Rome is one of the last cities to begin its summer sales: shops in Torino officially launched its cut-price promotions on 1 July, and Naples on 2 July. Genoa will open its shops to bargain hunters on 6 July while Palermo, Bari, Ancona. Bologna, Milano, and Trieste are scheduled to start sales on 7 July. Sales in Florence will open on the same date as in Rome and the last regional capital to launch summer sales will be Bolzano on 16 July.

Shopkeepers are obliged to display the full price, the discount and final reduced price on each article included in the sales. Shopkeepers are also obliged to accept credit cards displayed on their windows as payment during sales.

The possibility of changing an article bought in a sale may be agreed beforehand with the shopkeeper, although most will refuse to do so. The shopkeeper is obliged by law to substitute or return money on damaged articles (art. 1519 d.l. n.24/2002), provided the buyer has notified the damage within 2 months of purchase as testified by the receipt.

An estimated €3 billion will be spent by bargain-hunting shoppers throughout Italy and an average €260 will be spent per family, similar to last year’s expenditure.