Greece Summer Sales Begin July 13 2026, Run to End‑August

The 2026 Greek summer sales officially commence on Monday 13 July and will continue through Monday 31 August. Retailers may optionally open on the first Sunday of the period, 19 July, typically from 11:00 to 18:00.

Legislation requires shops to display the previous price and the reduced price for each discounted item, with the percentage of discount shown when used. Market estimates forecast total turnover of €7 billion to €7.4 billion, a nominal rise of 2 % to 5 % over the same period in 2025. President of the Piraeus Chamber of Commerce and Industrial Association, Vasilis Korkidis, said the sales are “the leading commercial period of the summer and the first real barometer for the market in the second half of the year,” emphasizing that the goal is not merely higher revenue but increased real consumer spending amid persistent cost‑of‑living pressures.

Tourism is expected to add momentum, especially in Athens, Piraeus, Thessaloniki and popular island destinations. Consumer advice stresses checking final prices, verifying genuine discounts, and keeping receipts for warranty or return claims.