Greece’s much-anticipated summer sales period officially begins on Monday, July 14 and runs through August 30, just in time for the vacation season.
Under Greek law, shops may also open on Sunday, July 20, from 11:00 a.m. to 6:00 p.m., to accommodate increased demand.
During this time, retailers are required to display both the original and discounted prices clearly. According to regulations, all discounts must be based on the lowest price the item was sold at during the 30 days preceding the sales period.
Discounts can be displayed as percentage reductions (e.g. “20% off”); as fixed amount reductions (e.g. “€10 off”); or with reference and comparison to previous price (e.g. “Now €50, was €100,” with the earlier price crossed out). Non-compliance with these pricing rules may result in significant fines.
Shops in major tourist hotspots, including central Athens, Piraeus, Glyfada, Kallithea, Nea Smyrni, Thessaloniki, and businesses near Athens International Airport, can open every Sunday throughout the year.
Greece hosts two official sales seasons annually, in addition to Black Friday, and these remain a key part of the retail calendar. For many, it’s a time to purchase clothing and other items at reduced prices, while businesses hope to boost revenues.
Consumer associations are advising shoppers to pay close attention to price tags, compare discounts carefully, and stay vigilant to avoid misleading offers.
The winter sales period in Greece typically begins after the Christmas and New Year’s holidays.
