Sale items and promotions 2026: does the right of withdrawal apply?

The sales season of 2026 is in full swing, and with it a question that every merchant ends up asking: can a customer who buys a discounted item online still withdraw? The answer is yes, without qualification. A struck-through price reduces none of the consumer's rights.

A sale item is still a distance purchase like any other

The 14-day right of withdrawal (harmonised across the EU by Directive 2011/83/EU, art. 9) applies to any distance sale to an individual, whatever the price. Sales, promotions, flash sales, clearance: none of these takes the purchase outside the scope of withdrawal. The consumer does not have to give any reason, and has the same 14-day period as at full price.

The confusion comes from the physical shop: in store, there is no right of withdrawal ("no returns or exchanges" there is merely a commercial gesture, or the lack of one). But online, withdrawal applies, sales or no sales.

The refund: the price actually paid

If the customer withdraws from a sale item, you refund the price they actually paid, the sale price, not the original struck-through price. You also refund standard delivery costs. The refund takes place within the 14 days following the withdrawal. We set out the refund rules and the cases of product depreciation on the withdrawal during sales and promotions page.

What really changes in 2026

This year's novelty is not in the sales themselves, but in the way withdrawal is exercised. Since 19 June 2026, your site must display an online withdrawal button, accessible on every page, including during a sale (Directive (EU) 2023/2673). In practice, a customer who took advantage of a good deal and changes their mind must be able to withdraw in a few clicks, with no letter.

In short: a sale item bought online is subject to withdrawal like any other, you refund the price paid, and the only real change in 2026 is that a button is now needed so the customer can do so easily.

This article is general information and does not constitute legal advice. For the exact text, refer to the Consumer Rights Directive (2011/83/EU) and your national consumer law.