Overview
- Valle d'Aosta opens on January 2 and most regions follow on January 3, with Trento and Bolzano operating under separate rules.
- Ipsos research for Confesercenti estimates about €6 billion in turnover for the 2026 winter sales season.
- Nearly 2 million shoppers have already purchased during post-Christmas pre-sales, according to Confesercenti.
- Early promotions often target loyal customers with labels such as private sales and exclusive offers, in some cases clashing with regional bans on pre-sale discounts.
- Confesercenti links the shift to continuous discounting fueled by outlets and e-commerce, while consumer group Codacons warns that strained budgets could limit spending.