The French have a word for it: l'exception française. The French exception. It’s a deeply rooted sense that France does things its own way – in food, fashion, politics and, as it turns out, e-commerce.
So when Black Friday really started to take hold in Europe in the 2010s, the French e-commerce industry reacted in a very French way: they created their own version.
What are the French Days?
French Days were launched in 2018 by six of France’s largest e-commerce players – including Cdiscount and La Redoute – with a clear purpose: to offer a home-grown alternative to the American shopping weekend and strengthen the competitiveness of French e-commerce.
What began as a collaboration between a handful of companies has grown into an established seasonal phenomenon. Today, French Days take place twice a year:
- Spring edition – usually around the turn of April/May
- Autumn edition – usually at the end of September
In other words, these are moments when French consumers are actively hunting for deals. They know it’s the season. They’re ready to buy.
Why should you care as an online retailer?
France is one of Europe’s strongest e-commerce markets – and a country that rewards brands who truly understand how to do things locally. It’s not enough just to be available in French. You need to be relevant at the right moment.
French Days is one of the clearest signals you can send: we understand your market.
And compared with Black Week, it’s a smarter window to step into. CPM levels tend to be lower than during Black Week in many segments, which often makes French Days a more cost-effective window to enter. Purchase intent is genuinely high. It’s rare that those two things line up at the same time.
What do French consumers respond to?
From our own and others’ experience of the French market, we often see that consumers are more sceptical of superlatives and Anglo-Saxon sales language. What works well in a Nordic or British market – “Amazing deals!”, “Don’t miss out!”, “Best prices ever!” – often falls flat in French.
The tone needs to be more direct, more factual and a little more restrained. It’s not about being boring, it’s about not sounding like a megaphone. The French are used to advertising and they see through it quickly. What builds trust is precision and relevance, not sheer enthusiasm.
Practical tips:
- Choose “–20%” over “Save 200 SEK” – French consumers are very used to seeing discounts expressed in percentages, which makes it a safe and familiar format
- Avoid superlatives like “best”, “biggest”, “never seen before” unless you can genuinely back them up
- Make sure delivery times and returns policy are clearly communicated in French – it’s a strong signal of reliability
Your checklist for French Days 2026
Have this in place well before the campaign kicks off:
The dates booked into your marketing calendar
Spring: approx. 29 April–3 May | Autumn: approx. 23–27 September. Exact dates are usually confirmed a couple of weeks in advance by the participating retailers – keep an eye out.
Campaign copy reviewed by a native speaker
A direct translation of your Swedish or English campaign isn’t enough. The tone and structure need to be adapted to feel credible and local.
“French Days” visible in banners and communications
It’s a signal that French customers recognise instantly. It shows that you’re a brand that understands the market – not a foreign guest who just happened to show up.
Discounts presented in the right way
Percentage discounts rather than absolute amounts. French consumers are used to seeing offers presented this way – it feels familiar and reassuring.
Delivery and returns clearly communicated
French customers pay close attention to delivery times and returns conditions. Make sure that information is easy to find and written in clear, correct French.