2026 winter sales kick off: worth 6 billion but the effect is weakened by pre-sales and early discounts

Of
M. Jat.

The first to leave, on January 2nd, is the Aosta Valley, from January 3rd the rest of Italy. But between pre-sales, continuous promotions and unclear rules, the 6 billion event is losing strength and transparency

The winter sales officially start, but this year they seem more like a formality than a start. From January 2nd in Valle d’Aosta and from January 3rd in the rest of Italy – with the exception of the autonomous provinces of Trento and Bolzano – end-of-season sales are starting, which should generate an overall turnover of around 6 billion euros according to Confesercenti estimates.

In reality, however, for many consumers discounted shopping has already started days ago: almost 2 million Italians have already made purchases in the so-called “pre-sales” started after Christmasskipping part of the typical concentration of the promotional event.

A more readable calendar, but increasingly uncertain rules

In much of Italy the sales season opens with dates agreed by the Regions, which – based on sector agreements – standardize the calendar to avoid dispersion of demand and unfair competition. However, many local regulations prohibit promotions in the 30 or 45 days before the start of the sales themselvescreating a regulatory framework that is often contradictory to actual commercial practices. A season of discounts that becomes permanent

A season of discounts that becomes permanent

The emergence of pre-sales, “private sales” and digital promotions is not just an isolated phenomenon: for many analysts it has become a structural mechanism. According to economic observers, the advance of discounts reflects the pressure on retail marginsthe need to dispose of stocks and the changed dynamics of consumption, where the perception of convenience matters as much as the price.

Consumption and trends: between caution and real needs

The consumption picture in Italy shows mixed signals. According to recent data, a significant share of families (around 66%) intend to make purchases in the autumn-winter season, with particular attention to quality and promotions, while sensitivity to offers remains a key driver of purchasing behaviour.

At the same time, fashion retail has faced a difficult period: the previous year saw, in some surveys, a decline in sales during the sales months for many companies, highlighting how competitive pressure and the fragmentation of promotions affect turnover and margins.

The point of the trade associations

For Confesercenti, the issue to be resolved remains the transparency of the offer and compliance with the price rules, so that the sales maintain their original function and do not transform into a marketing gimmick in a period of continuous promotions. Similarly, associations such as the Italian Fashion Federation-Confcommercio have underlined how the balances affect up to 20% of the annual sales of some companieshowever also highlighting the need for targeted policies to support traditional retail.

January 1, 2026