End-of-season discounts 2025

Summer sales calendar 2025 region by region: dates and regulations

The first regions to start the sales are lined up on the calendar for 5 July, some are still in the process of being defined

by Martina Amante

15 June 2025

Turismo di lusso e viaggi di nozze, Italia meta preferita

2' min read

Key points

Which regions will be the first to activate the sales.
Consumer tips

2' min read

The start of the 2025 summer sales to mark on the calendar will be Saturday 5 July, the sales will last 60 days: until 3 September. Regions can manage their own calendar, deciding when to start.

All of them, on the other hand, must comply with Article 34 of Regional Law No. 22/2019 - Testo Unico del Commercio del Lazio, which prohibits promotional sales during the 30 days preceding the start of the sales. This prohibition also applies to outlets (Article 32 of the same law).

The same law also prohibits the promotion in any form of favourable sales conditions before the official starting date of the sales.

Which regions will activate sales first

In Liguria, for example, Alessio Piana, the delegated councillor for Economic Development and Trade, has announced that the summer sales will begin on Saturday 5 July and end on Monday 18 August.

"The invitation is, as always, totake the opportunity to support small business and those entrepreneurial realities that keep the lights on in our cities," he commented.

Confcommercio Roma has also officially announced: Lazio has decided to keep the first Saturday of July as the starting date, as have Emilia Romagna and Lombardy. Official word also came from Tuscany, Piedmont, Sardinia, Veneto, Lombardy, Lazio, Liguria and Emilia Romagna.

The other regions will publish their own resolutions in the coming weeks, but it is likely that uniformity will be maintained nationwide, so all the other regions could also join the 5 July date. The only exceptions are the autonomous provinces.

Cominciano le partenze estive, traffico scorrevole sulle strade e autostrade Anas

Consumer Tips

Confcommercio reminds consumers to check the initial price and the transparency of the discount applied, as well as to always keep the receipt, which is useful in the event of exchanges or disputes (the possibility of exchanging the garment after it has been purchased is generally left to the discretion of the shopkeeper, unless the product is damaged or non-compliant).

'Sales are still an important occasion for consumers and a strategic moment for retail businesses,' comments Federico Pieragnoli, general manager of Confcommercio Livorno.