Summer sales starting. The average expense will be just over 200 euros per family

They will leave on Saturday 4 July summer sales in much of Italy. The only exception is that of the autonomous provinces of Trento and Bolzano where, however, a modulation of the dates is envisaged with some differences in the individual territories.

The average expenditure of individual families, calculated by trade associations, it should settle just above 200 euros. The discounts will last, depending on the individual regions, between 45 and 60 days. Almost all regions, with the exception of Abruzzo, Friuli Venezia Giulia, Sicily and Umbria, have established a ban on promotional sales in periods between 15 and 40 days before the start date of the sales.

Estimates on Confcommercio balances

According to estimates by theConfcommercio Research Officethis year each family will spend an average of 201 euros to purchase discounted items, equal to 91 euros per capita, for a total value of 3.2 billion euros.

The president of the Italian Fashion Federation-Confcommercio, Giulio Fellonicomments: “With the start of the summer sales, consumers’ interest in an event that represents a great opportunity to choose more carefully, find quality items at advantageous prices and give value to their purchases is confirmed to be high.”

Felloni underlines: “Sales are certainly a moment of convenience, but also an invitation to buy better: fewer disposable products, more awareness, more durability. Buying in fashion stores means being able to count on assortment, consultancy and transparency, as well as supporting local businesses and the economic fabric of our territories. It is a way to combine savings, style and responsibility, rewarding a more careful and sustainable consumption model.”

The weight of e-commerce

Trade has changed its skin in recent years, with the advance of online shoppingstarting from those on the large portals. In 2025, the B2C eCommerce Observatory Netcomm finds, the value of this type of expense will reach 40.1 billion euros, an increase of 6% compared to the previous year. However, sales represent an important moment for the fashion sector: they affect between 25% and 30% of the annual turnover of clothing stores.

The Ipsos survey for Confesercenti

Seven out of ten Italians, he notes the usual survey on sales conducted by Ipsos for Confesercenti, they intend to purchase, with a peak at 71% in the South, for an expected average spend of 209 euros per person. As regards average spending, the North-West leads the ranking with 247 euros, the South stops at 181. Men spend on average 225 euros, women 196.

Compared to last year, 28% of those interviewed reduce the budget, with peaks of 32% in the North-East and the South, while only 18% increase it (25% in Central Italy) and 54% keep it unchanged. Among those who cut spending, 65% indicate the cost of living and inflation as the main causes, a share which rises to 70% in the North-West.

“The sales remain awaited by consumers, even if the succession of promotional campaigns throughout the year dilutes their appeal. But the problem of the calendar remains: they should close the season, and instead they open when it has just begun, and the pre-sales bring the event further forward”, comments Francesca Recine, president of Fismo Confesercenti.