As parents prepare for the start of the school year, supermarkets enter a new phase of the promotional war. Carrefour Hyper launched a “2+2 free” offer on Sunday at almost the entire assortment of school supplies. An expert warns, however, that not everything is as simple as it seems.

(Staff: Belgium / Economy & Consumption)

Every year, with the approach of September, the rush for school supplies begins. And this year, supermarkets have turned this race into a new promotional battlefield. Carrefour took the first major step, launching a “2+2 free” offer on school materials, valid only on Sunday, August 23, 2026 . Sigh is a shock to the market, as this type of offer is usually reserved for food, not school materials.

A spectacular but short-lived offer

According to the information published in the Flemish press, the offer is valid in the stores Carrefour Hyper and applies to “almost the entire assortment of supplies and backpacks” . This means that parents can buy four products, paying only two of them.

“The school theme is the new weapon in the promotional war of supermarkets,” write local publications . In other words, Carrefour uses this offer to attract customers at a time when they are willing to spend anyway.

“There is a gift” – the expert warns

Although the offer seems tempting, experts point out that it is not a universal offer. Pierre-Alexandre Billiet, Commercial expert at the magazine Gondola, stated that this action has a hidden gift . .

“It’s an offer that seems sensational, but the one who is a little attentive and knows how to count, can really take advantage of it,” Billiet said, suggesting that base prices may have been increased or that the promotion applies selectively. It is not clear exactly what the “gift” is mentioned. Some customers speculate that the offer could be limited to certain products, and the cheapest items could be excluded.

What do competitors do?

The question that arises now is whether the other retailers will respond to this challenge. Carrefour has used “2+2 free” offers in the past, usually for food products such as bread or mineral water . This time, however, it targeted a completely new segment.

Conclusion

The Carrefour offer is a bold move and signals the intensification of competition for consumer wallets. Although the promotion is tempting, experts recommend caution. Price checking and comparison with other stores remain the best weapons for parents who want to save at the beginning of the school year.