Summer sales for 2026 begin tomorrow, 13 July, with retail stores across Greece offering price reductions on thousands of products. The promotional period runs until Monday, 31 August — one of the year’s most significant shopping events for both retailers and consumers seeking better value.
Optional Sunday Opening on 19 July
As part of the summer sales, shops may choose to open on Sunday, 19 July — the first Sunday of the sale period — providing an additional shopping day. Under current regulations, the recommended operating hours for that Sunday are from 11:00 to 20:00. However, local trade associations may propose alternative hours. For example, the Thessaloniki Chamber of Commerce has suggested stores remain open until 18:00.
Rules for Displaying Discounts
Summer sales are governed by existing consumer protection legislation, which sets clear rules for how discounts must be communicated to shoppers. Businesses may present price reductions in one of three ways:
- As a percentage discount;
- As a fixed monetary amount off;
- By clearly showing both the original and the reduced 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 immediately before the discount took effect. This rule aims to ensure advertised discounts reflect genuine price cuts and prevent misleading marketing practices.
Market Monitoring and Enforcement
Throughout the sales period, relevant inspection authorities will conduct market checks to verify compliance with legal requirements — including accurate pricing information and transparency in promotional offers.