The Rome summer sales are due to begin on Saturday 8 July. These will be the first under the government's new regulations to ease-up on the previously strict requirements controlling the such seasonal promotions. There will now be no time limitation on how long the summer and winter sales may last nor on the discounts that shopkeepers may offer.

However the confederation of shopkeepers has reminded the public to be careful when sales shopping to buy from reliable shops where the discounts are not unreasonably high. Discounts at the beginning of the sales are usually in the range of 30 40 per cent, although the discount may increase towards the end of the sales period. Sales items must be clearly labelled with the original selling price, the percentage of discount being offered and the final selling price.