Greece launches 2026 summer discount period on July 13

The Greek summer discount period starts on Monday 13 July 2026 and will run until Monday 31 August 2026. Retailers may choose to open on the first Sunday of the sales, 19 July, from 11:00 to 20:00. The Greek Federation of Commerce and Entrepreneurship (ESSE) reminds businesses that every price reduction must display the previous price (the lowest price charged in the 30 days before the discount) in accordance with law 4177/2013 and the Code of Ethics (UΑ 66877/30‑8‑2024). Discount displays may use a percentage, a fixed‑amount reduction, the old‑new price format or a struck‑through old price. ESSE President Stavros Kafounis said the period is a key opportunity for merchants to boost turnover and for consumers to obtain quality goods at favourable prices, especially amid inflation and higher operating costs. Market forecasts estimate total sales of €7‑7.4 billion, a 2‑5 % rise over the previous year, driven by increased tourism and consumer demand for clothing, footwear and seasonal items.