Consumption growing due to winter sales. The forecasts of Confesercenti and Confcommercio speak of a turnover of almost 5 billion euros this year. One in two Italians will take advantage of the discounts, with an average budget increasing compared to the 2024 sales, even if the promotions will be slightly lower this year. We start today in Valle d’Aosta and the official debut in the rest of Italy is set for Saturday 4 January.
Sixteen million families will participate in the winter sales according to Confcommercio estimates. On average, a cost of 138 euros per person and 307 euros per family is expected. These numbers show a slight growth compared to 2024, with a turnover of 4.9 billion euros, 100 million euros more than last year.
This year too, clothing confirms itself as the most purchased product on sale: sweaters and sweatshirts in first place (51%), followed by footwear (49%) and skirts and trousers (31%), with particular attention to jeans and denim. Accessories, such as bags and belts, together with down jackets and coats, exceed 20%. Where do you go shopping during the sales? Physical stores remain the favourite: 81% of Italians plan to make at least one purchase by going to a store personally.
However, the winter sales are expected to be less generous than in previous years. According to a study by the National Consumers Union, average discounts for clothing and footwear stop at 17.6%, with a drop of 0.5 points compared to July 2024 and 1.7 points compared to the 2024 winter sales. clothing sector records average reductions of 18%, while accessories suffer a more limited reduction, of 5.7%. Footwear showed a decline of 16.3%, a slight increase compared to the summer sales (+0.1 points).
Despite this, almost one Italian in two has decided that they will buy at least one product (46%) during the winter promotions. Sales are popular and according to the Ipsos survey for Confesercenti they are and remain the most appreciated promotional event: 53% of those interviewed consider them more advantageous than other promotions, such as Black Friday. Almost six out of ten Italians who will take advantage of the sales have already planned how much to invest. In Central Italy and among the over 34s, the average budget is higher, reaching 263 euros in the first case and 239 euros in the second. “The sales represent a commercial tradition capable of involving the interest of 16 million Italian families looking for a bargain and of a growing number of foreigners who love Made in Italy shopping”, comments Giulio Felloni, national president of the Italian Fashion Federation. Confcommercio.
