In Italy it’s already sales time. Valle d’Aosta will kick off the end-of-winter season sales on January 2nd. On Saturday 3 January, however, it will be the turn of all the other Italian regions, with the exception of the autonomous provinces of Trento and Bolzano where different rules apply.
Almost 2 million people have already purchased during the “pre-sales”
All things considered, however, according to Confesercenti estimates, almost 2 million people have already purchased on offer during the “pre-sales” which began immediately after the Christmas period. The data emerged from an Ipsos survey conducted on consumers in view of the 2026 winter sales, which represent the first promotional moment of the year as well as one of the most important in terms of turnover, with a turnover already estimated this year at around 6 billion euros. Early sales – according to what the merchants’ organization claims – are making the impact of the sales increasingly less strong. For this reason, Confesercenti underlined how necessary it is to “review the rules on promotions, so that they ensure fair competition and distribution pluralism”.
Among the sectors that are most affected by early reductions is the fashion sector: “private sales”, “pre-sales”, “winter pre-sale” and “exclusive sales” among the most widespread labels. A dynamic in contrast with many regional regulations, which prohibit promotions in the 30 or 45 days prior to end-of-season sales. But that is not enough. The period can extend backwards if we also consider Black Friday and Cyber Monday, already set on the calendar in November. And there are no positive signs either. by consumers.
Codacons: “Risk of flop”
Codacons highlighted how the reduced spending capacity of families after the Christmas holidays and more generally after a year marked by widespread increases in prices and continuous price increases will not benefit purchases. “We don’t expect any surge in sales,” explained Codacons, which speaks of a “flop risk”. «Starting the discounts close to the Christmas and New Year holidays is an almost suicidal choice, because Italians’ wallets are already emptied by expenses for gifts, lunches and dinners. Added to this, this year more than ever, is the Black Friday effect: four days of special discounts which have pushed many consumers to anticipate purchases that would traditionally have been made during the sales.” According to the traditional handbook released by Codacons, the advice for safe purchases remains the same: keep the receipt after a purchase for a possible exchange, keep an eye on the prices, but above all have clear ideas, to proceed with purchases in a targeted manner.