January is the month of white. What is the origin of this tradition dedicated to household linen?

Ready, set, go! On January 1, 2024, the month of white makes its comeback in France. How does it work? For one month, stores offer special deals on household linen. This century-old tradition exists only in France, and arrives in the wake of the festive season. Here's the lowdown on this unmissable event, which kicks off before the winter sales.

What's white month?

Nowadays, the term "white" is commonly used to describe all household linen, from bedroom to living room, bathroom and dining room. The origin of the term stems from the fact that all linen at the time was made exclusively in white!
White month is a tradition that dates back to the 19th century and has since been adopted by most linen retailers. There are two versions as to its origins:

- the month of white is said to have been invented by Aristide Boucicaut, founder of the first department store, "Au Bon Marché"(the Bon Marché Rive Gauche). Following the razzia of the Christmas holidays, the visionary had the idea of filling the sadly empty shelves with discounted linens!

- White month could also have its origins in the mid-19th century in the Cholet region, where textile manufacturers came up with "white" and its promotions on household linen, with the aim of boosting business and making their products more visible.

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Be that as it may, this innovative marketing technique was a great success at the time, and is still used today on a national scale. In January, find bargain-priced linens in department stores and other boutiques, as well as in supermarkets and hypermarkets!

Get your bargains here!