Summer Sales 2026: Discounts begin on Monday – Which Sunday shops will be open

The 2026 summer sales officially begin on Monday, July 13, and will run until Monday, August 31.

During the sales period, retail stores will have the option to open on the first Sunday following the start of the discounts, July 19.

Under the current legal framework, the recommended opening hours for that Sunday are from 11:00 a.m. to 8:00 p.m. However, the Thessaloniki Chamber of Commerce (EST) has recommended that its members keep their stores open until 6:00 p.m.

Summer sales 2026: A key indicator for the retail market

The 50-day summer sales period is considered the most important commercial season of the summer and a key indicator of the retail market’s performance through the end of the year. Retailers are cautiously optimistic, with increased tourism activity expected to provide a boost to consumer spending.

According to estimates, total turnover during the summer sales could reach between €7 billion and €7.4 billion, representing a nominal increase of 2% to 5% compared with last year.

Ahead of the start of the sales period, the Hellenic Confederation of Commerce and Entrepreneurship (ESEE) reminded businesses of the current rules regarding the display of discounts and previous prices, as well as the option to open stores on the first Sunday of the sales period.

Under the current legislation, every announcement of a price reduction must include the previous price (or reference price) on which the discount is based. The previous price is defined as the lowest price at which the business sold the specific product during the 30 days before the discount was first applied — meaning before July 13.

According to the current Code of Conduct (Ministerial Decision 66877/30-8-2024), price reductions can be presented in one of the following ways, provided that the previous price is also displayed:

• A percentage discount, for example: “20% off”.
• A specific discount amount, for example: “€10 discount”.
• The new and previous prices shown together, for example: “Now €50 – Previously €100”.
• The previous price shown crossed out, for example: “€100 €50”.

Commenting on the start of the summer sales, ESEE President Stavros Kafounis said:

“Summer sales are an important period for Greek commerce, as they give businesses the opportunity to strengthen their turnover and consumers the chance to make quality purchases at particularly advantageous prices. Our expectation is that this year’s sales period will contribute to boosting consumer activity and supporting small and medium-sized retail businesses, which continue to operate in a challenging economic environment. A prerequisite for the success of the sales is compliance with the law, transparency in pricing, and maintaining a relationship of trust between businesses and consumers.”