Sales in Italy 2026: when do they start and end? The amount of discounts that you need to pay attention to. Where to buy at sales in Milan and Rome, the best outlets nearby – tells Eurotraveler.
Sales in Italy, the famous SALDI, are literally an event in the life of the country and one of the reasons for the appearance of tens and hundreds of thousands of foreign tourists in its major cities. Driven by only one goal: to buy some clothes, shoes or accessories of a famous brand with a huge discount.
Twice a year, in winter and summer, at sales in the best stores and outlets in Italy in Milan and Rome, Florence, and other cities, a lot of absolutely air-conditioned goods are offered, but slightly “obsolete.” In winter, during SALDI, clothes from autumn-winter collections are sold, in summer – spring-summer collections.
By the way, don’t confuse SALDI and SCONTI.
The former in Italy are understood as official sales, which were once legalized by the state precisely in order to revive demand.
The latter can be arranged by the stores themselves (or entire chains) at any time at will. This is done to draw attention to the collection or for some other (packaging) reason.
Discounts and Dates
The prices of goods, and this is regulated by the 1939 law, are set once and for the entire duration of the SALDI sale. And they can’t change much depending on demand.
Therefore, it is especially important to “seize” the moment of the very beginning of the action in order to easily choose the right model, style and size.
If you do this late, you will have to choose from the rest. Out of frustration, you can also buy something that sits in a bag or dangles on your leg.
By this time, the discounts, however, increase from the standard 30-40% and reach an astronomical 70-75%.
The decision on the start date of the sale in Italy is made by local authorities. And no one can guarantee that they will be the same in all 20 regions of the country.
As a rule, the start dates of Saldi, plus or minus, coincide. Traditionally, this is the first Saturday of the month: January or July. But the deadline for the unprecedented generosity campaign may vary.
For example, in 2026, sales in Italy will begin on January 4 and 5, that is, shortly before the feast of the Catholic Epiphany (Epiphany). But they end in different regions on different dates: at the end of February or even the end of March.
The current Calendar
of the campaign in the regions of Italy can be viewed here (Italian) – bravosconto.it/speciale/saldi-invernali.html.
The famous winter sales in Milan often last until the beginning of March. In the south, in Sicily, until mid-March. And in the northern Aosta Valley – generally until April.
While in Lazio and Rome, for example, they may put an end to mass shopping in mid-February.
Which, on the one hand, is certainly bad. But on the other hand, it’s good. Because it will allow you to see Rome not in 2-3 days, but to devote much more time to this fascinating activity.
Summer sales in Italy usually start on July 3-5 and last up to 50 days. That is, usually until the end of August or the beginning of September.
What you Need to Know
There are some rules for those who are going to visit Italian sales not just to look at this massive madness, but also to buy something.
First, don’t focus solely on outerwear, and don’t forget about underwear and accessories. Because Saldi is the best time to stock up on tights and socks, underwear, belts and scarves of excellent quality at an affordable price.
If the discount is huge and reaches 50% or even 70%, do not forget to check for defects, as they may be hidden and not noticeable at first glance. The receipt must be kept, because according to the law, anything substandard can be returned.
You should try on what you bought as soon as possible in order to have time to return the defective item.
Visiting shops and outlets on Saturday afternoons and on Sundays is not the best idea during sales in Italy, as this is the time used for family shopping. A weekday morning or arriving at the store an hour before closing is a much more fruitful time.
Timetables
Small shops and individual boutiques usually open at 9-10 a.m. and close at 18-19 p.m. Most of them don’t work at all on Sunday.
Which, of course, first surprises and then upsets the customers who come from slightly more businesslike and less relaxed countries of the world. But what is, is that Italians honor Sundays as a time that is best spent with loved ones rather than working…
We have even created a whole review about other interesting customs of Italy, if you are interested, read it.
Large shopping malls in Italy, as well as multi-storey stores selling different brands, are open from morning to evening (usually until 21-22 hours) during the hot discount period. No days off or even lunch (oh, that siesta) breaks.
Milan Sales
They are the most famous, since it is this city that holds the title of the capital of “high fashion” today. It has the largest number of boutiques of famous design houses and several outlets.
It makes sense to focus your efforts on shops on such streets as: Via della Spiga (Fendi, Just Cavalli), Via Manzoni (Armani), Via Sant’Andrea (Trussardi), Via Montenapoleone (Versace).
The famous La Rinascente center in the city center on Piazza Duomo is probably known to everyone. That’s why the discount season is almost always crowded with shoppers.
Citizens who do not want to overpay for world-famous brands should thoroughly explore the shops on Via Dante, stretching from Piazza del Duomo to Castello Sforzesco. For this shopping thoroughfare is home to boutiques of mostly Italian brands.
You can also buy excellent quality children’s clothes and toys here.
A large number of shops of even more inexpensive – mass-market brands live on Via Torino also in the city center. They mostly buy decent quality youth and casual clothes here, but for reasonable money.
There is a place for shopaholics to roam in Milan on the long Corso Buenos Aires, located at a certain distance from the Duomo and the main attractions. There are stores of lesser-known (and much less expensive), but still high-quality brands.
We recommend visiting the flea market in the Navigli area in Milan – at least such a step does not need to be correlated with the calendar of seasonal sales. And therefore it can be undertaken on any Saturday.
Why are we trying to persuade you to do this? Sometimes you can find very interesting, original things on such ruins.
If
you can’t buy everything in a day – and that’s not so unlikely, given the hype – stay in Milan for a night or more. Our favorite in terms of location and quality is the (not cheap) Residence De La Gare apart-hotel.
On the one hand, it is located near the central city railway station. Which, for example, is very convenient for arrivals from Malpensa Airport. As well as those who travel further in Italy.
On the other hand, the Corso Buenos Aires is stretched out not far from the hotel, ready to give you kilograms of things.
Here’s where else to go in Milan in January.
Nearby
There are the following outlets from Milan: Serravalle, Franciacorta Outlet Village, Fidenza village, Vicolungo The Style Outlets. In the city itself, there are also mono outlets Max Mara, Armani, and Dolce & Gabbana.
Florence
If you prefer clothes and accessories from Prada, then it’s worth visiting the Prada Outlet Space in Tuscany, near Florence. Shopping malls such as Barberino Designer Outlet and The Mall, Valdichiana Outlet Village are also among the main attractions of Tuscany.
If you are going to
Rome Sales
First of all, you should pay attention to the branded stores near the Plaza de Espana. And take a thoughtful walk along via dei Condotti and next to it (Armani, Gucci, Dolce & Gabbana, Valentino).
And also spend a few hours exploring the range of boutiques on via Del Corso and via Nazionale near Termini station.
Popular outlets near Rome are Castel Romano Designer, 25 km away in the direction of the Tyrrhenian Sea, and Valmontone Outlet, about 40 km southeast of the Eternal City.
It is worth bearing in mind that outlets offer clothes at any time of the year with discounts of up to 70%. And during the official sales in Italy, they are given an additional discount.
Is it any wonder that these centers are extremely popular among both locals and tourists?
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