Just a few days remain before the official end of the 2026 summer sales period. Consumers have until the end of August to take advantage of discounted prices across retail stores nationwide. The summer sales officially conclude on Monday, 31 August — marking the final opportunity for shoppers to secure deals before seasonal promotions wind down.
How Discount Prices Must Be Displayed
During the sales period, businesses are legally required to clearly display both the original and discounted prices for all marked-down items. This transparency allows consumers to accurately compare pre- and post-discount values. The reference price — used as the basis for calculating the discount — must reflect the lowest price at which the product was offered during the previous 30 days. For newly launched or recently introduced products that have been on sale for less than 30 days, the reference price is instead determined by the lowest recorded price over the preceding 10 days.
While displaying the exact percentage discount is not mandatory, it becomes compulsory when more than 60% of a store’s inventory is offered at reduced prices — in which case the discount percentage must be prominently shown in the storefront or window display.
What Shoppers Should Watch For
Consumers are advised to carefully compare original and final prices rather than relying solely on advertised discount percentages. A high discount rate does not automatically mean the best possible value — especially if the original price was artificially inflated ahead of the sale. The final price remains the most critical factor in evaluating any purchase.
Before completing a transaction, shoppers should also review each retailer’s return and exchange policy. These policies may vary significantly between stores — particularly regarding time limits, documentation requirements, and whether refunds are issued in cash, credit, or store vouchers.
What Applies to Defective Products
Special attention is needed when purchasing items marked as defective or ‘as-is’. Importantly, participating in summer sales does not waive consumers’ legal rights. Greek consumer protection law guarantees specific remedies depending on the nature and severity of the defect — including repair, replacement, price reduction, or full refund. To exercise these rights, buyers must retain their purchase receipt and contact the seller promptly upon discovering any issue.
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