du centre-ville (JNCP) is run by an association. Towns can apply for its label and shops can register on jncp.fr. The 2026 edition takes place on Saturday 10 October: with only a few days to go, the most realistic step is to ask your town hall or local traders' association whether your town is taking part, then announce your event with a social media post and an “Event” post on your Google Business Profile.

Halloween: Saturday 31 October 2026

Halloween falls on a Saturday, the day before All Saints' Day (Sunday 1 November). For a bakery, a sweet shop, a florist, a café or a hair salon, it's a chance for a decorated window, a seasonal product or an activity for children. If you had nothing planned at D-30, a simple event can be prepared in a week: an “Event” post on Google at D-7, two or three social media posts, and a reminder on the day.

Black Friday and Cyber Monday: 27 and 30 November 2026

Black Friday is the day after Thanksgiving, the US holiday set on the fourth Thursday of November, which is Thursday 26 November in 2026. Black Friday therefore falls on Friday 27 November, and Cyber Monday, traditionally focused on online shopping, on Monday 30 November.

Nothing forces you to cut prices. A free service, a gift above a certain spend or an evening for loyal customers marks the date without touching your prices. Suggested timeline: at D-30 (late October), decide on the offer and record your reference prices; at D-7 (Friday 20 November), announce it by email and with an “Offer” post on Google, with dates and conditions; on the day, send a short SMS to customers who have given their consent.

Christmas: Friday 25 December 2026

Christmas falls on a Friday, and Christmas Eve on a Thursday. It's the longest period to prepare, especially if you take orders (Yule logs, chocolates, flower arrangements, platters).

  • Early November: prepare your gift selection, your gift cards and, if you take orders, order forms with a deadline.
  • Mid-November: first “gift ideas” or “holiday orders” email, regular social media posts.
  • Early December: set special hours on Google for 24, 25 and 31 December and 1 January; publish an “Offer” or “Event” post.
  • One week before the order deadline: email reminder, then SMS the day before.
  • After Christmas: thank your customers and get ready for New Year's Eve.

New Year's Eve: Thursday 31 December 2026

31 December falls on a Thursday and New Year's Day on a Friday. For a restaurant, a caterer, a wine shop or a bakery, it's time for the New Year's Eve menu and pre-orders; for a hair or beauty salon, for appointments on the 31st. At D-30 (1 December), set the offer and booking terms; at D-14, announce it by email; at D-3, send an SMS reminder for the last places.

Winter sales 2027: what are the dates?

As of 5 October 2026, the official dates for the 2027 winter sales did not yet appear on the public pages we checked (the French Directorate General for Enterprise still shows the 2026 dates). The rule, as stated on Service Public Entreprendre, is this: winter sales start on the second Wednesday of January at 8 am, brought forward to the first Wednesday when the second falls after 12 January, and last 4 weeks.

In 2027, the second Wednesday of January is the 13th. Applying the rule, the sales would therefore start on Wednesday 6 January 2027 at 8 am and end on Tuesday 2 February 2027. This is a deduction, to be confirmed once the official dates are published. Some departments have different dates: in 2026, Meurthe-et-Moselle, Meuse, Moselle and Vosges started on 2 January, and several overseas territories follow their own calendar.

Two rules to keep in mind: only products offered for sale for at least one month before the start of the sales can be included, and every sale item must show its reference price next to the reduced price.

Which channel should you use, and when?

  • Email: to announce and explain (gift selection, menu, programme), from D-14 to D-7.
  • SMS: for a short reminder, the day before or on the day. For email as for SMS, France's data protection authority (CNIL) states that you need the customer's prior consent, except for a customer who has already bought a product or service from you and to whom you offer similar products; every message must identify the sender and let people refuse further messages (unsubscribe link, STOP reply).
  • Social media: to show behind the scenes, preparation and your window display, from D-14 to the day.
  • Google Business Profile: an “Offer” post (title, dates and, if needed, a coupon code and terms) or an “Event” post, plus your special hours. Google lets you set special hours for closures of up to 6 days in a row; from 7 days, you should mark the business as temporarily closed.

Six key dates means a lot of content to write in a few weeks. Ooklo uses AI to prepare the posts, emails and SMS for each date, tailored to your shop, and you approve every piece before it goes out. Google Business updates are coming soon.

When do the 2027 winter sales start in France?+
The official dates had not been published as of 5 October 2026. Under the current rule (second Wednesday of January, brought forward to the first if the second falls after the 12th), they should start on Wednesday 6 January 2027 at 8 am, for 4 weeks. To be confirmed, with exceptions in some departments.
When is Black Friday 2026?+
Friday 27 November 2026, the day after Thanksgiving (Thursday 26 November). Cyber Monday is on Monday 30 November.
Is there a Small Business Saturday in France?+
We found no official national equivalent in France. The French initiative closest in spirit is the National Local Retail Day (JNCP), held on Saturday 10 October 2026.
Do I have to run a Black Friday promotion?+
No. If you do announce a price reduction in France, however, you must show the lowest price charged in the previous 30 days.
Can I send a promotional SMS to all my customers?+
According to the CNIL, only to those who have consented, or to customers who have already bought from you for similar products, with an easy way to refuse further messages in every send.
How do I show my holiday hours on Google?+
In your Business Profile, under hours, set special hours for each date concerned. Otherwise, Google may warn people that your hours might differ on those days.
Does this calendar apply outside France?+
No. The sales dates and public holidays listed here are for France; they differ in other countries.
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Sources

  • JNCP association, Journée nationale du commerce de proximité, de l'artisanat et du centre-ville, https://www.jncp.fr/ (accessed 5 October 2026)
  • U.S. Office of Personnel Management, Federal Holidays, https://www.opm.gov/policy-data-oversight/pay-leave/federal-holidays/ (accessed 5 October 2026)
  • DGCCRF, Annonces de réduction de prix : ce que vous devez savoir ! (25 August 2026), https://www.economie.gouv.fr/dgccrf/les-fiches-pratiques/annonces-de-reduction-de-prix-ce-que-vous-devez-savoir (accessed 5 October 2026)
  • DGCCRF, « Black Friday » : gare aux fausses promesses (24 November 2025), https://www.economie.gouv.fr/dgccrf/laction-de-la-dgccrf/les-enquetes-et-les-controles/black-friday-gare-aux-fausses-promesses (accessed 5 October 2026)
  • Service Public Entreprendre, Soldes : règles à respecter (checked 21 January 2026), https://entreprendre.service-public.gouv.fr/vosdroits/F24037 (accessed 5 October 2026)
  • Direction générale des Entreprises, Les dates des soldes (updated 17 November 2025), https://www.entreprises.gouv.fr/espace-entreprises/s-informer-sur-la-reglementation/les-soldes (accessed 5 October 2026)
  • Service Public, Quelles sont les dates des soldes d'hiver 2026 ? (12 December 2025), https://www.service-public.gouv.fr/particuliers/actualites/A15407 (accessed 5 October 2026)
  • CNIL, La prospection commerciale par courrier électronique, SMS-MMS et automate d'appel (10 June 2026), https://www.cnil.fr/fr/la-prospection-commerciale-par-courrier-electronique-sms-mms-et-automate-dappel (accessed 5 October 2026)
  • Google, About holidays on Google, https://support.google.com/business/answer/6333474?hl=en (accessed 5 October 2026)
  • Google, How to set Special hours, https://support.google.com/business/answer/6303076?hl=en (accessed 5 October 2026)
  • Google, Create & manage posts on your Business Profile, https://support.google.com/business/answer/7342169?hl=en (accessed 5 October 2026)