The Winter sales have already started in Valle D’Aosta and will officially begin in Italy from tomorrow (Saturday, January 4). Consumers are showing a high level of interest, with almost one in two – 46% – already planning to buy at least one product, and an additional 50% considering the offers before making a purchase. These findings come from a survey on end-of-season winter sales, conducted by Ipsos for Confesercenti. 59% of those surveyed have already planned how much to spend on updating their wardrobe: on average, households will spend around 218 euros, with a higher average in Central Italy (almost 263 euros) and among those over 34 (almost 239 euros). These are significant figures for a promotional event that is still the most anticipated by Italians: 53% of respondents believe that sales are the most convenient and useful event, while only 20% mention Black Friday.
Following the trend around Christmas, physical stores appear to have an advantage over online retailers in the upcoming sales. Consumers will make purchases through both channels, but eight out of ten Italians (81%) will choose brick-and-mortar stores for at least one purchase, compared to 54% who will buy a product online. The most desired fashion products for these sales are sweaters and sweatshirts, as indicated by 51% of those who plan to make a purchase. This is likely a result of the colder weather following a warm autumn, which caused around 30% of consumers to reduce their winter clothing purchases. Quality sweaters with decorations are particularly sought after. Following closely behind are footwear (49% of mentions), and then skirts and pants (31%), with a strong interest in jeans and denim, as well as shirts and tops (30%).
There are also items such as underwear (28%), shirts and blouses (22%), bags (21%), and outerwear – jackets, coats, and puffer jackets – all at 21% in the wishlist. Accessories (18%) and dresses and suits (17%) are also on the list. “Sales – especially those in physical stores – are confirmed as the most anticipated promotional event by Italians. This is a positive sign after a lackluster autumn in terms of sales,” says Benny Campobasso, president of Fismo Confesercenti. However, there remains an issue with the date being too early: winter has just begun, and there is a risk of selling off the winter collection before fully being able to sell it. The ‘almost’ unique start date for sales, with the exception of Valle d’Aosta, is good, but they should really be placed at the end of the season. This is a request that we continue to strongly support.
Overall, there is a strong consumer interest in the winter sales, with a significant percentage of people already planning to make purchases. The average amount that households are willing to spend on updating their wardrobe is around 218 euros, with variations based on region and age group. Sweaters and sweatshirts are the most desired fashion items, with other clothing items like footwear, skirts, pants, and accessories also showing strong interest. Despite the popularity of online shopping, physical stores still hold a significant advantage in terms of consumer preference for making purchases during sales events. This highlights the importance of brick-and-mortar stores in the retail landscape, even in the digital age.
In terms of consumer behavior, the survey results show that many Italians view sales as the most convenient and beneficial shopping event, preferring them over other promotional events such as Black Friday. The anticipation for sales is seen as a positive sign for retailers after a slow autumn season. However, there are concerns about the timing of the sales, with some feeling that they start too early in the season. This raises the issue of potentially selling off winter collections before they have had a chance to be fully marketed. The desire for sales to be held at the end of the season is a strong request that is being advocated for by industry representatives. Overall, the survey results provide valuable insights into consumer preferences and behaviors during winter sales in Italy, highlighting the importance of this promotional event in the retail calendar.
