Greece launches 2026 summer sale period on July 13

Retailers in Greece will begin the 2026 summer discount season on Monday, 13 July, with sales running through 31 August. Stores may choose to open on the first Sunday of the discounts, 19 July, between 11:00 and 18:00, to give shoppers an extra opportunity.

Greek law requires that businesses display both the original price and the reduced price, using the lowest price recorded in the 30 days before the discount as the reference. When more than 60 % of a store’s items are discounted, the percentage must be shown prominently on shop windows and promotional material. Specific rules also apply to stock‑outlet and clearance items, which must present the crossed‑out original price alongside the new price.

The measures aim to ensure price transparency, prevent misleading promotions, and stimulate consumer spending during a period when disposable income is a key factor for many households.