With the turn of the year, the countdown begins for... winter balm, a traditional period of discounts throughout Italy. In 2026, most regions will begin their sales on Saturday, January 3rd.
The only exception will be Valle d'AostaIn some regions, the sales begin on January 2nd. In Liguria, the calendar marks the start for Monday, January 5th. The duration also varies: in some regions, the discounts last 30 days; in others, up to 60.
Official dates by region
- Abruzzo: from January 3rd for 30 days
- South TyrolFrom January 8rd to February 5th
- BasilicataDate to be confirmed.
- CalabriaDate to be confirmed.
- campania: from January 3rd for 60 days
- Emilia-RomagnaFrom January 3nd to March 3th
- Friuli Venezia GiuliaFrom January 3nd to March 31th
- LazioFrom January 3rd to February 13th
- LiguriaFrom January 5rd to February 28th
- LombardiaFrom January 3nd to March 2th
- BrandsDate to be confirmed.
- Molise: from January 3rd for 30 days
- PiedmontFrom January 3rd to February 28th
- PugliaDate to be confirmed.
- SardiniaDate to be confirmed.
- SiciliaFrom January 3nd to March 15th
- Toscana: from January 3rd for 60 days
- UmbriaDate to be confirmed.
- Valle d'AostaFrom January 2nd to March 30th
- VenetoFrom January 3rd to February 28th
What to know before buying
The rules for sale These guidelines were defined by the Federazione Moda Italia-Confcommercio. There is no obligation to allow customers to try on clothes. That decision is up to the store.
Regarding exchanges, these also depend on the retailer, except in cases of product defects or non-conformity. In these cases, the retailer must repair, exchange, or refund the item, provided the problem is reported within two months of its discovery.
Products on sale must be seasonal or fashionable, with a risk of rapid depreciation. It is mandatory to display the original price, the percentage discount, and the final price. Stores must also accept credit cards and encourage digital payments.
