Italy’s winter sales will officially begin on January 2, 2026, in the Aosta Valley and on January 3 across the rest of the country, with the exception of the autonomous provinces of Trento and Bolzano, which follow different schedules. For many consumers, however, discount season has already started: around two million Italians have made purchases in advance, while total turnover from the sales is expected to reach €6 billion, according to an Ipsos survey.

Retailers, particularly in the fashion sector, are increasingly feeling the squeeze on traditional Christmas shopping. On one side, Black Friday shifts demand earlier in the season; on the other, pre-sales and early promotions absorb remaining spending. Poor weather in the days leading up to Christmas has further dampened last-minute purchases, a crucial period for local shops.

Between December 26 and the official start of the winter sales, an informal promotional phase has effectively taken hold, especially in fashion retail. Private sales, pre-sales and exclusive offers - different labels, same outcome - bring discounts forward ahead of the official calendar. According to Confesercenti, this trend risks stripping end-of-season sales of their original purpose.

The retailers’ association is calling for greater transparency and fair competition. Prices and discounts, particularly online, must be clear and verifiable, and rules on reference prices - defined as the lowest price applied in the previous 30 days - must be respected. Otherwise, Confesercenti warns, sales risk becoming just one stage in an almost continuous promotional cycle, creating confusion for consumers and penalizing businesses that play by the rules.