Greece’s 2026 summer sales will officially begin on Monday, July 13, and continue through Monday, August 31, offering shoppers discounts across a wide range of retail products.
Under Greek trading regulations, stores will also be permitted to open on Sunday, July 19—the first Sunday following the start of the sales period—giving consumers an additional opportunity to shop.
The recommended opening hours for that day are from 11:00 a.m. to 8:00 p.m., although local business associations may suggest shorter operating hours for their members.
The summer sales are governed by Greece’s consumer protection and commercial legislation, which requires retailers to clearly display pricing information for discounted products.
Under the rules, businesses must show the product’s previous price, defined as the lowest price at which the item was sold during the 30 days preceding the discount. This requirement is intended to ensure pricing transparency and protect consumers from misleading discount claims.
Retailers may present discounts in several ways, including as a percentage reduction, a fixed monetary discount, or by displaying both the original and the new sale price. Regardless of the format used, displaying the previous price remains mandatory under the law.
