Greek summer sales begin Monday, with turnover forecast at 7–7.4 billion euros
The summer 2026 discount period in Greece starts Monday July 13 and runs through August 31. Stores may open on the first Sunday, July 19, and trade groups forecast turnover of 7 to 7.4 billion euros, a nominal 2% to 5% rise year-on-year.
Timing and optional Sunday opening
The summer sales period will run for 50 days, from Monday July 13 through Monday August 31. Retailers across Greece may choose to open on the first Sunday of the sales, July 19, with a recommended timetable from 11:00 to 20:00. The Thessaloniki Trade Association (ESTH) has advised its members to close earlier, at 18:00.
- Summer sales begin
- Optional Sunday store opening (recommended hours 11:00-20:00, Thessaloniki until 18:00)
- Summer sales end
Pricing transparency rules
Under Law 4177/2013 and Article 9i of Law 2251/1994, as amended by Law 5111/2024, every price reduction announcement must display the prior price, which is the lowest price at which the product was offered during the 30 days before the first discount. Discounts may be shown as a percentage, a specific euro amount (e.g. "10 euros off"), the new and prior prices side by side, or with the prior price struck through. The Code of Conduct (Ministerial Decision 66877/30-8-2024) sets out these permitted formats. Market inspectors will conduct checks throughout the sales period to ensure compliance.
Turnover expectations
Trade bodies estimate that total turnover during the summer sales could reach between 7 and 7.4 billion euros, representing a nominal increase of 2% to 5% compared with last year. The figures reflect cautious optimism linked to high tourist arrivals, which are expected to boost consumer spending. The 50-day window is viewed as the key commercial barometer for the market's trajectory through the end of 2026.
- Lower bound
- 7 billion EUR
- Upper bound
- 7.4 billion EUR
Trade leaders' views
Stavros Kafounis, president of the Hellenic Confederation of Commerce and Entrepreneurship (ESEE), said the summer sales offer businesses a chance to strengthen their turnover and consumers an opportunity for quality purchases at very advantageous prices.
The summer sales are an important period for Greek commerce, as they offer businesses the opportunity to boost their turnover and consumers the chance to make quality purchases at particularly favourable prices. Our expectations are that this year's sales period will help stimulate purchasing activity and support small and medium-sized enterprises.
Vasilis Korkidis, president of the Piraeus Chamber of Commerce and Industry (EBEP), described the discounts as a "lifeline of viability" for many firms.
Greek commercial enterprises have demonstrated resilience, adaptability and a high level of service. Despite increased operating costs, squeezed profit margins and intense international competition, they continue to invest in quality, reliability and the customer experience. However, for many businesses this year's sales are not just a commercial opportunity, but a lifeline of viability and a decisive test of their liquidity.
