Overview

• Major chains such as Inditex, Zara and H&M kicked off sales in late June, displacing the traditional early July window.
• Stores nationwide are offering 20% to 50% off on clothing, footwear, home textiles, sunglasses and sun care products until late August.
• Consumers praise this year’s deeper discounts and are flocking to both bricks-and-mortar shops and online platforms during the heat wave.
• Small independent retailers and trade bodies argue that the earlier launch erodes profit margins and clashes with local shopping habits.
• Tourist influx and rising temperatures are boosting foot traffic, prompting retailers to extend the sale period’s scope and duration.