Greek summer sales 2026: Dates and consumer advice

Consumers in Greece are gearing up for the summer sales season, which is set to officially commence on Monday, July 13, 2026. The period, governed by Law 4177/2013, will run for several weeks, concluding on Monday, August 31.

This annual event offers shoppers the opportunity to purchase essential items and holiday goods at reduced prices. In line with legislation, retail stores will have the option to open their doors on the first Sunday of the sales period, which falls on July 19. Stores are expected to operate with a suggested timeframe of 11:00 AM to 6:00 PM on this Sunday.

The Ministry of Development has provided guidelines for consumers to navigate the sales effectively. Key advice includes ensuring stores clearly advertise that sales are taking place and that all discounted items display both the original, crossed-out price and the new, reduced price. While the percentage of discount can be stated, it is optional.

Consumers are also cautioned to distinguish between genuine sales, which typically apply to seasonal items, and special offers, often related to previous season's stock. Stores advertising special offers must clearly label them as such, alongside both prices. Unlike sales, items on special offer are generally non-returnable, so shoppers are advised to be certain of their purchase.

Further recommendations include being wary of advertisements featuring extremely high discounts on only a few items, as this may not reflect overall savings. Shoppers are encouraged to inquire about product origins and quality, and to always request a purchase receipt. Retailers are obligated to exchange faulty goods, even if purchased during sales, unless the item was explicitly sold as defective and on offer. Additionally, consumers should ensure they receive user manuals and warranty terms in Greek for full understanding of their rights and obligations.