Italy's 2026 summer sales: a quick guide

Rome's summer sales start on 4 July 2026. Summer sales in Rome and the Lazio region begin officially on Saturday 4 July with discounted clothes, shoes and accessories on offer for the following six weeks. Italy's summer sales begin in all regions on 4 July however the end date varies from region to region, with sales seasons running between six and eight weeks. Consumer watchdog Codacons points out that shoppers should be aware of the regulations regarding sales and should check whether prices have actually been lowered. Shoppers should be wary of shops advertising discounts of more than 50 per cent. Codacons says that only shops at the very high end of the market could afford to offer such a discount, and that if consumers suspect a scam that they should contact Codacons or the police. Shopkeepers are obliged to display both the full and discounted price of all items on sale, and they must accept the credit cards displayed on their windows as payment during sales. Unless the item is damaged, shopkeepers do not have to accept returns on sale items, nor are they obliged to allow customers to try on items. Here is the calendar of Italy's 2026 summer sales, with the start and end dates region by region:   Abruzzo: From 4 July for a maximum of 60 daysBasilicata: 4 July - 1 SeptemberBolzano province: 16 July - 13 AugustCalabria: From 4 July for a maximum of 60 daysCampania: From 4 July for a maximum of 60 daysEmilia Romagna: From 4 July for a maximum of 60 daysFriuli Venezia Giulia: 4 July - 30 SeptemberLazio: From 4 July for six weeksLiguria: 4 July - 17 AugustLombardia: From 4 July for a maximum of 60 daysMarche: 4 July - 1 SeptemberMolise: From 4 July for a maximum of 60 daysPiemonte: From 4 July for eight weeksPuglia: 4 July - 15 SeptemberSardinia: From 4 July for a maximum of 60 daysSicily: 4 July - 15 SeptemberTuscany: From 4 July for a maximum of 60 daysTrento province: businesses choose independently when to hold sales, for 60 daysUmbria: From 4 July for a maximum of 60 daysValle d'Aosta: 4 July - 30 SeptemberVeneto: 4 July - 31 August Photo credit: M. Rohana / Shutterstock.com