The 2025 summer sales officially kicked off yesterday, Monday, with stores scheduled to open on Sunday, July 20, under the recommended operating hours of 11:00 a.m. to 6:00 p.m.

The Union of Consumer Workers of Greece reminds shoppers of the following important information to ensure understanding and protection during the sales period:

• Every discount must display the previous price of the product — specifically, the lowest price offered within the 30 days prior to the discount.
• If a product has been on the market for less than 30 days, the lowest price during that availability period must be shown.
• If there have been successive price reductions, the discount is calculated based on the price before the first reduction.

Example:
If a product was originally priced at €150, then reduced to €120, and is now offered at €115, the discount must be calculated from €120 — a €5 discount.

• The percentage of the discount can also be displayed, as long as it is accurate and truthful.
• If the sales apply to more than 60% of the store’s products, this must be clearly stated at the store entrance and in all promotional materials.
  If different discount rates apply to different product categories, a discount range must be provided (e.g., “20% to 70%”).
  Otherwise, it must be stated that offers apply to selected items only.

Regulatory Oversight

Authorities responsible for overseeing the legality of the discounts and enforcing penalties are:

• DIMEA (General Secretariat for Market Surveillance) under the Ministry of Development
• The Consumer Protection Directorate

Summer Sales 2025: Consumer Guidelines for Safe and Smart Shopping

The Union provides the following tips for responsible and secure shopping:

• Set priorities and shop according to your budget.
• Compare prices before purchasing.
• Don’t be swayed solely by large discount percentages.
• Check product quality and authenticity.
• Understand the warranty and return policy in case of a defective item.

Finally, consumers are urged to stay alert and be able to identify misleading or illegal practices.