Summer sales start today: 6 out of 10 people buy, average spend 218 euros

The summer sales kick off today, Saturday 5 July, in almost all of Italy (with the exception of Trento and Bolzano). Already 6 out of 10 Italians have planned a purchase, for a turnover estimated at around 3.5 billion euros, but if we consider the spread of early offers and pre-sales outside the rules, it is estimated that already 6.5 million consumers have purchased with a discount before the official start of the sales. This is what emerges from a Confesercenti-Ipsos survey.

According to the survey, 62% of Italians have decided to take advantage of the discounts. The percentage increases among women and those who live in the South, both 67%. A further 32% reserve the right to decide based on the quality of the offers: a non-negligible segment that confirms how the promotional lever is decisive, but not automatic. Very few openly declare that they will not make purchases (3%).

The average budget is around 218 euros per person, which drops to 136 euros for those who do not work. The most common spending range is around 100 euros, chosen by one in four interviewees. But there are those who aim higher: 16% plan to spend 200 euros, while a minority (around 7%) reaches or exceeds 300 euros. On a territorial level, more is spent in the North (241 euros) and less in the Southern regions and islands (196 euros).

The queens of the sales are footwear: over half of consumers who have already decided what to buy (53%) will wear sandals, sneakers, wedges or moccasins. Immediately after appear t-shirts, tops and blouses (50%), followed by trousers, skirts and light knitwear (both at 38%). Dresses (37%) and underwear (31%) also maintain a significant share, while swimsuits and beach accessories (28%) signal the desire for vacation.

According to Codacons, the sales will generate a turnover of around 3/3.2 billion euros this year. The share of consumers interested in end-of-season discounts stands at between 50% and 55%, a stable share compared to last year, but in free fall compared to 70% 10 years ago. According to the consumer association, between e-commerce, online discounts and pre-sales that have now become a practice, the sales have lost their power of attraction. However, the turnover of the discounts could be fueled by foreign tourists who, at this time of year, crowd Italian cities and holiday resorts, and whose spending on clothing, footwear and accessories could boost trade, the association underlines. Codacons therefore warns consumers and spreads useful advice for shopping safely during the sales. «Always keep the receipt: it is not true that items on sale cannot be exchanged. Sales must be truly end-of-season: the goods on sale under the heading "Sale" must be the leftovers from the season that is ending and not warehouse stock. Shop around: in the days before the sales, go to the shops to look for what you are interested in, noting the price. Try to have a clear idea of ​​the expenses to be made before entering the shop: you will be less influenced. Be wary of discounts of more than 50%: they often hide goods that are not exactly new. Preferably, shop in trusted shops. Do not buy in shops that do not display the tag indicating the old price, the new price and the percentage value of the discount applied. Be wary of clothing items that can only be looked at and not tried on". Finally, Codacons reminds that the trader is obliged to accept electronic forms of payment (cards, debit cards) even for sales, without additional charges.