Greece winter sales 2026: Discounts continue until February 28 – What shoppers must know

Greece’s nationwide winter sales period remains in full swing, offering consumers significant savings across key retail sectors. The seasonal discount campaign will run through February 28, giving households additional time to secure lower prices on essential goods.

Six in Ten Consumers Shop During Winter Sales
Market data shows that approximately 60% of consumers make purchases during the winter discount period, primarily to meet personal and family needs.

Spending trends indicate strong demand in:

• Clothing and footwear
• Technology products
• Home goods

However, rising costs for basic goods and services continue to absorb a substantial portion of household income. As a result, consumers are adopting more cautious and targeted purchasing strategies, prioritizing higher discount rates and online deals.

 Legal Framework: Transparent Pricing Is Mandatory
Under Greece’s consumer protection legislation, retailers must clearly display the “previous price” when advertising any discount.

The “previous price” is defined as the lowest price applied by the retailer during the 30 days prior to the first implementation of the discount.

Importantly:

The recommended retail price (RRP) cannot be used as the reference price to imply a discount.
It may be displayed only for comparison purposes, without creating the impression of a price reduction.

What Must Be Displayed During Sales

During the winter sales period, businesses are required to:

• Clearly display both the old price and the new reduced price for each product
• Optionally indicate the percentage discount
• If discounts apply to more than 60% of products, display the discount rate or range (“from …% to …%”) in shop windows and all commercial communication
• Explicitly state if discounts apply only to selected items

For stock and outlet stores, stricter transparency rules apply. The old price must be shown crossed out alongside the new reduced price. During official sales periods, all intermediate prices must also appear crossed out, with emphasis on the final discounted price.

 Heavy Market Inspections and Fines
Authorities are expected to conduct intensified market inspections throughout the sales period.

In cases of inaccurate or misleading discount practices, fines can reach:

• Up to 2% of a company’s annual turnover, with a minimum penalty of €20,000
• Up to 4% of annual turnover in case of repeat violations within five years

Regulators aim to ensure transparency and protect consumers amid heightened economic pressure.