Greece launches 2026 summer sales on July 13, lasting until August 31

The 2026 summer sales period in Greece officially begins on the second Monday of July, 13 July, and runs through Sunday, 31 August. Retailers may also open on the first Sunday of the sales, 19 July, with optional hours from 11:00 to 18:00.

During the sales, stores must clearly display both the original and the reduced price of each product. The original price is defined as the lowest price recorded in the previous 30 days (or 10 days for items on the market less than a month). If more than 60 % of a store’s merchandise is discounted, the percentage must be shown prominently on the shop window; varied discount ranges must be indicated (e.g., “20 %‑50 %”). Stock and outlet outlets must show the old price crossed out alongside the new price.

Consumers are urged to keep purchase receipts, verify that discount signs are visible, distinguish true sales from older‑item offers, and be cautious of overly high percentage cuts that apply to limited items.