Greece's 2026 summer sales: Dates and consumer guidelines

Greece is preparing for its annual summer sales period in 2026, set to commence on Monday, July 13, and conclude on August 31. This period offers consumers a chance to purchase a wide range of goods, including clothing and footwear, at reduced prices.

During the sales, retail stores will have the option to open on the first Sunday of the sales period, July 19, with suggested operating hours from 11:00 AM to 6:00 PM. A key regulation requires businesses to clearly indicate both the original and the new, reduced price for all items. The original price is defined as the lowest price at which the product was offered within the 30 days prior to the sales' start. For products introduced to the market more recently, the lowest price from the last 10 days will be used.

While displaying the discount percentage, such as "-30%," is not mandatory, if used, it must be clear that it represents a discount. If a store offers discounts on over 60% of its products, the discount percentage must be prominently displayed on the storefront. For stock and outlet stores, specific rules apply, mandating the clear marking of new prices and crossing out old ones to ensure transparency for consumers.

Consumers are reminded of their right to be fully informed about product quality, origin, and characteristics before making a purchase. Retailers must provide all necessary information and clarify their policies on exchanges during the sales period. In cases of defective products, sellers are obligated to replace them, unless the defect was disclosed beforehand. Crucially, consumers should always request and retain their purchase receipts, as these serve as the primary evidence for any returns or issues.