On January 4, 2025, winter sales officially kicked off across Lombardy, marking the anticipated start of discounts and promotions for consumers eager to refresh their wardrobes and homes. This year, the sales period will last for two months, concluding on March 4, 2025, offering shoppers plenty of time to snag deals.
According to Confcommercio, six out of ten Italians are gearing up for this season's discounts, with 22.1% planning to spend more than last year. Clothing remains the most sought-after category, with 93.9% of purchasers aiming to buy apparel, followed by footwear at 76% and lingerie at 40.7%. The trend indicates stronger engagement from younger consumers, who are particularly excited about picking up items they have long desired.
Sales regulations play a key role this season. Retailers are required to display original prices, the percentage discount, and final sale prices clearly to maintain transparency. Seasonal items are the only products eligible for discounts, with new arrivals not included. Importantly, consumers will still enjoy the same two-year legal guarantee for products bought during the sales, ensuring they can return or exchange faulty items.
Gabriel Meghnagi, Vice President of Confcommercio Milan, commented on the positive start to the sales, noting tourist engagement spurred purchases throughout the city. “Even with the three-day holiday, the mood is uplifting,” Meghnagi remarked. Consumers are enthusiastic about trying options on-site, not just relying on online purchases, as they appreciate the immediate feedback and variety available. He noted, “The boxes for online orders have halved, thanks to increased foot traffic.”
Similarly, Elena Genesoni, Vice President of Confcommercio Como, expressed optimism about early sales trends as shoppers flocked to main streets to explore new discounts. She emphasized the enduring appeal of traditional sales periods amid continuous discounts available throughout the year. “Many still wait for this moment to find real bargains,” Genesoni stated.
With consumers planning to shop both online and at physical stores, approximately 68% intend to split their shopping between the two. Social media has seen reduced influence as only 31.4% of shoppers look for deals on platforms, decreasing from 37% last year. Meanwhile, more consumers prioritize purchasing only necessary items, highlighting concerns about spending wisely amid broader economic challenges.
Retailers also face unique hurdles with the rapid expansion of online sales, which often feature discounted prices year-round. To compete, many local businesses are enhancing their service quality, offering personalized customer interactions lacking from online competitors. Many entrepreneurs agree on the need for uniform start dates for sales across Italy, which could simplify promotional management.
According to estimates from Confcommercio, families are expected to spend between €300 and €400 during the sales, enjoying average discounts of around 25% to 30%. Confesercenti posits slightly lower expectations, projecting family spending around €218. Both associations stress the importance of this sales season for reviving commerce following challenging years.
To maximize their savings, shoppers are advised to prepare lists to prevent impulsive purchases and to compare prices. Early shopping can lead to accessing the best selection, but prices may drop even lower as the sales period winds down.
Though consumer interest has seen fluctuations over the years, the winter sales still constitute around 25% of annual retailer revenue. This year's sales represent not just discounts, but also a significant opportunity for both consumers and merchants to engage following quieter periods.
The 2025 winter sales are set to provide remarkable value to eager shoppers, with retailers committed to transparency and wealthier selections. With adequate preparation and savvy shopping strategies, consumers can navigate the sales environment and make impactful purchases.