Just two weeks remain until the start of the 2026 summer sales, with shoppers already counting down the days to snap up discounted items for their summer holidays.
When Do the Summer Sales Begin?
The 2026 summer sales will run from Monday, 13 July through Sunday, 31 August — offering consumers several weeks to shop for summer clothing, footwear, and other essential consumer goods at reduced prices.
Which Sunday Will Stores Be Open?
Retail stores and department stores may choose to open voluntarily on the first Sunday of the sales period — Sunday, 19 July — between 11:00 and 18:00.
Transparency Rules for Discounts
Throughout the sales period, businesses are legally required to clearly display both the original and the reduced price for each item. This ensures shoppers can assess the true discount being offered.
Under current Greek consumer law, the reference price is defined as the lowest price applied during the 30 days immediately preceding the discount.
If more than 60% of a store’s products are on sale, this must be prominently stated in the shop window and all related marketing materials.
Where discount percentages vary by product category, retailers must indicate the full range — for example, “from …% to …%”.
For outlet or stock clearance stores, both the original price (struck through) and the new discounted price must be clearly marked on all relevant signage and labels.