Greece kicks off 2026 summer sales on July 13

Greece’s 2026 summer sales period begins on Monday 13 July and runs until 31 August. Retailers must display both the original price – defined as the lowest price recorded in the preceding 30 days (or the lowest price in the last 10 days for products on the market less than a month) – and the discounted price on the product or at the point of sale. The display of a discount percentage is optional, but it becomes mandatory when more than 60 % of a store’s items are discounted. Outlets and stock stores may delete the original price and display only the reduced price.

The first Sunday of the sales, 19 July, may be opened voluntarily by department stores and supermarkets, with a recommended opening window from 11:00 to 18:00. Consumer groups stress the need to distinguish between true discounts and promotional offers, and to check price‑change notices before buying. The sales are viewed as crucial for households facing high living costs and for small‑ and medium‑sized retailers seeking to boost turnover during the summer months.