I summer sales 2025 begin Saturday July 5 in almost all of Italy, offering discounts on clothing, shoes, accessories and end-of-season items, both in physical stores and online. The exception will once again be the autonomous provinces of Trento e Bolzano who will be able to decide autonomously data of sales based on the local market. A July, shopping becomes even more convenient thanks to the Amazon's first day, which in 2025 will extend for four consecutive days, from 8 to 11 July, with exclusive promotions and online discounts.
Summer Sales 2025: When Do They Start and How Long Do the Discounts Last?
La start date is July 5, 2025 for most regions, but duration and rules on promotional sales may vary locally. In many regions, sales will last 60 days, but there is no shortage exceptions, with some ending in late August or even September.
In Abruzzo, for example, the discounts will last 60 days, with complete freedom on promotional sales during the year. On the contrary, in Basilicata, the promotional period is prohibited in the 30 days preceding the start of the sales, while in Calabria the ban is limited to 15 days.
Summer discounts 2025: start and end dates region by region
Here is a summary table with the dates of the 2025 summer sales and the rules for promotional sales in each region:
| Region | Start and duration of summer sales | Promotions Rules |
| Abruzzo | July 5 (60 days) | Free all year round |
| Basilicata | July 5 - September 2 | Banned 30 days before |
| Calabria | July 5 (60 days) | Banned 15 days before |
| Campania | July 5 (60 days) | Banned 30 days before |
| Emilia Romagna | July 5 (60 days) | Banned 30 days before |
| Friuli Venezia Giulia | July 5 - September 30 | Free all year round |
| Lazio | July 5 - September 2 | Banned 30 days before |
| Liguria | 5 July - 18 August | Banned 40 days before |
| Lombardia | July 5 - September 2 | Banned 30 days before |
| Brands | July 5th – September 1st | Banned 30 days before |
| Molise | July 5 (60 days) | Banned 30 days before |
| Piedmont | July 5 (8 weeks) | Banned 30 days before |
| Puglia | July 5 - September 2 | Banned 15 days before |
| Sardinia | July 5 (60 days) | Banned 40 days before |
| Sicilia | July 5 - September 15 | Free all year round |
| Toscana | July 5 (60 days) | Banned 30 days before |
| Umbria | July 5 (60 days) | Free all year round |
| Valle d'Aosta | July 5 - September 30 | Banned 15 days before |
| Veneto | 5 July - 31 August | Banned 30 days before |
| Trento | At the discretion of the traders | Free |
Summer Sales 2025: What to Know Before Buying
During the summer sales period:
- Discounted products must be end-of-season items, not leftover inventory.
- The tag must clearly indicate the original price, the discount applied and the final price.
- The consumer has the same warranty rights on discounted products.
- Online sales follow the same rules as in-store sales.
Balances and penalties: what you risk in case of irregularities
Le penalties in case of irregular balances are defined by regional regulations, while violations of national regulations are punished according to Law 114/1998 (art. 22, paragraphs 3, 6 and 7), with fines from 516 to 3.098 euros, reduced to 1.032 euros if paid immediately. Among the main sanctionable violations: sales outside the period, failure to separate discounted and non-discounted products, incomplete or missing labels (they must indicate full price, discount and final price), poorly visible indications or misleading advertising. The sanctions vary from region to region.
