Greek Shops to Open on Sunday for Start of Summer Sales Amid Tourism Boom

Greek shops are set to open their doors this Sunday, July 19, 2026, marking the beginning of the summer sales season. Retailers are optimistic, anticipating a significant boost in sales driven by the influx of tourists during this peak period. The first Sunday of sales is considered crucial for determining the year's financial performance.

While opening on Sundays is optional under current law, the proposed operating hours are from 11:00 AM to 8:00 PM. Smaller businesses may close earlier, around 6:00 PM, while larger chains and shopping centers plan to stay open until 8:00 PM to cater to the expected crowds. This staggered schedule aims to optimize customer service and capitalize on the increased foot traffic.

Market analysts predict a strong start to the sales, with the first few days traditionally seeing high visitor numbers. The Hellenic Confederation of Commerce and Entrepreneurship (ESEE) estimates a total turnover exceeding 7 billion euros, potentially a 5% increase compared to the previous year. However, factors like high temperatures and the overall economic climate could influence consumer behavior.

The ESEE also issued a reminder to businesses regarding pricing transparency. When announcing discounts, retailers must clearly display the previous price – the lowest price offered in the preceding 30 days. This ensures compliance with the Code of Deontology and provides clarity for consumers regarding the actual savings.