Summer Sales Kick Off in Florence and Across Italy on July 5

The long-awaited summer sales (saldi estivi) officially begin on Saturday, July 5, 2025, across Florence and the rest of Italy, with shop windows citywide offering deep discounts and eager shoppers already planning their purchases.

According to national trade association Confcommercio, the average Italian household is expected to spend around €203, or €92 per person, during the sales period. Across the country, total spending is estimated at €3.3 billion.

In Tuscany, forecasts are equally optimistic: 63% of families say they plan to shop during the sales, for a total estimated spending of €215 million in the region. The Florence metropolitan area is expected to lead, accounting for nearly €59 million, even without counting the additional spending from tourists.

Local retailers are hopeful that the high temperatures and the summer tourist wave will boost sales of light clothing, swimwear, and practical, all-season pieces. This year’s trends appear to favor natural fibers, comfort, and versatility—garments that can be worn throughout the year by simply changing accessories or outer layers.

End-of-season discounts continue to offer consumers a good opportunity to save money while supporting local businesses. Still, domestic consumption remains cautious, and the fashion sector is facing ongoing challenges across the entire supply chain, from production to retail.

There are also growing calls for clearer rules on fair competition, particularly in relation to major online platforms. Traditional shops are seen as being at a disadvantage compared to large e-commerce companies that invest heavily in promotion and benefit from more favorable tax conditions.

The Florence branch of Confesercenti shares similar optimism for a positive sales season. Areas such as the UNESCO-listed historic center are expected to benefit the most, driven by strong tourist presence. According to the association, the average household is predicted to spend between €180 and €200, with discounts starting at around 30%.

Among the most popular items this season are likely to be swimsuits, sneakers, dresses, and casual wear for women, as well as polo shirts, suits, and jackets for men.