After 60 days of brisk commercial activity, Greece’s winter sales season comes to an end on Saturday, Feb. 28, with market estimates pointing to a total turnover exceeding 6 billion euros.

Retailers report that roughly six in ten consumers made purchases during the discount period, primarily to meet personal and family needs. Demand was strongest in clothing and footwear, followed by technology products and home goods—categories that traditionally anchor seasonal sales.

Businesses that opted to participate in the winter discounts were required to clearly display signage indicating that sales or special offers were in effect. Crucially, each discounted product had to carry a dual price tag: the original price alongside the reduced price.

This dual pricing is far from a mere procedural formality. It constitutes a fundamental consumer right, allowing shoppers to verify the authenticity and scale of the discount. The measure aims to curb misleading practices and ensure that customers can make objective comparisons between different retailers.

The same rules apply to STOCK and OUTLET stores. These retailers must display the previous selling price—struck through—alongside the new reduced price, in a manner that clearly distinguishes between the two.

While it is optional for stores to indicate the percentage of the discount in-store or in other commercial communications, strict rules govern how price reductions are presented.

During discount or promotional periods, such stores are obliged to display all intermediate prices crossed out, with the new reduced price prominently highlighted. In any additional marketing communication, only the terms “sales” or “offers” may be used.