Campania, the sales are underway: a €660 million deal amidst the web uncertainty and the "pre-discount" issue.

Naples – Tomorrow officially kicks off the winter sales season in Campania, a long-awaited event that promises to inject approximately €660 million into the regional economy this year.

Despite consumer enthusiasm, forecasts from the Confesercenti Campania Research Center paint a mixed picture, marked by a slight contraction in family budgets and a regulatory "jungle" that penalizes small neighborhood shops.

The numbers: per capita spending and the tourism effect

According to estimates, one in two Campania residents will take advantage of the discounts, with an average per capita spending of €200. This figure is slightly lower than last year (about €10-15 less), reflecting widespread economic prudence. However, the massive influx of tourists will support overall revenue: visitors are expected to contribute approximately €250 million, with an average individual spending of €100 on local shopping.

The “black hole” of pre-sales

The trade association is particularly concerned about the phenomenon of pre-sales, or early promotional sales that often escape scrutiny. "Nearly 18% of consumers have already purchased during this irregular phase," explains Vincenzo Schiavo, president of Confesercenti Campania and national vice president with responsibility for Southern Italy. "We're talking about approximately 90 million euros already spent that won't make it into the official sales circuit. It's a state of anarchy that deprives those who follow the rules of order."

The unequal challenge against the web giants

The real battleground, however, remains digital. 59% of Campanians say they plan to buy online, diverting over €223 million to the major platforms. Schiavo mince his words: "Competition is fierce and often unfair. The web giants pay 60-70% less in taxes than our businesses. It's urgent that the government intervene: those who sell online must be subject to the same rules as local shops."

What will the Campanians buy?

At the top of the wish list remain the classics: shoes, sweaters, jackets, and quality clothing. Although the regional average spending remains lower than the national average, the over-35s segment remains the one with the highest propensity to purchase. Naples and its province remain the driving force of the regional economy: over 60% of total turnover will be concentrated here, with approximately €380 million ready to flow into retailers' coffers.

"The backbone of commerce in the South is made up of small and medium-sized family businesses," Schiavo concludes. "Without definitive regulation that protects the small from the powerful, we risk losing an irreplaceable artisanal and social heritage.