Greece’s summer sales season officially begins today, July 14, and will run through August 31, bringing a wave of seasonal discounts to stores nationwide.

Retailers have the option to open their stores on the first Sunday of the sales period, which this year falls on July 20. While Sunday opening hours may vary depending on region and store policy, the suggested hours are from 11:00 a.m. to 6:00 p.m.

What Shoppers Should Watch For

Consumers are reminded to be vigilant during the sales season and pay attention to pricing practices. According to law, any announcement of a price reduction must clearly display the product’s previous price—often referred to as the “reference price”—on which the discount is based.

This reference price must be the lowest price the merchant applied to the product during the 30 days prior to the start of the discount period, which began on July 14.

For regular seasonal sales, price reductions can be presented in the following ways, always alongside the required previous price:

• As a percentage, e.g., “20% off.”
• As a fixed amount, e.g., “€10 discount.”
• By showing the new lower price next to the previous higher price, e.g., “Now €50, previously €100.” The former price may also appear crossed out.

Shoppers are encouraged to compare prices, check labels carefully, and verify that discounts are genuine and properly marked.