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3. Sales in Lebanon: Swing Between Bargains, Illusions and Economic Survival

As the end of the season approaches, Lebanese shop windows are plastered with red tags promising “30%, 50% and even 70% off.” A golden opportunity for shoppers? A lifeline for businesses? Or just another mirage in a fragile economic landscape? A closer look at a retail ritual that has become as complex as it is unavoidable.

For many Lebanese, sales are the only time of year when long-desired items become remotely affordable: a pair of sneakers, a designer dress or a household appliance. With wallets worn thin by inflation, a devalued currency and eroding purchasing power, discounts provide a much-needed breather.

But while some shoppers welcome the relief, others remain cautious and even suspicious. “Many stores inflate their prices just to slash them later,” says one shopper, who now cross-checks every price online before making a purchase. Between misleading markdowns, questionable product quality and strict no-return policies, some “bargains” turn out to be disappointments.

Clearing Stocks to Stay Afloat

For retailers, sales are a vital part of the commercial cycle, says Nicolas Chammas, president of the Beirut Traders Association, in an interview with This is Beirut. They help reboot activity after peak periods like Christmas or summer and soften the blow of seasonal downturns.

But since the crisis, discount periods have become chaotic. “Sales now happen randomly, without a clear schedule. Events like Black Friday or Black Week have disrupted the old order,” he notes.

Beyond the marketing appeal, sales have become a survival mechanism for many store owners. They allow businesses to offload unsold stock, make room for new collections and generate critical end-of-month revenue. “Without sales, I’d end the season with full shelves and a free-falling turnover,” says one clothing store owner. “It’s not about profit, it’s about selling,” Chammas insists.

Between narrow margins, soaring import costs and high overhead, sales rarely translate into real profits. Many merchants sacrifice part of their earnings to avoid greater losses and retain customer loyalty.

Some periods remain particularly strategic. Black Friday alone accounts for nearly 10% of annual sales. In the high-end segment, discounts can drive a 15% boost in revenue. Still, across the year, sales typically make up no more than 20 to 25% of total turnover.

An Engine for the Economy?

On paper, sales help stimulate consumer spending, encourage liquidity circulation and bring life to shopping districts and malls. But at the macroeconomic level, their impact remains limited as long as deeper issues persist: monetary instability, lack of reform, weak investment and an uncertain business climate. The wheel may be turning, but it hasn’t yet found its track.

In fact, clearer rules are needed in order to make this system truly work, to move inventory, encourage ethical practices and offer real benefits to shoppers. People concerned are calling for legal oversight of sales periods, tighter regulation of retail practices and more transparency around pre/post-discount pricing.

Until then, Lebanese shoppers will continue scanning price tags with a glimmer of hope… and a healthy dose of skepticism.

Sales in Lebanon are neither a widespread scam nor a magic fix. They offer merchants a temporary breath, consumers a fleeting opportunity and the local economy a minor boost. But for the cycle to be sustainable, trust must be rebuilt: in prices, in products and, most of all… in the country’s economic future.