2026 Summer Sales Kick Off and Brand Sampling Strategies Highlight Retail Promotions

Retailers in Greece will launch the 2026 summer sales on Monday, July 13, with the discount period running through August 31. Stores may open on the first Sunday of the period, July 19, from 11:00 to 18:00, and must display the lowest price from the previous 30 days alongside the new reduced price. Discounts of 30%–50% must be shown when they apply to more than 60% of a store’s items, ensuring price‑transparency for consumers.

Marketing agencies advise brands to complement the sales calendar with summer sampling activations. By offering free product trials at outdoor events, brands can create direct consumer interaction, build emotional connections, increase visibility, and gather feedback. Such experiential tactics are promoted as a way to boost trial, purchase intent, and overall sales during the heightened summer foot‑traffic season.