Desenzano Delayed Winter Sales as Region Upholds January 20 Start
No luck. Customers, accustomed to queuing in front of store windows for the start of the “saldos” (sales), will have to wait patiently a little longer. At least until January 20th.
Impossibility of advancing the winter sales
The Municipality of Desenzano was unable to secure a waiver from the Region, allowing an advance of the winter sales opening by a few weeks, which usually started after Epiphany.
In fact, a resolution by the regional council effectively silenced all discussions, deciding that the winter sales must not begin before January 20th.
This is despite numerous persistent requests made repeatedly to the Municipality of Desenzano by retailers.
Obviously, the town of Desenzano, a highly touristic destination, which also offers a wide range of clothing products, is among the most affected.
Position of the municipal administration
“The municipal administration — explains Desenzano’s tourism councilor, Emanuele Giustacchini — has being a spokesperson for the many requests made by traders, and has also held talks in institutional venues requesting to advance the period of the winter sales.
“However, despite our awareness campaigns, it was not possible to obtain from the Region any exemption from the established regulations, considering also the provisions of law 22 of last year.”
A regulation — recalls Giustacchini — which sets a maximum duration of thirty days for end-of-season sales, determined by the Region, after consultation with industry associations.
Indeed, the sales will last for a month, until February 20th.
The regional decision, made after considering the favorable opinions of industry associations and consumers, was opposed only by Faid, which pointed out the risk of “misconduct by merchants who would effectively start the sales earlier,” clearly at the expense of their colleagues.
Commercial activities in Desenzano
There are nearly 480 retail businesses currently operating in Desenzano, of which 380 are non-food stores, roughly one business for every 45 inhabitants, with an average commercial surface area of 2.5 square meters per inhabitant.
Moreover, the sector accounts for 46 percent of the local units and 30 percent of employment, with a 30 percent increase — from 1981 to 1996.
Legislation and tourist-commercial aspects
Returning to the sales issue, it is debatable that, despite law 22 providing tourist-oriented towns with the ability to manage their promotional sales effectively, this has not happened for Desenzano.
“End-of-season sales can be carried out — states law 22 — considering local customs and consumer needs… for a maximum duration of thirty days.”
It does not seem that this requirement has been fully considered for the Garda capital of commerce.
Still, all trade and consumer associations pushed the Pirellone (Pirelli Tower, symbolic of the Lombardy region) towards this decision.