'Brick-and-mortar shop week' opens registration for fifth edition in 2026
Registration for the fifth edition of “Brick-and-Mortar Shop Week” is now open! From 4 to 10 May 2026, the Netherlands and Belgium will once again be completely focused on local shopping. A week in which physical shops join forces to show how valuable and powerful brick-and-mortar shops are.
What began in 2022 as an initiative by retail expert Marian Bekkers, founder of Kooplust, has quickly grown into a widely supported movement. Every year, thousands of shops in the Netherlands and Belgium take part in this initiative. For 2026, the ambition is higher than ever: to get even more local entrepreneurs on board and send a powerful message to consumers.
‘Local shops ensure lively centres, personal contact and a genuine shopping experience,’ says Bekkers. "During “Week of the Brick-and-Mortar Shop”, entrepreneurs join forces to increase their visibility, surprise customers and put their shops on the map. The more shops participate, the stronger the collective effect."
More than just a promotional week
During the promotional week, participating shops will be putting their customers in the spotlight with their own promotions and activities. These could include exclusive offers, festive events or competitions. Each entrepreneur will be giving their own interpretation to the week.
The organisation supports participants with free promotional materials, plenty of inspiration for what shops can organise during “Week of the Brick-and-Mortar Shop” and helpful masterclasses from retail experts. Participation in “Week of the Brick-and-Mortar Shop” is completely free of charge and, even without any marketing budget, this week generates fantastic sales for many participating shops.
Free participation for shops and shopping centres
Shops and shopping centres can register to participate free of charge at the website. Registration is open until 31 March 2026. Together, we will make this fifth edition an anniversary year that puts local shopping in the United Kingdom even more firmly on the map.
