When do the 2026 winter sales start in Italy? The 2026 winter discount season will kick off Saturday, January 3rd nin most Italian regions, with some exceptions: the Valle d'Aosta advances to January 2nd, while in South Tyrol The sales begin on January 8th, with dates varying depending on the district. The choice of January 3rd follows the national regulation on the Unified Regional Guidelines for the start date of end-of-season sales, according to which the sales begin on the first weekday before Epiphany. If this day falls on a Monday, the start is moved to the previous Saturday.
Winter sales 2026: when do they start? From Rome to Milan: dates and duration
| Region | Start and duration | Promotional sales notes |
| Abruzzo | January 3 – March 3, 60 days | Possibility of promotional sales at any time |
| Basilicata | January 3 – March 1 | Ban on promotional sales 30 days in advance |
| Calabria | January 3 – March 3 (to be confirmed) | Ban on promotional sales 15 days in advance |
| Campania | January 3, 60 days | Ban on promotional sales 30 days in advance |
| Emilia Romagna | January 3, 60 days | Ban on promotional sales 30 days in advance |
| Friuli Venezia Giulia | 3 January – 31 March | Possibility of promotional sales at any time |
| Lazio | January 3 – February 13, six weeks | Ban on promotional sales 30 days in advance |
| Liguria | January 3 – February 16, 45 days | Promotional sales banned 40 days in advance, with an exemption for Black Friday on November 28th |
| Lombardia | 3 January – 3 March | Ban on promotional sales 30 days in advance |
| Brands | January 3 – March 1 | Ban on promotional sales 30 days in advance |
| Molise | January 3, 60 days | Ban on promotional sales 30 days before and 30 days after |
| Piedmont | January 3 – February 28, 8 weeks | Ban on promotional sales 30 days in advance |
| Puglia | January 3, 60 days | Ban on promotional sales 15 days in advance |
| Sardinia | January 3, 60 days | Ban on promotional sales 40 days in advance |
| Sicilia | 3 January – 15 March | Possibility of promotional sales at any time |
| Toscana | January 3, 60 days | Ban on promotional sales 30 days in advance |
| Umbria | January 3, 60 days | Possibility of promotional sales at any time |
| Valle d'Aosta | 2 January – 31 March | Prohibition of promotional sales at least 15 days before and during the entire period |
| Veneto | 3 January - 28 February | Ban on promotional sales 30 days in advance |
| Trento | 60 days | Merchants determine sales periods |
| South Tyrol | January 8 – February 5 (Bolzano and Merano) / March 7 – April 4 (Other districts) | Varies by district |
Guide to safe purchasing during sales
To enjoy the 2026 winter sales safely, the Italian Fashion Federation-Confcommercio e Confcommercio Businesses for Italy suggest some rules Basic: Exchanges are not mandatory, but if the purchased product is defective or non-compliant, the retailer must repair, replace, or refund it. Trying on items is generally at the retailer's discretion, while cashless payments are always recommended, with credit cards required.
Furthermore, sale items must be seasonal or trendy and likely to depreciate if not sold by the end of the season. The starting price, the discount percentage, and the final price must be clearly displayed to avoid surprises at checkout. In some regions, such as Abruzzo or Sicily, in the case of promotions preceding the sales, the reference price for calculating the discount will be the promotion itself.
