Sales and discounts amid concerns and hopes: "Loyal customers are saving us."

Ferrara, August 9, 2025 – A regular occurrence , a strategy to increase revenue, and a way to reach everyone's financial reach. The summer sales are the perfect opportunity to streamline sales, ensuring essential support for various businesses and providing optimal service to customers seeking the right deal.

However, there is a huge difference compared to recent years, caused by the fast fashion trend: no travel and complete freedom left to the infinite online shops , built on the path of rock-bottom prices.

A consolidated reality that Antonella Tralli , owner of the 'Tralli' clothing store on Via 25 Aprile, still struggles to digest: "These are dark years for clothing stores: we operate because we have loyal customers , but in general the new generations are no longer interested in receiving quality clothing and service. Yes, they do something, but the sales aren't helping us much."

It's not easy, but it's not impossible either, as Serenella Boschetto, owner of Erregi Sport Ferrara, emphasizes: "Summer brings us a lot of business, regardless of the sales, so I'm satisfied. It must be said that we've been here for many years, but in 2025 the overall trend is growing; in fact, we've recorded a 20% increase in sales." Renza Schiavina , owner of the Vivere store in the Corso Isonzo area, echoes this sentiment: "We're a happy place: in 42 years of business, our clientele has changed, but our business has always remained the same. The sales in August will definitely help us even more." Moving toward the historic center, things aren't much different. Maria Baun , owner of the cosmetics shop 'Petali', confirms this: "There are good days and bad days, that's clear. However, the summer season is going well: I've met satisfied and curious people, as well as many tourists interested in my prices and products. All this regardless of the sales: I think they're useful, but not necessary."

"I've seen many complain about this alleged drop in sales," said Andrea Peverati of the 'Anteprima' store on Via Bersaglieri del Po, "but I personally disagree. If this is a tough time, I'm happy to put up with it. It's not the same trend seen at the seaside, but Ferrara is responding well."

Evidence shows that sales continue to be a successful way to boost product sales. Yet even in this area, there are exceptions, as highlighted by Nara Sivieri , owner of the women's underwear shop on Via Mazzini: "Summer brings me a little extra thanks to the sale of swimwear, but overall, business hasn't improved that much. The sales themselves often negatively impact our earnings: we buy at full price and don't cover our costs. This, clearly, only complicates things further."