French school supply sales fall 5% in July

Sales of school supplies in France decreased by 5% in July compared to the previous year, according to a study by Nielsen IQ and the Association des industriels de la papeterie et du bureau (AIPB). Despite this decline in volume, the market level remains higher than that recorded in 2024.

Hypermarkets, the primary distribution channel, saw their turnover drop by 8% in July to 116 million euros. Average prices across all channels decreased slightly by 0.8%, with more significant drops in hypermarkets (-1.2%) and specialized retailers (-2.1%). This contrasts with an earlier estimate from Que Choisir Ensemble, which suggested a 2% price increase for representative products.

The AIPB noted that current results may not yet represent the full 2026 back-to-school season, as the final weeks of sales can shift trends. The school start week alone typically accounts for 19% of total sales between late June and mid-September. Additionally, the school start allowance for low-income families, ranging from 426 to 466 euros per child, is scheduled to be paid on August 18.