The 2026 summer sales are entering their final stretch, with just days remaining before they conclude on August 31. Shopping centers and retail stores continue to draw large crowds daily as consumers rush to make last-minute purchases. Yet for savvy shoppers, the key question is no longer simply how big the discount is, but rather: what was the actual price before the reduction—and what’s the real final cost?
Transparency Rules Take Center Stage
The Hellenic Confederation of Commerce and Entrepreneurship (ESEE) has reiterated the legal framework governing promotional pricing, stressing retailers’ obligations to clearly display both the discounted price and the previous reference price. This comes amid stricter enforcement of the Code of Conduct for Price Reduction Announcements, which entered into force in 2025. The code specifically governs how discounts, special offers, and promotional campaigns must be presented to consumers—ensuring clarity, fairness, and verifiability.
The General Secretariat for Commerce has published detailed Q&A guidance to help businesses and shoppers understand the new rules.
What Counts as the ‘Previous Price’?
This is one of the most critical points for consumers. The ‘previous price’ used as a baseline for calculating and advertising a discount is not arbitrary—it’s strictly defined. According to ESEE’s official guidance for this year’s sales, it refers to the lowest price at which the product was offered during the preceding 30 days. That means a flashy ‘70% off!’ claim loses its meaning if the original price was artificially inflated just days before the sale began. Shoppers should always check not only the discount percentage—but also whether the reference price reflects genuine recent market value.
Not All Offers Are Equal: Discounts vs. Promotions
It’s important to distinguish between true price reductions and other types of promotions. The regulatory framework applies specifically to announcements of price cuts. Other marketing tactics—like ‘buy two, get one free’ or ‘second item at half price’—fall under different rules. The General Secretariat for Commerce has issued specific clarifications, emphasizing that ‘2+1’ does not automatically equate to a 33.3% discount per item. The real per-unit saving depends entirely on what the consumer pays for the first two items—and whether those were priced fairly to begin with.
In short: ‘-40%’, ‘2+1’, and ‘second at 50% off’ are not interchangeable. Each delivers a different effective discount—and only transparent, documented pricing lets consumers compare them meaningfully.
Your Rights Don’t Expire With the Sale
A common misconception is that buying a product on sale forfeits consumer rights. It doesn’t. As clarified by the Ministry of Development’s official consumer rights guidance, discounted items carry the same legal guarantees as full-price ones. If a product is defective, non-conforming, or fails to meet advertised specifications—even if purchased during the summer sales—the consumer retains the right to repair, replacement, price reduction, or refund, depending on the nature and timing of the issue.