Altroconsumo survey shows 83 per cent will buy, spending an average of €246.More than eight in 10 Italians plan to take part in this year’s Black Friday sales, according to a recent study by consumer group Altroconsumo.The survey, carried out on more than 2,000 consumers aged 18 to 74, found that 83 per cent intend to shop on Black Friday, which falls on 27 November, followed by Cyber Monday on 30 November. Those planning to buy expect to spend an average of €246. Last year, 73 per cent of respondents said they bought something during the sales, spending an average of €250. Altroconsumo noted that the two figures are not directly comparable, as one reflects intentions and the other reported purchases. Price rules Only 1.4 per cent of respondents correctly identified the information that must be shown when a shop advertises a discount: the promotional price and the lowest price applied in the previous 30 days. Just 13 per cent named the 30-day price as a requirement. Despite this, about 76 per cent believe Black Friday discounts make buying worthwhile, while 55 per cent suspect some shops raise prices beforehand to make a later discount look bigger. READ ALSO: Where to celebrate Thanksgiving in Italy in 2026 Altroconsumo said a separate check of 208 e-commerce sites found that six in 10 displayed discounts that were incorrect or unclear. A 40 per cent reduction, it warned, may not be a bargain if the item cost less a few weeks earlier. The group advises comparing prices across shops and checking price histories. What Italians will buy Clothing, shoes and accessories top the shopping list, cited by about 58 per cent of those planning to buy. Technology such as smartphones, computers and consoles follows at 33 per cent, then small household appliances at 27 per cent. Some 67 per cent plan to shop exclusively or mainly online. Among shoppers who bought last year and plan to do so again, one in five expects to spend less, mainly because of financial pressures and rising prices. Overspending Some 35 per cent of those who took part in last year’s Black Friday sales made at least one unplanned purchase, bought something they did not need, or went over budget. Even so, last year’s buyers estimated they saved an average of €107, or about 30 per cent of their spending. Luca Cartapatti, Altroconsumo’s expert on new technology and online shopping, said Black Friday can be a good opportunity to save, but only for things people genuinely need. He advised making a list and setting a maximum budget beforehand, checking the lowest price of the previous 30 days and not being swayed by high percentage discounts, timed offers and countdowns. "The best saving is avoiding a pointless purchase," he said. Winter sales Italy’s winter sales or saldi invernali are set to start on 5 January 2027 in most regions, although dates are set regionally and some differ. They generally last about six weeks, with the period varying from region to region.

More than eight in 10 Italians plan to take part in this year’s Black Friday sales, according to a recent study by consumer group Altroconsumo. The survey, carried out on more than 2,000 consumers aged 18 to 74, found that 83 per cent intend to shop on Black Friday, which falls on 27 November, followed by Cyber Monday on 30 November. Those planning to buy expect to spend an average of €246. Last year, 73 per cent of respondents said they bought something during the sales, spending an average of €250. Altroconsumo noted that the two figures are not directly comparable, as one reflects intentions and the other reported purchases. Only 1.4 per cent of respondents correctly identified the information that must be shown when a shop advertises a discount: the promotional price and the lowest price applied in the previous 30 days. Just 13 per cent named the 30-day price as a requirement. Despite this, about 76 per cent believe Black Friday discounts make buying worthwhile, while 55 per cent suspect some shops raise prices beforehand to make a later discount look bigger.

• READ ALSO:
  Where to celebrate Thanksgiving in Italy in 2026

Altroconsumo said a separate check of 208 e-commerce sites found that six in 10 displayed discounts that were incorrect or unclear. A 40 per cent reduction, it warned, may not be a bargain if the item cost less a few weeks earlier. The group advises comparing prices across shops and checking price histories. Clothing, shoes and accessories top the shopping list, cited by about 58 per cent of those planning to buy. Technology such as smartphones, computers and consoles follows at 33 per cent, then small household appliances at 27 per cent. Some 67 per cent plan to shop exclusively or mainly online. Among shoppers who bought last year and plan to do so again, one in five expects to spend less, mainly because of financial pressures and rising prices. Some 35 per cent of those who took part in last year’s Black Friday sales made at least one unplanned purchase, bought something they did not need, or went over budget. Even so, last year’s buyers estimated they saved an average of €107, or about 30 per cent of their spending. Luca Cartapatti, Altroconsumo’s expert on new technology and online shopping, said Black Friday can be a good opportunity to save, but only for things people genuinely need. He advised making a list and setting a maximum budget beforehand, checking the lowest price of the previous 30 days and not being swayed by high percentage discounts, timed offers and countdowns. "The best saving is avoiding a pointless purchase," he said. Italy’s winter sales or saldi invernali are set to start on 5 January 2027 in most regions, although dates are set regionally and some differ. They generally last about six weeks, with the period varying from region to region.