Greece's 2026 summer sales end on August 31
Greece's 2026 summer sales will officially end on August 31, giving consumers a final opportunity to take advantage of reduced prices while reminding businesses of their obligations under the country's consumer protection rules.
The regular summer sales period began on July 13, 2026, the second Monday of July, and will run for approximately seven weeks before officially ending on August 31.
As the end of the sales season approaches, consumers looking to make their final purchases are being urged to pay close attention to advertised discounts and compare prices before completing a transaction.
What businesses must disclose
During the sales period, businesses are required to clearly display the previous price, the new reduced price and, where applicable, the percentage discount.
Under the applicable rules, the previous price used as the reference point for a discount must generally be the lowest price at which the product was offered during the 30 days preceding the price reduction.
A discount can be presented as a percentage, a specific monetary saving or through the display of both the old and new prices. However, the applicable previous price must be clearly indicated.
For products that have been available on the market for less than 30 days, the reference price is based on the lowest price charged since the product was first offered for sale. Specific rules also apply when prices are reduced successively.
What consumers should check
With the sales period nearing its end, consumers are advised to take several precautions before making their final purchases.
Check the reference price: A large percentage discount does not necessarily mean that a product is being offered at the best available price. Consumers should compare the current price with the reference price and, whenever possible, check prices at other retailers.
Check the previous price: Retailers must provide information about the previous price so consumers can determine the actual value of the reduction. In general, this is the lowest price at which the product was sold during the 30 days before the discount was introduced.
Keep receipts: Consumers are advised to retain their purchase receipts, as these may be needed for returns or exchanges after the sales period ends.
With the summer sales ending on August 31, consumers have only a limited amount of time remaining to take advantage of promotional prices, while businesses must continue to ensure that their pricing practices comply with consumer protection legislation.
