Winter Sales 2026: Dates, Rules, and What to Expect in Italy

The winter sales season of 2026 is fast approaching. Across most of Italy, shoppers can look forward to discounts starting on Saturday, January 3, 2026. However, there are a couple of exceptions with Valle d’Aosta starting earlier on January 2, and Alto Adige later on January 8.

Start Dates Across Italy

When do the winter sales begin across Italy? The winter discounts are set to kick off on Saturday, January 3, in most Italian regions. Here's a breakdown:

• Most Regions: January 3, 2026
• Valle d’Aosta: January 2, 2026
• Alto Adige: January 8, 2026 (dates may vary by district)

The choice of January 3 aligns with national regulations regarding the unified guidelines of the Regions on identifying the start date for end-of-season sales. According to these guidelines, sales begin on the first working day preceding the Epiphany. If this day falls on a Monday, the start is moved to the preceding Saturday.

Tips for Safe Shopping

To ensure a safe and enjoyable experience during the winter sales, the Federazione Moda Italia-Confcommercio and Confcommercio Imprese per l’Italia provide some essential guidelines:

Returns and Exchanges

Retailers are not obligated to accept returns or exchanges unless the product is defective or non-compliant. In such cases, the retailer is required to repair, replace, or refund the item.

Trying on Clothes and Payment Methods

Whether or not customers can try on clothing is generally at the retailer's discretion. Cashless payments are highly recommended, and credit cards must be accepted.

Rules for Discounted Products

Products offered at a discount must be seasonal or fashionable and subject to depreciation if not sold by the end of the season. To ensure transparency, the initial price, discount percentage, and final price must be clearly displayed to avoid surprises at checkout.

Regional Variations

In some regions, such as Abruzzo and Sicily, if promotions occur before the sales, the reference price for calculating the discount will be the promotional price itself.

Key Considerations for Shoppers

• Product Condition: Ensure items are seasonal and marked down appropriately.
• Price Transparency: Verify clear display of original price, discount, and final price.
• Payment Options: Utilize cashless methods where possible.

Sales Start Dates Across Regions

Here's a quick look at the varying start dates across a few regions:

Remember to shop smart and be aware of your consumer rights during the winter sales!

Consumer Rights

Know your rights as a consumer! Understand return policies and ensure clear pricing.

What to do if a product is faulty?

The retailer is required to repair, replace, or refund the item.

Can I pay with credit card?

Yes, credit cards must be accepted.

Confcommercio Imprese per l’Italia suggests some ground rules to enjoy the winter sales 2026 safely.

Price Transparency

The price initial, the discount percentage, and the final price must be clearly exposed, so as to avoid surprises at the time of the payment.

Reference Prices for Discounts

Here's how reference prices are determined in certain regions:

In some regions, like Abruzzo or Sicily, in case of promotions previous to the sales, the price of reference for the calculation of the discount will be that of the promotion itself.

Recommendations

• Always check for defects before purchasing.
• Keep your payment receipts.
• Compare prices between stores.

The products in sales must be seasonal or of fashion and susceptible to depreciation if not sold within the end of the season.

Enjoy the sales!