Greece's 2026 Summer Sales to Begin July 13 Under New Pricing Rules

Consumers in Greece are counting down the days until the start of the 2026 summer sales, anticipating better prices and significant offers on their purchases. The sales period is set to commence on the second Monday of July, specifically July 13, and will continue through August 31, providing shoppers with ample time to find deals.

During this period, retail stores and department stores will have the option to operate on the first Sunday of the sales, July 19. The suggested operating hours for this Sunday are from 11:00 to 18:00, allowing for extended shopping opportunities.

The framework for these summer sales is governed by specific regulations that retail businesses, particularly in the clothing and footwear sectors, must adhere to. A key rule requires stores to clearly and visibly display both the original price and the new, reduced price of products. This information must be presented either directly on the items or on shelves.

The "original price" is defined as the lowest price at which a product was sold within the 30 days preceding the sale. For items available for less than a month, the lowest price from the last 10 days is considered. While stating the discount percentage, such as "-30%," is not mandatory, if used, it must be unequivocally clear that it represents a discount. If discounts vary across product categories, businesses must indicate the range, for example, "from 15% to 45%."

Special provisions apply to stock or outlet stores, which are obligated to cross out the old price and clearly show the new, reduced selling price. Experts advise consumers to be vigilant, distinguishing between "sales" and "offers." Sales typically apply to current season items at reduced prices for a limited time, whereas offers may involve older stock or special promotions with potentially larger price reductions. For offers, stores must show the original and final prices, but not necessarily a discount percentage. Consumers should also check return and exchange policies, as items bought on offer may have restrictions.