Summer sales in Rome begin on Saturday 3 July, ushering in six weeks of bargain shopping in the capital. However as in past years a number of retailers have begun their sales early, alerting regular customers by SMS or email in an attempt to get a headstart.

There is no upper limit to the discount that can be offered by retailers, although items must be clearly marked with the original price, the percentage discount and the discount price. Shopkeepers are also obliged to accept returns on damaged or defective items on display of a receipt of purchase.

Sales are currently regulated by regional laws, with start and end dates established independently by each region. However retailers