Winter sales in Tuscany expected to generate €315 million

The winter sales starting on 3 January across Tuscany are expected to generate an overall turnover of around €315 million, according to estimates released by Confcommercio Toscana. The figure is slightly higher than last year’s €313 million, helped by a small rise in the number of people planning to shop during the discount period.

More than two million residents are expected to take advantage of the sales, mainly for clothing and footwear. The share of residents planning to buy discounted fashion items is estimated at 62%, up from 61% last year and 57% in 2024. At the same time, the average budget per person is forecast to decline to €139, compared with €140 last year and €142 two years ago.

According to Confcommercio, the figures confirm a continued weakness in consumer spending. Many shoppers who buy during the sales are people who postponed purchases during the regular autumn season, which retailers describe as generally sluggish across all market segments, from high-end fashion to low-cost chains.

Expectations are slightly more positive in art cities and major tourist destinations, including Florence. The start of the sales coincides with the Epiphany holiday period, when higher visitor numbers are expected. Retailers believe this could boost takings especially in the first few days, which traditionally account for a large share of total sales.

The association also points to a gradual return to physical shops. While online platforms are often used to compare prices and products, many customers are completing their purchases in-store, valuing direct advice and customer service. Households remain cautious about spending, with strong attention to value for money, but interest is growing in sustainable products, such as natural or low-impact materials, made-in-Italy items, and practical clothing suitable for immediate use.

The winter sales begin on 3 January in Florence and across Tuscany, with discounts regulated at regional level and applied simultaneously throughout the area.

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