The 2026 summer sales officially begin today, 13 July, marking the start of a key retail period expected to boost consumer activity and strengthen commercial turnover during the peak of the summer season. The sales will run through Monday, 31 August, giving shoppers the opportunity to purchase goods at reduced prices. Retailers have already introduced significant discounts across thousands of items—particularly in clothing and footwear—with the aim of lifting their sales volumes.
Stores Open on Sunday, 19 July
As part of the sales period, shops may voluntarily remain open on the first Sunday after the launch—Sunday, 19 July. Under current regulations, the recommended operating hours are from 11:00 to 20:00. However, local chambers of commerce may issue alternative guidance depending on the region. For example, the Thessaloniki Chamber of Commerce has advised its members to keep stores open until 18:00 on that day.
Rules for Advertising Discounts
Businesses may display price reductions in one of three ways: as a percentage discount, as a fixed monetary amount off, or by clearly showing both the original and new price. In all cases, the prior price must be stated.
What Counts as the ‘Prior Price’?
According to Greek law, the ‘prior price’ is defined as the lowest price at which the product was offered during the 30 days immediately before the first application of the discount. This rule is designed to protect consumers from misleading practices and ensure advertised discounts reflect genuine price cuts—as required under the updated Code of Commercial Ethics.
Monitoring Throughout the Sales Period
Regulatory authorities will conduct inspections throughout the sales period to verify compliance with legislation and ensure transparent, accurate communication of offers to consumers. Shoppers are encouraged to carefully review displayed pricing before making purchases—taking full advantage of the summer sales in a safe and informed way.