Greece's summer sales season to begin in July; consumers urged to watch for misleading discounts
Greece is preparing for the start of its annual summer sales season, with discounts expected across a wide range of product categories, including clothing, electronics, and household goods. Both consumers and retailers are now looking ahead to the official launch of the sales period on July 13.
The 2026 summer sales season will begin on Monday, July 13, and run through August 31, providing shoppers with several weeks of discounted prices during the peak summer period.
Following the launch of the sales campaign, stores will be permitted to open on an optional basis on Sunday, July 19, the first Sunday of the discount period. Recommended operating hours are between 11:00 a.m. and 6:00 p.m.
Price Transparency Requirements
Price transparency remains one of the key priorities during this year’s sales season.
Under current regulations, retailers are required to clearly display both the original price and the discounted price of products. The measure is intended to help consumers determine whether advertised discounts are genuine.
According to the rules, the reference price used for calculating discounts must be the lowest price at which the product was sold during the previous 30 days before the discount was applied.
Consumers Advised to Look Beyond Discount Percentages
Consumer experts have urged shoppers not to focus solely on advertised discount percentages, but also to pay close attention to the final sale price.
Retailers are not always required to display percentage discounts such as “30% off” or “50% off.” However, if discounts apply to more than 60 percent of a store’s products, the discount rate must be clearly indicated.
Where different discount levels apply across product categories, businesses are required to display a range, such as “20% to 50% off.”
Outlet Stores Also Subject to Regulations
The same pricing rules apply to outlet stores.
For discounted products sold through outlet channels, comparisons must be based on the lowest price at which the item was offered in that specific store during the relevant period. The requirement is designed to prevent misleading price comparisons and strengthen consumer protection.
Understanding the Difference Between Discounts and Promotions
Experts also stress the importance of distinguishing between seasonal discounts and promotional campaigns.
Seasonal discounts generally apply to current-season merchandise for a limited period, while promotional offers may involve older inventory or special marketing initiatives.
Consumers are therefore encouraged to carefully review return and exchange policies in addition to the advertised price, as promotional products may be subject to different conditions.
Important Period for Consumers and Retailers
With many households continuing to face pressure from rising living costs and inflation, this year’s summer sales season is being viewed as an important opportunity for budget-conscious consumers.
Retailers, meanwhile, hope the discounts will stimulate consumer spending and boost sales during the summer months. Industry observers say one of the key questions this year will be whether lower prices are sufficient to bring shoppers back into stores in greater numbers.
