Summer sales, starting tomorrow in all regions: shoes and t-shirts at the top of desires

Throughout Italy, 1 in 2 consumers is ready to spend: a turnover of over 3.5 billion euros is expected

ROME – Sales coming soon. This Saturday, July 6th, the end of summer season sales will officially kick off in all Italian regions, with the exception of the autonomous province of Bolzano. Consumer interest drops a little compared to last year, but remains high: over one in two – 55%, it was 61% in 2023 – intends to purchase at least one fashion item or product, for a turnover a total which we estimate at over 3.5 billion euros. This is what emerges from the usual Confesercenti-IPSOS consumer survey on the occasion of the 2024 summer sales. The trend of spring. The end-of-summer season sales will be an important moment for entrepreneurs in the fashion trade, who are coming off a cold spring quarter in terms of sales. The uncertain and anomalous weather that characterized the spring of this year, in fact, had a negative impact on consumption, with 39% of consumers purchasing fewer garments, footwear and accessories. Business expectations and the weather variable. Despite the slight decline, the resilience of consumer interest in sales is an element assessed positively by entrepreneurs in the sector. A further boost to consumption should come thanks to the contractual renewals signed this year – starting from that of the tertiary sector whose employees will receive a one-off payment of 600 million euros in July – and to the fourteenths: 19% of those who receive it will employ it in fact (also) for fashion purchases during end-of-season sales. Overall, therefore, sales expectations are based on stability compared to last year, even if the weather variable will count a lot: the rains and drops in temperature in recent days have not favored sales, even if from the weekend the climate should become more ‘summer’. Who buys. In addition to the 55% who have already declared their intention to purchase, there is also 31% of interviewees who will still stroll through the shop windows (virtual or real) and evaluate based on the offers and discounts, and a further 6% who he hasn’t decided yet. Only 7% of those interviewed say they do not want to take advantage of the opportunity. What do you buy. Even during these summer sales, footwear is the most sought after fashion product, indicated by 61% of those interviewed: above all summer sneakers, but also ballet flats, sandals and slingbacks and boat shoes; This year there is also a lot of demand among the shelves and shop windows for technical footwear, in particular for running, trekking and tennis. This is followed – with 57% of preferences – by t-shirts and tops, in particular polo shirts and sports shirts, while for women there is a growing trend towards looking for sweaters, blouses and tops in summer fabrics, especially linen but also silk, with a rediscovery of floral prints. In third place in the ranking are trousers and skirts (44% of indications): this year the emphasis falls on ‘midi skirts’, of medium length, but denim shorts and Bermuda shorts and leggings are also always sought after, in addition to classic light summer chino-type trousers for men, among whom there is also an interest in cargo trousers, whether long or short. 41% of those interviewed will also look for summer knitwear. In the top ten there are also suits and dresses (39%), and shirts (30%) – also in this case, preferably, made of light cotton, linen or silk – then swimsuits and beachwear (29%), pajamas/shirts night (16%) and finally bags (15%). “The end-of-season sales remain among the most popular commercial events, even if the excess of promotions and pre-sales have reduced their impact. The hope is that last year’s results will be achieved, perhaps even something more thanks to the arrival of high temperatures”, comments Benny Campobasso, President of Fismo, the federation of Confesercenti fashion shops. “The coordinated start between all regions is also positive. Of course, however, the launch date remains too early: in theory they would be end-of-season sales, but they arrive just over a week away from the start of summer. We need to move them further forward”.