Summer sales for 2026 begin on Monday, 13 July, and will run through Monday, 31 August—giving shoppers over six weeks to take advantage of discounted prices.
Special Sunday Opening
As part of the summer sales period, retail stores may voluntarily remain open on the first Sunday following the start of the sales—this year falling on Sunday, 19 July. This provides an additional shopping day for consumers.
Under current legislation, the recommended operating hours for that Sunday are from 11:00 a.m. to 8:00 p.m. However, the Thessaloniki Chamber of Commerce has advised its members to keep stores open until 6:00 p.m. instead.
Legal Framework for Sales
The summer sales are governed by Law 4177/2013, alongside provisions in Article 9i of Law 2251/1994—as amended by Law 5111/2024.
A key legal requirement for businesses is clear communication with consumers about discounted product prices. Specifically, any announcement of a price reduction must display the previous price—the lowest price at which the item was sold during the 30 days before the discount took effect.
How Discounts Must Be Displayed
Businesses may present price reductions in several ways: as a percentage discount, as a fixed monetary amount, or by showing both the original and new prices side by side. In all cases, however, displaying the prior price is mandatory—ensuring transparency and protecting consumers from misleading pricing practices, in line with both current law and the Code of Ethics for price-reduction announcements.