Confcommercio Milan: Pre-Sales Undermine Summer Sales by 20%
Milan, June 19, 2026 – Early promotions, often referred to as ‘pre-sales,’ are a ‘mockery’ that significantly harms the official summer sales period, according to Gabriel Meghnagi, vice-president of Confcommercio Milan and deputy vice-president of FederModaMilano. The official start date for summer sales in Milan and Lombardy is scheduled for July 4th.
Confcommercio highlighted in a statement that there is a strict prohibition on promotional sales during the 30 days preceding the official sales period. This regulation requires the removal of all messages related to discounts and promotions from shop windows, price tags, and store interiors.
Lack of Controls Penalizes Rule-Abiding Retailers
“However, signs and initiatives with discounts, particularly from large groups, are certainly not lacking,” Meghnagi observed. He added that the local police are objectively unable to conduct effective controls due to limited personnel being assigned to more urgent tasks.
“This strongly penalizes fashion retailers who respect the rules. Respect for the rules must, instead, apply to everyone to safeguard an equitable and transparent system,” Meghnagi emphasized.
Market Distortions and Erosion of Sales Value
Meghnagi further warned that “with these market distortions, the very value of sales is at risk of being questioned. This unregulated period erodes at least 20% of the market share of summer sales.”
The issue underscores a broader challenge within the retail sector, where smaller businesses adhering to regulations find themselves at a disadvantage against larger entities that can circumvent rules due to insufficient enforcement.
The current situation raises concerns about fair competition and consumer trust in sales events. Confcommercio Milan continues to advocate for stricter controls and a level playing field for all retailers to ensure the integrity of official sales periods.
