Greece summer sales 2026 to end on August 31

The 2026 summer sales period in Greece is approaching its conclusion on Monday, August 31. Retailers are required to follow strict transparency regulations, displaying both the original and the new discounted prices. The reference price for calculating discounts must be the lowest price the product was sold at during the previous 30 days, or the last 10 days for products on the market for less than a month.

Despite the end of the season, the retail market has experienced sluggish performance. Vasilis Korkidis, President of the Piraeus Chamber of Commerce and Industry, noted that while turnover might approach 7 billion euros, the period is characterized by lower purchase volumes and increased consumer selectivity. Approximately 55% of businesses reported lower turnover compared to 2025, citing limited purchasing power as a primary factor.

Consumers are advised to distinguish between 'discounts' on current season items and 'offers' on older stock. Legal protections remain in place for defective products, allowing for repair, replacement, or refunds.