Gagliaudo among the Merchants

A celebration of commerce in the heart of Alessandria

Gagliaudo among the Merchants is the historic trade event that, every September, enlivens the streets and squares of the historic center of Alessandria, the capital of the province of the same name in Piedmont. For two days, Corso Roma and the surrounding streets are filled with stalls, while local shops move their displays outdoors to offer the best end-of-season deals. It is an event that combines shopping, conviviality, and urban entertainment, attracting thousands of people from the city and neighboring towns.

The connection to the Gagliaudo mask

The event is named after Gagliaudo Aulari, the traditional mask of the Alessandria Carnival. According to legend, in 1174, the farmer Gagliaudo saved Alessandria during the siege by Emperor Frederick Barbarossa: he stuffed his cow with grain and let it graze outside the walls, convincing the besiegers that the city still had abundant supplies and inducing them to lift the siege. Since then, Gagliaudo has become the symbol of Alessandrian wit and spirit, and naming the city's great fair after him is a way to link today's commerce to the city's deepest identity.

Stalls, shops, and the route

The heart of the event is the large market that winds along Corso Roma to Via dei Martiri, passing through Piazzetta della Lega and Via Milano, up to the corner with Via Migliara. In the most extensive editions, the route expands to other squares and streets in the center, such as Piazza Marconi, Piazza della Libertà, Via San Lorenzo, and Via Dante. There are generally over a hundred stalls and a hundred participating shops, which present new autumn-winter collections and offer discounted products, giving visitors the chance to start their Christmas shopping early.

Entertainment and neighborhood spirit

Beyond shopping, Gagliaudo among the Merchants is a widespread program of entertainment that involves entire districts: themed parties with music, dancing, book presentations, art exhibitions, activities and games for children, record fairs, and initiatives dedicated to the local artisanal and food and wine excellence. In recent years, the event has often taken place in conjunction with other major city events, such as the Alpini Gathering, multiplying the turnout and the festive atmosphere in the center of Alessandria.

A fixed appointment in the Alessandrian calendar

Organized by Confesercenti Alessandria with the support of the Municipality, the event is now a consolidated tradition: 2026 marks the 28th edition, a sign of the continuity that makes it one of the most recognizable events in the city's calendar. For residents, it is an opportunity to experience the center in a different way; for visitors, it is a gateway to the welcoming and lively character of Alessandria.