Ready, set, go! Come January 1, 2026, France will once again celebrate the Month of White. The concept? For an entire month, stores will offer special deals on home textiles. This age-old tradition—unique to France—begins right after the holiday season. Here's a quick overview of this must-attend event, which kicks off just before the winter sales.
These days, the term "white" is commonly used to refer to all household linen, from bedrooms to living rooms, including the bathroom and dining area. The origin of the term comes from the fact that, historically, all linen was made exclusively in white!
The Month of White is a tradition dating back to the 19th century and has since been adopted by most home textile retailers. There are two stories about its origins:
- The Month of White was allegedly started by Aristide Boucicaut, the founder of the first department store, "Au Bon Marché" (the Bon Marché Rive Gauche). After the Christmas shopping frenzy, the visionary had the idea to fill the empty shelves with promotional household linens to attract customers!
- The tradition of the "month of white" may also trace its origins back to mid-19th century in the Cholet region, where textile manufacturers reportedly pioneered the concept of "white" and special promotions on household linens as a way to boost sales and make their products more noticeable.
Regardless of the circumstances, this innovative marketing technique was a huge success at the time and continues to thrive nationwide today. Come January, score home textiles at unbeatable prices in department stores, boutiques, as well as in hypermarkets and supermarkets!
Here's where you’ll find some great shopping deals!
Dates and Opening Time
From January 1, 2026 to January 31, 2026
