Winter sales are starting again. The 2026 discount season will be inaugurated on January 2nd in Valle d’Aosta, while from the following day they will start in almost all of Italy. For many it will be an opportunity to do some business, saving a lot but be careful not to let the situation get out of hand, fueling useless consumerism. Let’s discover the complete calendar and the handbook to avoid falling into the trap of scams both in physical stores and online.
The winter sales calendar
Northern Italy
Central Italy
Southern Italy and islands
Rules to keep in mind
The sales represent an opportunity both for consumers, who can purchase at reduced prices, and for shops, who dispose of seasonal goods, but the risk of fraud may be around the corner. Here are Confcommercio’s tips for purchasing consciously and without unpleasant surprises.
Change goods
The exchange is not an automatic right: it depends on the availability of the shopkeeper. An exception is made in the case of a defective or non-compliant product, which must be repaired or replaced. If this is not possible, you are entitled to a price reduction or refund. The defect must be reported within two months of discovery. For online purchases, the right of withdrawal is always valid within 14 days, even without reason (excluding made-to-measure or personalized items).
Try on garments
There is no obligation to have the goods tested: the decision is up to the shopkeeper, even during sales.
Payments
Credit and debit cards must be accepted by law. Merchants are required to encourage electronic payments: “cash only” is not permitted.
Goods on sale
The products must be seasonal or fashionable, destined to lose value if not sold within a certain period. Sales are not a warehouse emptying without rules.
Clear and verifiable prices
It is mandatory to indicate:
Remember: the reference price must be the lowest practiced in the 30 days before the start of the sales.
