I Winter sales start today, January 2, 2025, with a preview from Valle d'Aosta, while in the rest of Italy they will begin on Saturday, January 4 and will last 60 days.
A survey conducted by Ipsos for Confesercenti reveals a high level of interest from consumers: 46% have already decided to buy at least one product, while 50% are waiting to evaluate the offers. The overall budget sees 59% of interviewees planning their wardrobe spending, with an expected average of around 218 euros per family. Spending is higher in Central Italy, where it reaches almost 263 euros, and among the over 34s, with almost 239 euros. Sales continue to be perceived as the most advantageous promotional event, with 53% of interviewees considering them more useful than Black Friday, indicated by only 20%.
Where to buy: the shops win
In terms of places to purchase, physical stores prevail over online, with 81% of Italians planning to purchase in-store, versus 54% for online purchases.
What are you looking for?
Among the most requested products, 51% of buyers are aiming for sweaters and sweatshirts, a consequence of the cold weather coming after a warm autumn. Footwear follows, with 49% of requests, followed by skirts and trousers (31%), sweaters and tops (30%), with other categories such as underwear (28%), shirts (22%), bags (21%) and outerwear (21%).
"Sales - and in particular those in physical stores - are confirmed as the most anticipated promotional event by Italians. A positive sign after an autumn characterized by very weak sales", says Benny Campobasso, President of Fismo Confesercenti. However, Campobasso expresses concern about “the date being too early: the climatic winter has just begun and there is a risk of selling off the winter collection before it can be fully sold”. He also underlines that, although the 'almost' unique start date of the sales is a positive step, “they really should be placed at the end of the season”, a request that is firmly maintained.
Article published on 2 January 2025 - 08:10
The winter sales that start today are a great opportunity to buy clothes. However, I don't know if it's a good idea to anticipate the sales so early. Maybe it would be better to wait a little longer before starting.