The race for the deal
starts with the start of the summer sales season throughout Italy, the first without restrictions after the two-year Covid emergency.
On the first day of discounts and 'bargains', the best performances were recorded in Milan, Naples, Florence, Bologna even if there were no real queues in front of the shops.
Slow start instead in Turin, also due to the too much heat - they say to Confesercenti - and in Bari
Who buys.
69% of Italians have already decided to buy, while 24% will first examine the validity of the offers.
The sales are expected above all in the South, where 74% of the population will participate, against 68% in the North and 64% in the Center.
33% will already buy during the weekend.
Where to buy.
Physical stores, this year without restrictions, still remain favorites: 64% will buy at least one product in a shopping center, 55% in a local store, 36% in a large chain.
48% will instead turn to an e-commerce site or app, while 37% will buy online directly from the manufacturer.
What you buy.
Especially footwear, indicated by 67% of the sample.
This is followed by sweaters, t-shirts, tank tops and tops (66%), while in third place there are skirts and trousers (41%).
Sales, Romans and tourists in the shops of via del Corso: 'Just a few purchases'
Codacons: "Departure under the banner of uncertainty"
The 2022 summer sales start under the banner of uncertainty, and the propensity to buy on the part of Italians weighs heavily on bills and emergency prices.
The Codacons affirms it.
Sales during the discount period will remain below pre-Covid values
, with an average expenditure per family that will be around 165 euros - explains Codacons - The number of citizens willing to take advantage of the balances is growing (about 60% of Italians) but the economic situation characterized by strong increases in energy prices, inflation skyrocketing and continuously rising fuels will affect consumers' choices, leading them to be more cautious in purchases and to limit the budget to be dedicated to sales.
However - analyzes the Codacons - the return of foreign tourists to Italian cities will give considerable help to trade;
Furthermore, the discount percentages applied by retailers are immediately very high, so as to attract customers to the shops.
Sales, however, will remain below pre-Covid values and will not be enough to close the gap with the past: in 2019,
Shopping in Turin
THE TREND IN THE CITIES
Positive start in Milan
, not only in the center but also in the main streets of all the districts.
The sales started today are also driven by tourists, who have returned to populate the city after the stop due to the pandemic.
"It is going well, we are already + 10% compared to last year - explains Gabriel Meghnagi, president of the streets association of Confcommercio Milano - also because there are many tourists. We expected a plus, a little for tourism and a bit for the parties that have resumed, such as weddings. Tourism is helping, at the moment we are very satisfied. The first hours are going well and this applies to the whole city, in the main streets, not just the center " .
In Corso Buenos Aires, a street with a high density of shops a stone's throw from the center, the heat does not stop the shopping crowd.
There are many people who walk with bags in their hands even in the hottest hours of the day.
Traders are happy with how the first few hours of sales are doing.
"There are a lot of people despite the heat - observes Cinzia Lucco, who runs a women's clothing store -. This morning there were many more people and in the late afternoon they will return. We are back to the pre Covid figures, there are many tourists and people want to spend despite the crisis. We are happy and there is no lack of enthusiasm, people want to re-emerge and live ".
Roberta is also satisfied with the sales: "it's going well. We are also satisfied because we went back to pre-Covid as takings - she said - she. People come in and want to spend".
Traders are happy with how the first few hours of sales are doing.
"There are a lot of people despite the heat - observes Cinzia Lucco, who runs a women's clothing store -. This morning there were many more people and in the late afternoon they will return. We are back to the pre Covid figures, there are many tourists and people want to spend despite the crisis. We are happy and there is no lack of enthusiasm, people want to re-emerge and live ".
Roberta is also satisfied with the sales: "it's going well. We are also satisfied because we returned to pre-Covid as collections - she said -. People come in and want to spend".
Traders are happy with how the first few hours of sales are doing.
"There are a lot of people despite the heat - observes Cinzia Lucco, who runs a women's clothing store -. This morning there were many more people and in the late afternoon they will return. We are back to the pre Covid figures, there are many tourists and people want to spend despite the crisis. We are happy and there is no lack of enthusiasm, people want to re-emerge and live ".
Roberta is also satisfied with the sales: "it's going well. We are also satisfied because we returned to pre-Covid as collections - she said -. People come in and want to spend".
This morning there was a lot more people and in the late afternoon it will be back.
We are back to the pre-Covid figures, there are many tourists and people want to spend despite the crisis.
We are happy and there is no lack of enthusiasm, people want to re-emerge and live. "Roberta is also satisfied with the sales:" it's going well.
We are also satisfied because we have returned to pre-Covid as collections she-she said she-she.
People come in and want to spend ".
This morning there was a lot more people and in the late afternoon it will be back.
We are back to the pre-Covid figures, there are many tourists and people want to spend despite the crisis.
We are happy and there is no lack of enthusiasm, people want to re-emerge and live. "Roberta is also satisfied with the sales:" it's going well.
We are also satisfied because we have returned to pre-Covid as collections she-she said she-she.
People come in and want to spend ".
We are also satisfied because we have returned to pre-Covid as takings - he said -.
People come in and want to spend ".
We are also satisfied because we have returned to pre-Covid as takings - he said -.
People come in and want to spend ".
In Naples, people in the street and queues at the cash desks
.
Good start in Naples on the first day of summer sales.
Many people in the street and in some shops register lines to access the dressing rooms and the cash desks.
Images that have not been seen for some time and that testify to people's desire to return to normalcy but also a greater propensity to spend.
It is clothing that takes the lion's share and it is in particular some national and international chains that catalyze the attention of consumers.
Sales that in most cases offer discounts of 30% but there is no shortage of shops that already today offer the goods on sale at 50%.
And if among the buyers there are those who let themselves be guided by the occasion, there are also those who instead had 'bet' some items in the last few weeks and waited for the sales to proceed with the purchase.
Start in slow motion for the sales in Turin,
where the first day recorded a drop in the average receipt which stood at 120-150 euros, and in the volume of sales which fell by 5%.
The periphery suffers more than the central areas, but traders hope to recover in the coming weeks.
This was announced by Confesercenti, according to which only a minority of shopkeepers expect to reach at least the sales level of 2021. "The great heat - says Giancarlo Banchieri, president of Confesercenti - does not encourage shopping and leads to leave the cities for the weekend. Economic uncertainties discourage consumers, leading many to make more prudent purchases and limit impulse purchases, once typical of sales ".
However, "a significant part of the clientele - observes Micaela Caudana, president of Fismo-Confesercenti,
In Florence, well despite the heat
.
Shoes, t-shirts, dresses, with a total cost of 150 euros per person according to the first estimates of Confesercenti.
The sales in Florence got off to a good start: several queues in the shops, despite the heat, also thanks to a large presence of tourists.
"It gives good hope - says the president of Fismo Confesercenti Firenze Enzo Nigi - the return to social life and aggregation but for a complete evaluation it will be necessary to wait a few days".
According to Paolo Gori, vice president of Confartigianato Imprese Firenze, the first estimate of this morning is a "6-7% more sales than last year. The goal for this year is to reach an increase of around 10%, in In the next few days we will understand if it will be achievable. But I am optimistic ".
Partial optimism also from Confcommercio Toscana.
In Puglia a slow start.
The sales in Puglia started slowly, as expected by the trade associations.
From today and until September 15, shops will be able to apply discounts on prices but this morning there were no particular queues in front of the Bari boutiques. Thanks to the great heat, many "took refuge" on the beaches, especially tourists to go shopping present in the city.
Most of the dealers for the debut have exhibited balances of 20 to 30% but in the coming weeks it will rise up to 70%.
According to Confcommercio forecasts, on average, Apulian families will spend around 200 euros for discounted purchases.
"But - warns the national Codacons - there is great uncertainty" due to the high bills and increases in general, for which the average expenditure will be lower than forecasts.
L'
Despite everything, the Confesercenti Observatory expects an increase in sales turnover compared to last year.
Just Confesercenti contested the start date of the sales, believing that the start was too early and that it would have been better to wait until August.
The novelty of 2022 is that retailers will no longer be able to refuse payment by credit or debit cards: the new rules, in force since June 30, provide for fines for those who have not adapted or for those who refuse the use of cards.
FORECASTS
"Until now, 2022 has been disappointing in particular for small and medium-sized physical retail companies, which are even more in difficulty due to the increase in fixed costs", explains Benny Campobasso, national president of Fismo, the association of fashion companies. by Confesercenti.
"For this reason, we invite you to buy in physical stores for sales, not only for a higher quality of purchase - you can touch and try on the garments, assisted by a sales person - but also to contribute to the economic recovery of businesses. and the revitalization of cities and small villages ".
Instead, the citizens of the Autonomous Province of
Bolzano
will have to wait until 15 July .
A ritual that takes on an even more important value given that families are faced with rising inflation and a reduction in their purchasing power.
Merchants and consumers have each made their own estimates and
on average a family will spend between 150 and 270 euros to buy products on sale
.
According to Confcommercio, the total value of the turnover will amount to 3.1 billion and each family will spend 202 euros, 88 euros per capita.
"A slight increase compared to last year - assesses the national president of the Italy-Confcommercio Fashion Federation, Giulio Felloni - and corresponds to the return of national and international tourism, especially on the coasts and in the cities of art".
The appointment with the summer sales "this year sees families in a situation of great difficulty", affirms the National Observatory of Federconsumatori which in the survey on purchases in the cities of Rome, Milan and Naples estimates that "according to the intentions
37.4% of families are inclined to buy
on
balance, with an average expenditure of 149 euros per family ".
The Codacons estimates are not far behind, indicating an average expenditure of 165 euros per family, at the same time warning about the period of uncertainty resulting from the high bills and the price emergency.
The consumer association claims that sales will remain below pre-Covid values, taking for example the figure of 2019, when the turnover of the summer sales exceeded 3.5 billion euros.
The numbers of a study prepared by Confimprese and EY give hope for a good sales trend, which notes how
consumption in Italy has returned to growth
: + 6.2% in May 2022 compared to the same period in 2019. the increase is the clothing and accessories sector, which shows an increase of + 12.6%;
catering follows, up by 1.5%, while non-food retail remains negative, closing May at -5%.
However, these numbers, on a more in-depth analysis, give back a different picture: in fact, consumption figures remain negative in the first five months of the year, with the total market down by 11.1% and the negative record precisely for clothing and accessories sectors, which show -19%.
According to Confimprese and EY, the average receipt for the summer sales will be 268 euros per family, with 80% directing purchases in the clothing-accessories sector, 35.2% in beauty products, hygiene and personal care, while in third place, with 32% of preferences, are products for the home and furnishings.
According to the president of Fismo Confesercenti for the province of Genoa, Francesca Recine, July 2 is a "too early start" date, in a moment of strong resumption of business also dragged by tourism.
"If the tourism sector - explains Recine - raises prices in high season, when the demand for overnight stays is greater, why must the fashion and clothing sector even lower them? A contradiction that we have been denouncing for some time".