Sales start on July 5th all over Italy, but the offers are already going crazy

Promotional sales, pre-sales, web discounts and offers via social media: this is how the market announces, in fact, the start of the summer sales season, bypassing the official date set by the regulations. A real "assault on business", which anticipates approximately 700 million euros of purchases before the official start date of the end-of-season sales.

This is what Fismo Confesercenti estimates based on a survey conducted by Ipsos on the phenomenon of 'pre-sales'. Which is widespread: one week after the start of the sales - starting on July 5th throughout Italy - over 6.5 million consumers have already taken advantage of the offers, spending on average about 100 euros each.

Moreover, the promotional focus is very broad: over half of Italians (52%) have already received offers, even if only a part - 18% of the total - have actually purchased. 34% have received offers but have chosen not to purchase, while 45% say they have not received any proposals and 3% do not remember.

Early offers are mainly aimed at younger age groups: 22% of 18-34 year olds took advantage of the pre-sales, compared to 17% in the 35-65 age group. Women (20%) are slightly more likely to buy than men (17%). From a territorial point of view, the pre-sale purchase trend is fairly homogeneous: 19% in the North and South, 17% in the Center.

"In recent years, commercial strategies to anticipate the competition have multiplied," comments Benny Campobasso, president of Fismo Confesercenti. "Today the regulatory framework clashes with a reality that often escapes controls: a parallel market of discounts and offers, which moves weeks in advance, online and offline.