Italy’s post-Christmas winter sales have started in most regions. Major cities including Rome and Milan began sales on 3 January 2026.
Only two regions follow different dates. Valle d’Aosta started on 2 January, while Alto Adige begins on 8 January.
The winter saldi mark one of Italy’s busiest shopping periods. Sales typically last around six weeks, and longer in some regions.
Rules shoppers should know
Italian consumer watchdog Codacons has reminded shoppers of their rights. Retailers must clearly display prices during sales. Items must show the original price alongside the discounted price. The watchdog advises shoppers to check that prices have genuinely fallen.
Discounts can only apply to stock already in shops before the winter sales. Retailers cannot add newly discounted items once sales begin. Codacons also warns consumers to be cautious of very large discounts. Reductions of more than 50% are rare, and usually limited to luxury retailers.
Shoppers who suspect a scam should contact Codacons or the police.
Retailers must accept the credit cards displayed in their windows. This rule applies during sales as well as at other times.
Returns and exchanges
Shops do not have to accept returns on sale items. The exception is if an item is faulty or damaged.
Retailers are also not obliged to allow customers to try on sale items. However, policies may vary between shops.
Sales dates by region
Abruzzo: from 3 January (60 days)
Basilicata: 3 January to 1 March
Bolzano: 8 January to 5 February
Calabria: from 3 January (60 days)
Campania: from 3 January (60 days)
Emilia-Romagna: from 3 January (60 days)
Friuli Venezia Giulia: 3 January to 31 March
Lazio: from 3 January (six weeks)
Liguria: 3 January to 16 February
Lombardy: from 3 January (60 days)
Marche: 3 January to 1 March
Molise: from 3 January (60 days)
Piedmont: from 3 January (eight weeks)
Puglia: from 3 January (60 days)
Sardinia: from 3 January (60 days)
Sicily: 3 January to 15 February
Tuscany: from 3 January (60 days)
Trento: from 3 January (60 days)
Umbria: 3 January to 5 March
Valle d’Aosta: 2 January to 31 March
Veneto: 3 January to 28 February
Shoppers are advised to check local rules as sales regulations can vary slightly by region.
