Sales start earlier to attract cash-strapped Italians

Spending on Italy's traditional January retail sales will likely average about 150 euros per capita, thanks to tourists splashing out, shopkeepers predicted.

The semi-annual sales started in two southern regions, Basilicata and Campania, on Friday and elsewhere in Italy Saturday, earlier than has been tradition.

"Sales are a great opportunity for everyone, Italians and foreigners," claims Roberto Manzoni, president of the Association of wholesale fashion and clothing stores (Fismo).

"Christmas sales were understated - the volume remained essentially the same as in 2013," he said.

"But the average receipt declined further, so these winter sales are very eagerly awaited, shopkeepers will start off immediately with big discounts in the hope of inverting the trend," he added.

Estimates from business group Confesercenti showed that end-of-season sales are worth about 20% of the annual turnover of shops, "which in 2014 again paid the cost of the economic crisis".

It said that in 2013, more than 11,700 fashion distribution firms went out of business, "with as many as 900 shops closing per month".

The group added: "The hope is that 2015 will mark the end of a negative trend that has been going on for more than seven years".

However the Codacons consumer watchdog group said bringing forward the sales' date to start on the weekend will not increase business for stores.

"Families get to the start of the end-of-season sales with wallets already empty from the spending for Christmas and the end of the year," Codacons said in a statement.

Sales will be down 8% compared to last year with families spending no more than 184 euros each on average, Codacons predicts.

Only 35% of families expect to make purchases during the sales season and many stores already have begun somewhat camouflaged sales by sending emails and messages to consumers with personalized promotions.

According to other estimates by consumer groups Adusbef and Federconsumatori, 36% of families will buy something at the sales while average spending per family will be 179.4 euros.

That is about 5.6% less than last year, meaning that overall turnover in the sales will be an estimated 1.61 billion euros.