Of
Cesare Ferrari
In Val d’Aosta from January 2nd. According to Confesercenti estimates, almost 2 million have already purchased on offer during the “pre-sales” which began immediately after Christmas
The countdown to the sales is in full swing: the end-of-winter season sales will begin on January 2nd in Valle d’Aosta and Saturday 3 January in Piedmont as in the rest of Italy, with the exception of the autonomous provinces of Trento and Bolzano, where different rules apply.
In fact, however, the discounts have already started: according to Confesercenti estimates, almost 2 million have already purchased on offer during the “pre-sales” which began immediately after Christmas. This is what emerges from an Ipsos survey conducted on consumers in view of the 2026 winter sales, the first promotional event of the year and among the largest in terms of size, with a turnover estimated this year at around 6 billion euros.
The advance sales, however – states the merchants’ organization – are diluting the impact of the sales. This is why Confesercenti asks «we need, in general, to review the rules on promotions, so that they ensure fair competition and distribution pluralism». Between December 26th and the formal start of the winter sales, a “de facto” promotional period is consolidatingespecially in fashion: offers and discounts appear in advance, often through formulas reserved for its customers which invite them to participate in «private sales», «pre-sales», «winter pre-sale» e «exclusive sales». Many labels, but the substance is the same: promotional offers that anticipate the official start date of the sales.
A dynamic – observes Confesercenti – in contrast with many regional regulationswhich prohibit promotions in the 30 or 45 days prior to end-of-season sales, and which makes the discount framework less readable: the November-January quarter it has turned into a season of continuous promotion, under the pressure of outlets and the online channel, with shops “dragged” into the promotional competition so as not to lose flows and customers.
Go to all the news from Turin
Subscribe to the Corriere Torino newsletter
December 29, 2025 (changed December 29, 2025 | 3:40 pm)
© ALL RIGHTS RESERVED
