Saturday, July 6 marked the start of the summer end-of-season sales. Although consumer interest has slightly decreased compared to the previous year, with 55% of respondents intending to purchase at least one fashion item or product (compared to 61% in 2023), expectations remain high. According to a survey conducted by Confesercenti-IPSOS, the overall turnover is expected to reach €3.5 billion throughout Italy.
Discounts and Spending Propensity
Andrea Maggioni, Coordinator of Confesercenti for Lake Garda, explained that the discount percentages will start from 20% to 40%, with peaks up to 50%. These discounts will increase in the coming weeks depending on the type of merchandise. “The expected average spending will range between €180 and €200,” Maggioni added.
Impact of Weather on Sales
The spring quarter was characterized by unsatisfactory sales in commercial hubs around Lake Garda such as Salò, Desenzano, Sirmione, and Limone. Uncertain weather conditions had a negative impact on consumption. However, the resilience of consumer interest in sales is viewed positively by local entrepreneurs.
Favorable Economic Factors
The contractual renewals signed this year represent an additional stimulus to consumption. In particular, employees in the tertiary sector will receive a one-time payment of €600 million in July. Furthermore, 19% of the beneficiaries of the extra pay will use part of the amount for purchases during the end-of-season sales.
Forecasts and Variables
Despite the slight decline in consumer interest, expectations are oriented towards stable sales compared to last year. The weather variable remains crucial: recent rains and temperature drops have not favored purchases, but there is hope for improved weather conditions next weekend.
Purchase Preferences
Footwear remains the most sought-after fashion product during these summer sales, with 61% of respondents’ preferences. They are followed by t-shirts and tops (57%), pants and skirts (44%), and summer knitwear (41%). Other popular items include dresses and clothing (39%) and shirts (30%).
Andrea Maggioni emphasized that “End-of-season sales remain among the most appreciated commercial events,” despite the excessive previous promotions having reduced the overall impact. Maggioni hopes that the results of last year can be achieved or even surpassed thanks to the high temperatures forecasted.
A positive point is the coordinated start of the sales among all neighboring regions such as Veneto and Trentino-Alto Adige, which is crucial for a tourist area like Lake Garda. However, Maggioni criticizes the early start date of the sales: “In theory, they would be end-of-season sales, but they come just over a week before the start of summer.”
Italian Version
