Sales shoppers will on average buy just under three products each, although 26.9 per cent will buy four or more and 40.8 per cent one or two, according to a Confesercenti-Ipsos survey on shopping intentions based on interviews with 850 people aged between 18 and 65.
Shoes are the number one sought-after item, with 65 per cent of the sample – and nearly 68 per cent of women – saying they would be looking for a pair.
Next come t-shirts, tops, bodysuits and tank tops, which were intended purchases for 57.3 per cent of respondents, followed by trousers, jeans, shorts and leggings (53 per cent overall and 61 per cent among men), swimwear (21.5 per cent) and shirts (19.6 per cent).
Summer sales began across the country last Thursday (July 6) with discounted clothes, shoes and accessories on offer for the coming six to eight weeks.
Traditionally, retailers in Italy begin discounting summer clothing in early July and winter wear at the start of January, but with later, longer summers and milder winters, two of Italy's biggest clothing retailers have asked for a later timeline for implementing discounts on seasonal looks.
OVS (OVS.MI) and Pianoforte Holding both have said this year's summer sales should be postponed as rainy weather has meant shoppers are delaying shopping for summer clothes.
Clothing retailers often seek to mark down prices on unsold inventory, to clear their shelves for the coming season and in recent years timing has had a clear impact on bottom line, they say.
The timing of seasonal price reductions in Italy is decided by regional authorities, after consulting with retail associations.
"Seasons have changed and we need to align the sales calendar to the new climate pattern," Gianluigi Cimmino, CEO of Pianoforte Holding told Reuters.
The company owns lingerie and swimsuit retailer Yamamay and handbag maker Carpisa.
Cimmino said he was asking for the summer sales to be postponed to mid-July.
ANSA
