Greek summer sales start July 13 and run through August 31

Retail stores across Greece will begin the annual summer sales on Monday 13 July 2026, with the discount period lasting until Monday 31 August. Shops may optionally stay open on the first Sunday of the sales, 19 July, with suggested hours from 11:00 to 18:00 (or up to 20:00 in some local proposals). Under the 2024 amendment to the price‑reduction code, every discount notice must show the “previous price” – the lowest price the product sold for in the 30 days before the discount (or the lowest price in the last 10 days for newly launched items). If more than 60 % of a store’s items are discounted, the overall discount percentage must be displayed in the shop window, and any range of percentages must be clearly indicated. Consumer‑rights groups advise shoppers to compare the original and reduced prices, prioritize needs, and beware of artificially inflated discounts. Market analysts expect total sales turnover of €7 billion to €7.4 billion, a nominal rise of 2 %–5 % over the previous year, with tourism traffic in Athens, Piraeus, Thessaloniki and other resorts expected to boost retail activity, though per‑capita spending may remain constrained by higher living costs.