Why January Is White Month in France?

If the winter sale doesn't start until January 11, then White Month 2023 has already begun. Like a tree that can be predicted with accuracy, various promotions on bedding and home goods, such as mattresses, pillows, and bed sheets, appear every year. The best time to take advantage of these offers is right after the holidays.

White Month is a French tradition dating back 150 years. We've tried to explain its origin and why it's called that.

A Revolutionary Marketing Campaign

The idea of White Month was originally created to promote products during the holiday season. Later, it evolved and lost its political elements. Aristide Boucicaut was a pioneer of modern retail who led Le Bon Marché.

To increase sales volume and fill store shelves with items already purchased after Christmas, Aristide launched a sale on home goods. Although the event was held in a white setting, it effectively became known as White Week.

The concept of White Month was originally designed to encourage women to consume more. If it inspired the author of 'The Comfort of Women,' then it also helped lay the foundation for the idea of sales in other countries.