Sales throughout Italy are starting today with millions of Italians who will go hunting for discounts. Just over six out of ten Italians (62.3%) will take advantage of the winter sales to shop, a “ritual” that affects over 15 million families who will allocate a total spending budget of up to 275 euros, compared to 254 for the year last.
Among the most requested items, at the top of the preferences, clothing (93.4%) and footwear (84.1%), while sports articles and accessories recorded the greatest increases compared to last year. Among the purchase channels, trusted stores are confirmed in first place for half of Italians, while online is chosen by 40% and mainly for the purchase of fashion items.
This is what emerges from the survey on the 2022 winter sales carried out by Confcommercio-Imprese for Italy. However, it is noted, the uncertainty of the current economic phase is felt by finding confirmation in the behavior of consumers: in fact, among those who do not buy on sale (almost 40%) more than half will do so to save, while among those who will purchases increases the share of those who will spend like last year (+ 4.1%). About 60% of retail businesses believe that the number of customers entering the store for sales will not be much different from last year. However, there is a small minority in which widespread pessimism still prevails on business performance. Finally, to better address the Covid emergency, 42.7% of companies have also resorted to e-commerce.
Where the purchases will be made
Half of those who shop at the next winter sales will go, as mentioned, to trusted stores (50.1%). The online channel follows which, with 39.9% of preferences, continues to grow (+4.9). Four out of ten respondents will use social networks to search for information about the items they intend to buy on sale (38.4%). Instagram is the most used social network (70.3%).
Relationship between quality and price and consumer protection
Almost all of those who have purchased on sale in the past positively judge the quality (94.8%) and variety (84.6%) of the products on sale. Having to choose between quality and price, 58.4% of respondents indicated the quality of the products as the most important aspect in the final purchases. On the other hand, the price is 41.6%. Although the quality of the products represents the most important aspect in the purchases on sale, the share of those who attach greater importance to the price has grown in the last ten years. Almost 77% of respondents say they feel protected when buying on sale.
Business expectations and the judgment on government actions
According to the Confcommercio report, about 60% of retail companies believe that the number of customers who will enter the store for sales will not be very different from last year. There is, however, a small minority in which widespread pessimism still prevails on business performance. Six out of ten traders say they are not satisfied with the action taken by the government to support companies in their sector for the management of the health emergency.
New business models
To deal with the Covid-19 emergency, 42.7% of the companies interviewed made use of e-commerce, of these 26.7% intensified online sales, 16% opened an e-commerce channel .
The rules for safely acquired
Making purchases in Covid times, as we have learned, is not easy. But, in two years of the pandemic, we have also learned to follow a few simple rules for safe shopping: from the use of a mask, to the use of disinfectant gels present at the entrances of shops and shopping centers. This, of course, if you go to the place to shop, because the pendemia and the fear of contagions that run due to the Omicron variant, have pushed many Italians to the race to buy online. Let’s see, however, what are the main rules to follow according to Altroconsumo. To guarantee risk-free shopping, Confcommercio and the Italian Fashion Federation have drawn up some rules for both the safety of retailers and that of buyers.
Can I change the items of clothing bought?
It is possible, but it is generally left to the merchant’s discretion. You cannot make the exchange if the product is damaged and, if you buy a faulty or damaged product, you must report it within and no later than two months. ù
How to behave in stores
Maintain a safe distance of one meter between waiting customers and inside the shop; disinfect hands with sanitizing solutions before touching the products; always use the FFP2 mask;
Proof of clothing
Trying on the garments is at the retailer’s discretion: in these cases it is always mandatory to wear a mask and sanitize your hands;
How should you pay
Electronic payment is preferable, preferably contactless and among these those with the smartphone, to avoid contact with the card reader (POS) as much as possible. It is good practice that the POS is turned towards the customer, so that he can do everything himself.
How to shop without nasty surprises
But what to pay attention to to make good purchases without running into bad surprises? Here are the tips of Altroconsumo.
1) Compare the old price tag with the reduced one: if you have doubts about the discount percentage or the price does not seem correct, ask the shopkeeper for clarification.
2) Check that the garments are in good condition. If the defect comes out after the purchase, you can ask for the termination of the contract: the shopkeeper must return the amount paid or reduce the price. It is important to keep the receipt.
3) Always try on clothes: if you regret your purchase later you risk not being able to change it. In fact, the exchange is at the merchant’s discretion, always ask if he will allow you to make an exchange and how many days you have available to do so.
4) Avoid buying items of clothing that do not have the two labels (the composition one and the maintenance one), to avoid damaging them when dry cleaning or wet cleaning at home.
5) Make sure that the goods on sale are seasonal. The law provides, in fact, that the sales do not concern all products, but only those of a seasonal nature and so-called “fashion” items, that is, those that are likely to depreciate if they are not sold during the season.
6) Remember that the prices displayed are binding on the seller: if at the checkout a price or a discount other than that indicated is applied, let the shopkeeper notice it and do not hesitate, in case of problems, to ask the municipal police to intervene.
7) The warranty is valid for two years from purchase. Beware, therefore, of chemical paper receipts, which fade after a few months; photocopies to be able to show them at the right time. The guarantee must be enforced within sixty days from the moment the defect is discovered.
Here are the tips on payments
«A merchant affiliated with a payment circuit (Visa, Mastercard, Pagobancomat, American Express …) is required to always accept the cards and other payment instruments of the circuit, even during the sales period. It is not possible to increase prices for payments made by card and additional commissions cannot be applied, remember that paying digitally is your right »writes Altroconsumo. Pay attention to payments made with the revolving card, because the rates applied can exceed 20%. This payment instrument can be convenient only in the case of repayment of the capital in a very short time, ie a few months. To avoid confusion and unwanted purchases, the goods sold on sale must be displayed separately from the non-discounted ones: make a report to the municipal police if this rule is not respected.