The winter sales season has kicked off positively across Italy, with signs indicating increased customer interest and good sales performance compared to the previous year. Consumers are seeking bargains as the sales began on January 5, 2025, providing the opportunity for many to shop spiritedly after the holiday season.
Reports from various regions including Genova, Arezzo, and Cremona demonstrate the enthusiasm surrounding this year’s sales. According to Paolo Mantovani, the president of Federmoda Confcommercio Toscana, "The sales have started quite well. There’s no longer the rush for sales like there used to be, but over 60% of customers have declared their intention to make purchases during the sales. While interest is tempered by the economy, there’s still significant engagement. We have the upcoming week to observe the trend, with the first three to four weeks historically being the most effective for sales. People are showing interest."
Valeria Alvisi, director of Confesercenti Arezzo, shared similar sentiments, stating, "The start of the sales is good. There are high expectations; the first day appears positive." This affirmation echoes through various regions such as Genova, where Francesca Recine, the regional president of Fismo Confesercenti, noted, "The beginning of the winter sales in Genova and its province is positive, showing about 10-15% increases compared to last year. The surge is largely driven by tourists, especially many from abroad, as many locals are still on holiday and are expected to return next week."
Despite promising starts, some merchants voiced concerns about how sales have changed over the years. Recine emphasized, "It’s evident the sales no longer represent the event they once did, both in expectations and economic impact. The timing appears too early, which has led to them being squeezed between continuous promotions and the start of the season. This situation erodes the margins of retailers just when they need it most."
Enrico Montolivo, CEO of Giglio Bagnara, highlighted favorable conditions due to the three consecutive holidays occurring at the beginning of January. "This calendar is advantageous for competition with shopping centers. The cold weather also serves as encouragement for customers to look for winter apparel such as jackets and coats, which are always top sellers during sales," he said. Many shops reported significant sales of outerwear, proving the weather to be beneficial for winter purchases.
Walks down the primary shopping streets of Genova presented great opportunities for foot traffic. Merchants like Adriana Deiana, who owns two stores, commented on attendees' shopping activities and anticipated sales correlation with local events. Others, like Monia Modarelli, highlighted how factors like proximity to major attractions influence store patronage during such promotional periods, detailing the need for improved public transport and parking to attract more shoppers to Sestri.
While some businesses thrived, concerns about low engagement levels persisted. For example, Stefano Lucia of Lully, noted, "The first day is usually peaking, but there's been fewer shoppers lately. We still work with our regular customers waiting for discounts, yet it’s clear there isn't much hustle for sales." Yet, others, like Valentina Laurìa from Battifora shoes, revealed steady sales through loyal customers, noting, "We had many habitual clients who confidently shop with us on these days. Typically, women lead the charge on the first sales day, knowing exactly what they want and acting swiftly."
Overall, the sales season has spurred multiple regions toward successful retail experiences. Francesca Recine observed, "The beginning has been promising with good foot traffic translating to sales. Families are eyeing where to spend their money, especially with sustainability factors coming to the forefront. Traditional shopping outlets are enjoying renewed interest as consumers become mindful of substantial spending and impulse buying habits."
The upward trend extends to other markets such as Cremona and Casalmaggiore, where merchants like Camillo Franchini praised the turnout, especially immediate sales stemming from pre-existing customer loyalty. Franchini observed tourists and local buyers seizing the opportunity to capitalize on marked-down pricing, especially on clothing and accessories, ensuring positive transactions to kick off the sales season.
Alberto Doldi, who runs Enrico IV clothing and accessory stores, affirmed the positive momentum: "The sales launch on day one drew immense foot traffic. The winter season has begun well, and like previous years, people seem inclined to prefer quality over sheer quantity. A considerable number of nearby shoppers tackle the sales, indicating successful engagement this year."
With merchants across the board cautiously optimistic and strategically refining their approach to marketing and sales events, the 2025 winter sales season looks to not only rekindle shopping enthusiasm post-holiday, but also offers brands and shops the chance to improve and innovate within the competitive retail space.