Greek summer sales 2026 launch boosts retail turnover

The regular summer discount period in Greece begins on Monday 13 July 2026 and will run until Monday 31 August 2026. Retailers are allowed to operate optionally on the first Sunday of the sales – 19 July – with a recommended opening time of 11:00‑20:00 (the Thessaloniki merchants’ association suggests closing at 18:00). Under law 4177/2013 and the amended consumer‑protection provisions of law 2251/1994, every price reduction must display the “previous price”, defined as the lowest price offered for the product in the 30 days before the discount starts. The new Code of Ethics (2024) specifies how the previous price may be shown (percentage, absolute amount, old‑new price comparison or crossed‑out old price).

Retail organisations expect the 50‑day sales window to generate €7‑7.4 billion in turnover, a nominal rise of 2‑5 % over last year, and to stimulate consumer spending during the peak tourist season. Independent market‑monitoring bodies will conduct spot checks to curb fictitious discounts, while consumer‑confidence surveys show Greece still lagging behind the EU average.