Winter sales 2024: everything you need to know

If you're still in the mood to shop after the Black Friday deals and the exhausting hunt for Christmas presents, keep your credit cards handy, put on a pair of comfortable shoes and arm yourself with plenty of patience, because the 2024 winter sales are just around the corner. Those who couldn't find that longed-for gift under the tree, who want to add an item to their wardrobe or need to replace that e-book that no longer works have the perfect excuse to treat themselves and start the new year with a little indulgence programme that will give just the right boost of good vibes without putting too much strain on their finances.

According to a sales survey conducted by IPSOS on behalf of Confesercenti, 40 per cent of respondents already know what they want to buy and plan to shop during the first weekend of the sales. The average budget is 267 euros per person, while 38 per cent plan to spend less than 150 euros. However, the absolute majority of consumers (56 per cent) will only shop if they find a tempting offer. Which items will disappear from the shelves first? In first place are shoes (58 per cent), followed by sweatshirts and jumpers (56 per cent). Also on the sale list are underwear (34 per cent), skirts and trousers (33 per cent), tops (29 per cent) and shirts (27 per cent). If you're looking for a new jacket or a warm coat at a bargain price, you may be in luck and not have to fight for the last available size, as only 21 per cent of respondents said they were interested in outerwear. Finally, 19 per cent are looking for a handbag and 13 per cent for scarves, hats and other accessories. And have you got your object of desire yet?

The 2024 winter sales calendar

Confcommercio has announced the start dates for the 2024 winter sales. The first region to start the discount marathon will be Valle d'Aosta on 3 January, while Lazio, Lombardy, Veneto, Puglia and all other regions will have to wait until 5 January. The discounts will last between 30 and 90 days, with a variable end between February and March. Discounts of 30 to 70 per cent are expected during this period. The 5 January 2024 date also applies to e-commerce, although you can already find interesting promotions on some sites such as Luisaviaroma, Matches, Farfetch, Zalando, Net-A-Porter and MyTheresa. Also look out for the big giants like Zara and H&M who are preparing for the evening of 4 January.

Here are the dates for the 2024 sales launch, region by region:

Abruzzo: 5 January - (for 60 days)

Basilicata: 5 January - 2 March 2024

Province of Bolzano: 5 Jan - 18 Feb 2024

Calabria: 5 January - 6 March 2024

Campania: 5 January - (duration 60 days)

Emilia - Romagna: 5 January - 4 March 2024

Friuli-Venezia Giulia: 5 January - 31 March 2024

Liguria: 5 January - 18 February 2024

Lazio: 5 January - (duration 6 weeks)

Lombardy: 5 January - 4 March 2024

Marche: 5 January - 1 March 2024

Molise: 5 January - (duration 60 days)

Piedmont: 5 January - (duration 8 weeks)

Apulia: 5 January - (duration 45 days)

Sardinia: 5 January - (duration 60 days)

Sicily: 5 January - 15 March 2024

Tuscany: 5 January - (duration 60 days)

Trentino Alto Adige: Saturday, 13 January

Umbria: 5 January - 5 March 2024

Valle d'Aosta: January 3, 2024 - March 31, 2024

Veneto: 5 January - 28 February 2024

The three golden rules you should follow

Sales should be an opportunity to splurge at a bargain price or buy something we need. Unfortunately, the desire to save money, coupled with the fever that rises when we see the prices on the signs and on the shelves, can dull our minds and fool us into thinking we're getting great deals even when we're not, tempting us to fill our carts and then our wardrobes with useless items that may be the wrong size or not as inviting as they looked in store. How can we avoid disappointment, but also end up like in an episode of Buried Alive at Home by not accumulating clothes we'll never wear? Follow these simple three rules:

#1 Decide what you want to buy first

Good sale shopping starts when you're still at home, away from your PC but in front of your wardrobe. Before you stuff yourself with unnecessary items, it's better to do a little decluttering and find out what clothes or accessories you're missing, need to replace or want to add to freshen up your looks for the coming months. Ask yourself: "Do I already have something similar?", "How often would I wear it?" and finally, as the film Confessions of a Shopaholic teaches, "Do I really need it?". Knowing these seemingly trivial questions will help us to approach sales more sustainably, not to get carried away by discount fever and not to buy three black jumpers when we already have ten, but also items that have nothing to do with our personal style.

#2 Check prices and websites

At the risk of sounding insane and too specific: If you can, check out that item you want to buy in the sale when it's still full price. Preferably in person, from shop to shop, to make sure it has the right features for you, material, design, size, and only then, if you find it identical in the sale, proceed with the purchase.

#3 Pay attention to the labels and sizes

If you want to avoid the unpleasant experience of not getting the bargain of the century and the Prada leather boots are neither real leather nor made by Mrs Miuccia, you should read the product descriptions, tags and labels of clothes and accessories before you pull out your credit card. Check the composition, origin and, above all, the size. Online shopping or endless queues in changing rooms often prevent us from trying on clothes before we buy them. The result? When we get home, they don't fit, are too big or simply don't meet our expectations.

The items to buy

There are different approaches and schools of thought when it comes to sales. Some decide to buy that gift they couldn't find under the tree, those who replace a worn-out piece or a garment that no longer fits, those who take advantage of the discounts to get their hands on the it-bag they couldn't afford at full price, and those who use this time to add a few useful and interesting pieces to their wardrobe. Whether you're adding small pieces that can add a twist to everyday outfits or you're aiming for statement pieces, great classics or basics, the latter category of consumers is further divided into those who take their cue from the current season and buy a jumper or maxi coat, and those who look to the future and intercept what they'll be wearing in the coming months, spring and summer. However you go about it, the advice is to take a look at the 2024 fashion trends, but above all to follow your taste and style. And if you're undecided whether to add a pair of red socks to your shopping basket, then do so without hesitation.