When do the sales start: the 2027 winter sale dates, region by region

Sales calendar · updated October 6, 2026

As of today, the 2027 winter sales have an official date only in Sicily: January 5 to March 15, 2027, set by a decree in October 2025. The other regions usually decide between November and December: Campania, for example, set the 2026 sale dates with a resolution on November 21, 2025. Until then, the Regions’ common rule applies, which in 2027 points to Tuesday, January 5. We’ll update the table below as resolutions are published.

Summer sales, on the other hand, start on the first Saturday in July: in 2027, that will be July 3.

The rule: the working day before Epiphany

Since 2011, the Regions have followed a common agreement: winter sales start on the first working day before Epiphany, while summer sales start on the first Saturday in July. In 2024, a clarification was added: if that day falls on a Monday, the start is brought forward to Saturday. This is why in 2026 sales started on Saturday, January 3, instead of Monday, January 5.

In 2027, Epiphany falls on a Wednesday: the preceding working day is Tuesday, January 5, so the start is not brought forward to Saturday. This is the date Sicily has already officially confirmed. But this is a rule, not a resolution: each region may set a different date, and Aosta Valley and the autonomous provinces of Trento and Bolzano decide for themselves.

Dates by region

Until the 2027 resolutions are published, the most useful reference is the 2026 winter sale dates. In 2025, they started on Saturday, January 4, almost everywhere.

Status as of October 6, 2026. “To be decided”: the region has not yet published the 2027 dates. Sources: Confcommercio winter sales calendar 2026 (updated in June 2026); Sicilian Regional Government, Decree 2763/2025; Lombardy Regional Government, sales dates and rules; Sky TG24, December 27, 2025. We will update the table when the new resolutions are published.

Winter and summer Sale: what is worth buying

The two sales periods are not equivalent for designer-label shoppers. In January, outerwear takes center stage: down jackets, wool coats, knitwear and boots are the categories where the quality-to-discounted-price ratio is at its best. In July, it is worth looking at sneakers, sandals, lightweight dresses and accessories, where sizes and styles sell out quickly.

There is also the timing within the sales period. The first few weeks offer the best selection with smaller discounts; the final weeks bring deeper reductions on what is left. For designer labels, where size and style matter more than the discount, those who choose early and carefully usually come out ahead.

Sale, mid-season sales and Black Friday are not the same thing

End-of-season sales have dates set by each region and specific rules: the tag must show the original price, the discount percentage and the final price, and under the Omnibus Directive, the discount is calculated on the lowest price in the previous 30 days. Mid-season promotions and sales take place at other times of the year: smaller reductions, but a fuller range of sizes.

Black Friday, which falls on Friday, November 27 this year, is a promotion, not a sale: each brand decides whether to take part and which items to include, and some fashion houses limit it to previous seasons. For a complete overview of the summer sales calendar and the debate among retailers calling for the start to be moved to the end of the season, read our guide to the 2026 summer sales.

If you’re shopping for gifts ahead of the holidays and want to avoid the most sought-after sizes selling out, browse our selection of Christmas gifts and our collections of gift ideas for women and gift ideas for men.

How to shop the sales well

Start with what your wardrobe really needs, not the discount: a well-made coat, a cashmere knit, an everyday bag, a clean-cut sneaker. Then look at the composition: when the price is reduced, it’s easy to focus on the percentage off, but with designer pieces, fabric, craftsmanship and cut still matter. Finally, consider where you shop: a boutique that sells only brands it is authorised to stock puts your mind at ease about authenticity, especially when the discount might make you wonder.

For summer, explore our guides on what to buy in the summer sales, designer women’s shoes on sale and designer bags on sale.

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Frequently asked questions

When do the 2027 winter sales start?

As of today, the only official dates are for Sicily, from January 5 to March 15, 2027. The other regions usually set their dates between November and December. The common rule established by the regions in 2011, the first business day before Epiphany, falls on Tuesday, January 5, in 2027; this remains a rule, not an official resolution.

How long do the winter sales last?

It depends on the region. In 2026, the most common duration was 60 days; Lazio’s lasted six weeks, Piedmont’s eight, Liguria’s until February 16, while Sicily, Friuli Venezia Giulia and Aosta Valley continued until March.

When do the 2027 summer sales start?

The first Saturday in July, which falls on July 3 in 2027. Sicily has already set the date in the same decree as the winter sales; the other regions follow the same rule unless they issue different resolutions.

Does Black Friday count as a sale?

No. Black Friday, which falls on Friday, November 27 in 2026, is a promotion: it is not subject to the timing and rules of end-of-season sales, and each brand decides whether to hold one and which items to include.

What price is the discount calculated on?

The discount is calculated on the lowest price applied in the 30 days before the reduction: this is required by the European Omnibus Directive, incorporated into Italy’s Consumer Code. The price tag must show the original price, the discount percentage and the final price.

Is it worth waiting for the final discounts?

It depends on the item. The final markdowns are deeper, but for designer pieces, core sizes and the most sought-after styles sell out within the first few weeks. If you’re already keeping an eye on an item and the price is right, don’t wait.

Vittorio Citro Boutique, Roccapiemonte. We have been selling fashion since 1917.