Conversely, time counts for the start of the summer discounts of 2026, with the market preparing for a period of increased commercial traffic.
Under current legislation, summer discounts will start on the second Monday of July, i.e. 13 July 2026, and will last until 31 August.
On the first Sunday of the discount period, on 19 July, the stores will be able to operate optionally, with indicative hours from 11:00 to 18:00.
Rules on discountsDuring the summer discounts, undertakings are required to clearly indicate the initial and the reduced price of each product, as well as the correct unit of measurement.
An earlier price shall be the lowest price at which the product has been offered in the last 30 days, or the last 10 days if it is placed on the market for a shorter period of time.
Since the discounts concern more than 60% of the products in a store, this should be clearly indicated in the window and in any relevant commercial communication. In cases of different percentages per product group, the range of discounts (from ... % to ...%) should be reported.
For STOCK or OUTLET-type stores, a clear indication of the original value and the new reduced price in the relevant particulars is required.