Survey reveals that the American custom has strong appeal for shops and consumers in Italy.

Italian consumers will spend an average of €273 in this year's Black Friday and Cyber ​​Monday sales, according to a survey by Italian payment service provider Scalapay.

Consumers in Italy are expected to focus more on quality than quantity, making fewer purchases than last year and opting for more expensive luxury goods such as the latest smartphones, designer handbags, beauty products and household appliances.

"Italians are adopting increasingly strategic behaviour in their purchasing decisions, with particular attention to essential products for the winter and Christmas gifts", Scalapay CEO Simone Mancini told Corriere della Sera.

Mancini added that Black Friday is increasingly viewed "as an opportunity to plan expenses" by consumers who "start comparing prices and offers as early as mid-September".

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The survey reflects a growing trend in recent years and suggests that Italy has widely embraced the American custom of shopping at hugely-discounted prices the day after Thanksgiving.

This year Black Friday falls on 29 November, followed on 2 December by Cyber Monday, a day dedicated to discounts in the technology sector.

Italy's post-Christmas sales will begin on 4 January 2025 with the exception of Bolzano where the saldi kick off on 8 January.

The winter sales generally last about six weeks however the time period varies from region to region.