Countdown is on for the start of the summer sales season: from Monday, 13 July, retail businesses across Greece will launch the largest discount period of the summer. The summer sales will run until Monday, 31 August — giving shoppers ample opportunity to make purchases at reduced prices, including on Sunday, 19 July, when stores may open on a voluntary basis.
How Stores Will Operate on Sunday
Under current legislation, the recommended opening hours for voluntary Sunday operations are from 11:00 to 20:00. However, local chambers of commerce may propose alternative timeframes. For example, the Thessaloniki Chamber of Commerce has advised its members to close by 18:00 on that Sunday.
Legal Framework for the Sales Period
The summer sales period is governed by Law 4177/2013, while provisions of Law 2251/1994 on consumer protection also apply — as amended most recently. The overarching aim is to ensure transparency in price reduction announcements and prevent misleading commercial practices.
How Discounts Must Be Displayed
Businesses may present discounts in several ways:
- As a percentage reduction
- As a fixed amount off the original price
- By clearly showing both the original and the new price
In all cases, retailers are legally required to display the previous price — defined as the lowest price at which the product was offered during the 30 days preceding the announcement of the discount.
Transparency as a Consumer Safeguard
Mandating the display of the previous price is a key consumer protection measure, enabling shoppers to verify whether a discount is genuine. Regulatory authorities conduct inspections throughout the sales period to ensure compliance with the law and address any deceptive marketing practices.