Summer sales kick off, 3.3 billion opportunity
Each family will spend an average of 203 euro but hopes for shopping by foreign tourists
by Enrico Netti
3' min read
Key points
3' min read
Summer sales kick off with a 'good luck'. The reason is quickly said: the official start of the end-of-season 'sales' was preceded by a hammering campaign of discounts, promotions and special offers for members of the various loyalty programmes. And so those who could have started to buy in the past few days, anticipating Saturday's date with the start of the sales throughout Italy, with the exception of the province of Bolzano where they will begin on 16 July. Thus, according to estimates by the Confcommercio Studies Office, this year each family will spend an average of 203 euro - or 92 euro per capita - for a total value of 3.3 billion euro on the purchase of discounted items. In addition to families, there will also be a few million tourists who will be on holiday in Italy in the coming weeks and who will be able to take advantage of these bargains.
"The sales are an important time to do quality shopping, saving money and fully experiencing the vitality of our cities," says Giulio Felloni, president of Federazione Moda Italia-Confcommercio. "Despite the difficulties linked to the international situation, the arrival of 19 million foreign tourists at Italian airports offers signs of hope. The summer of 2025 promises to be the best of the third millennium in terms of tourism and we hope that it will also be so for purchases in fashion shops. Buying in our shops means keeping the beating heart of our communities alive and preserving employment and territorial identity. The sales trend during the sales will have an important effect, consequently influencing the buying campaign for the next spring/summer 2026 collection. To support domestic consumption and local trade, we certainly need a return to shopping by consumers, but also the support of the government and the commitment of suppliers to respect roles within the fashion supply chain by avoiding unnecessary and unfair competition'.
Clear rules for safe shopping
.The end-of-season shopping ritual follows a set of clear rules: here they are.
Price indication: obligation to indicate the normal sale price (also taking into account the Omnibus Directive, transposed by Legislative Decree 26/2023, according to which the lowest price applied to consumers in the thirty days preceding the start of the sales must be communicated), the discount and the final price.
Products on sale: Items offered on sale must be seasonal or fashionable and be susceptible to considerable depreciation if not sold within a certain period of time.
