Summer sales end August with a decline of 2,6% in value

Starting on 4 July and ending, depending on the region, between 15 August and 1 September, summer sales take stock. The balance in decline comes as no surprise.

Factors such as the desire to save play a part, as does the crowding of many other promotions throughout the year.

For the sake of accuracy, it should be said that in some areas, Sicily and Friuli-Venezia Giulia, the event has not yet ended and continues until 15 and 30 respectively of the current month.

Federmoda-Confcommercio: the good start to the summer sales does not reverse the trend

According to Federazione Moda Italia-Confcommercio, after an encouraging start, the discount season progressively lost momentum, ending August with an average decline in sales of 2,6% in value compared with the same month of 2025.

The monitoring, conducted among those member companies that responded to the questionnaire, shows that the picture nevertheless remains complex: the 55% recorded stable purchases (37%), or growing purchases (18%), while the 45% experienced a decline.

“The good start was not enough to reverse a trend that continues to penalise local retail in the sector,” comments Giulio Felloni, president of Federazione Moda Italia-Confcommercio. “The problem is not the sales, but weak consumer spending and increasingly difficult market conditions for independent shops, amid rising operating and energy costs, reduced margins and unbalanced competition. The exceptional heat also dampened demand. Without concrete measures, there is a risk of a further acceleration of desertification”.

Can the costs faced by small shops and market imbalances lead to further desertification?

Fismo Confesercenti Veneto Centrale gives consumers a voice

Further findings come from Fismo Confesercenti Veneto Centrale, which reports substantial resilience, but without enthusiasm.

According to this source, not only was a lacklustre start observed among members, but the 67% of retailers recorded lower footfall than during the same period last year, with a decline in takings estimated at around 10%.

Total spending was concentrated in the lower bands: most people spent less than 50 euros and between 100 and 199 euros.

A survey conducted among the area’s consumers nevertheless shows that 73,1% of respondents made purchases during the sales season, confirming the public’s loyalty to the seasonal event.

The assessment of the value for money of the discounts nevertheless remains marked by caution: 60% describes them as average compared with expectations, and only one person in eight considers them very good value.

The most active public during the summer sales was concentrated in the middle age groups: 38,5% are between 45 and 54 years old, and 30,8% between 55 and 64. They are followed by 35-44-year-olds (19,2%) and those over 65 (7,7%); under 35 s were marginally represented.

As regards habits, only 19,2% take advantage of the sales every season, while the majority approach them more selectively: 38,5% shop during them occasionally and 26,9% rarely. 11,5%, on the other hand, say they shop frequently.

Despite the growth of e-commerce, the local shop has remained the preferred channel: 73,1% of shoppers mainly went to physical shops, 19,2% combined physical and online shopping, while a residual proportion used e-commerce exclusively.

Women’s clothing continues to lead the sales ranking

Among the most popular product categories, women’s clothing stands out, leading the ranking with 56% of preferences, followed by footwear (44%) and men’s clothing (32%). Further behind are children’s clothing (12%), accessories and perfumery/cosmetics (8% each), while household goods, swimwear and household linen account for marginal shares, at around 4 per cent.

When asked about the main reason for purchasing, 52% of respondents cited lower prices, followed by the need to purchase specific products (20%) and particularly attractive promotions (16%).

Only 12% admit to making an impulse purchase. According to Fismo Confesercenti Veneto Centrale, this picture confirms that consumers are increasingly rational and attentive to value for money, and not very inclined to be guided by emotion.

The overall amount, respondents confirm, was concentrated in the lower bands: 34,6% of respondents spent less than 50 euros and an identical proportion between 100 and 199 euros; 11,5% fell both within the 50-99 euro band and the 200-399 euro band, while 7,7% allocated between 400 and 599 euros.

Consistently, 40% said that the discount influenced the purchasing decision quite a lot, 20% a little, while the extreme positions (very much and a great deal) each received 16%.

When asked about the comparison with previous editions, 88% of respondents judged the summer sales 2026 to be in line with previous years, indicating a perceived substantial stability rather than a change of direction, either way.

Among the suggestions for future editions, some people ask for promotions during the season preceding the actual sales to be kept in check, so as not to undermine their appeal, and for consideration to be given to moving the period towards the end of the season.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.