Chinese shoppers in Italy increased their average spend on luxury items by 42% from 1,883 euros ($2,060) in Q2 2019 to 2,669 euros ($2,900) in Q2 2024. Millennials spent 3,590 euros ($3,920) (+17%) and Gen X 3,380 euros ($3,650) (+11%). Elite shoppers spent 32,100 euros ($34,700), making up 23% of total tax-free sales. Spending in Watches and Jewelry rose 17% to 5,161 euros ($5,580). Growth in tax-free shopping was highest from China (+28%), India (+27%), and the US (+31%).