Augusto is the second most important festival in the minds of Italians after Christmas. This festival was founded by the son of Emperor Augustus in 18 BC. At that time, the date was set as August 1. At the end of the 17th century, it was changed to August 15. People would take a vacation around Augusto to avoid working in the hottest time of the year and fully experience the passion and enthusiasm brought by the heat. This day is also the Ascension Day of the Virgin Mary (Mary, the mother of Jesus). Augustus founded this festival with the purpose of letting the ancient Romans enjoy themselves and forget the sorrows and troubles of the world. This custom has been passed down to the present.
A grand Augusto Festival (Gran Ballo di Ferragosto) will be held during the festival. Many squares in the city, from the city center to the suburbs, will host professional dance performances, with live music, and the public will be invited to join in the dance. Piazza del Popolo is the center of the event. Each square has different types of dance, from tango to rock, from hip-hop to punk.
August Day is one of Italy’s statutory holidays. National civil servants and employees of various units can enjoy this holiday. The vacation time for this holiday is divided into two batches. The first batch is from the end of July to August 15, and the second batch is from August 15 to the end of August. The seaside, mountains, and countryside are the main places for Italians to vacation and visit, and quietness permeates the city. Because Italy has a Mediterranean climate, there is less precipitation in summer and more sunny days, so the beach has become the favorite place for local people.
During the holiday, most Italians will choose to travel, so consumer demand is mainly reflected in seaside vacation and entertainment related products, such as swimsuits and swimming trunks, swimming goggles, swimming and diving surfing equipment.
Related products needed for outdoor travel in August include sunglasses, sun hats, parasols, suitcases (bags), flashlights, mobile phone power banks, portable food, seasonal clothing, etc.