The summer sales begin Monday, July 14 and will end on the last day of August, allowing consumers to shop for better prices on clothing, home appliances and other products.

Retail professionals express hope that the start of the sales will help boost consumption, as demand in the previous period remained sluggish.

Under the legislation, it is stipulated that shops can open on the first Sunday of the discount period, which this year is on July 20, 2025. The proposed opening hours for that day are from 11:00 am to 6:00 pm, although there may be local variations.

Read also: Summer sales: When they start, until when they last – A guide for consumers

Mandatory Price Listing

Throughout the sale, stores must display both the original and reduced price of products. This obligation is intended to ensure full transparency and to make it easier for consumers to choose and compare prices in order to make more informed and advantageous purchasing decisions.

Summer sales 2025: What consumers should look out for

Ahead of the summer sales, the Union of Greek Consumer Employees reminds some basic rights that consumers have during these periods in order to make shopping safer and more prudent. In particular:

-When tenders are made, the original and the new reduced price of the products should be displayed at the points where the products offered for sale are sold, concerning the appropriate unit of measurement per product.

Any notice of a price reduction shall indicate the previous price applied by the trader for a specified period before the application of the price reduction. An earlier price means the lowest price applied by the trader during not less than 30 days prior to the application of the price reduction. Where the product has been on the market for less than 30 days, the preceding price shall be the lowest price applied by the trader during the 10 days before the application of the price reduction. Where the price reduction is progressively increased, the earlier price shall be the price without the price reduction before the first application of the price reduction.

– STOCK or OUTLET stores shall be required to display on signs required by applicable regulations (a) the old selling price, crossed out, and (b) the new reduced selling price in a manner that communicates to the consumer a clear distinction between the two prices. Optionally, the percentage of the reduction may be indicated in the shop and in any other commercial communication with the consumer. During periods of sales or promotions, such stores are required to display on their signs all intermediate prices crossed out and, in bold type, the new reduced sale price and to display only the words “sales”, “promotions” in any other commercial communication.

If the discounts, offers or any communication on price reduction are inaccurate or misleading as to the percentage of the discount or as to the prices or as to the quantity of products offered at a discount or on offer or involve any form of concealment or misrepresentation, a fine of up to 2% of the annual turnover and in any case not less than EUR 20,000 shall be imposed on the trader. If the trader is fined a second time for the same infringement within a period of five years, the maximum amount of the fine is increased to 4% of the trader’s annual turnover.

Thessaloniki: Summer sales start on 14 July – Stores open on Sunday, 20 July

From Monday 14 July until Saturday 30 August, the Thessaloniki market will enter the rhythm of the summer sales, offering consumers opportunities to shop at lower prices. On Sunday 20 July, shops have the option to roll up their shades voluntarily, with the Thessaloniki Trade Association (ESΘ) proposing 11:00 – 18:00 hours, although, as noted in today’s announcement, traders are given the option to keep their shops open until 20:00 if they wish.

Summer sales last for the aforementioned period under Article 15 para. 1 ν. 4177/2013 and the optional operation of shops on the first Sunday after their start is achieved based on para. 1 article 16 article 16 of Law No. 4177/2013, as noted by the NCR in its statement.

The body also gives useful advice to traders, reminding that according to article 9i of Law no. 2251/1994, as amended by Law 2251/1994. 5111/2024, any notice of a price reduction must explicitly state the previous price (often referred to as the reference price), based on which it is applied. The preceding price is the lowest price applied by the trader to each of its products in the 30 days before the application of the first discount on 14 July.

The basic rules of rebates

Offers must indicate the original and reduced prices, with reference to the appropriate unit of measure. The earlier price is the lowest price applied by the merchant over at least 30 days, or 10 days if the product has been on the market for less than 30 days.

If the discount rate applies to more than 60% of a store’s products, it must be displayed in the storefront and in other commercial communications. If there are different percentages across product categories, the range (“from …% to …%”) must be indicated.

STOCK or OUTLET stores are required to display the old price crossed out and the new lower price on their signs.

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Summer sales: The places consumers should pay special attention to

Consumers during the sales period should pay special attention to the following points:

Special attention should be paid to the following points during the sales season.
1) During the sale period, there should be posted notices in stores that their sales are taking place.

2) The display of double prices, i.e., the original (usually crossed out) and the new price of products sold at a discount, is mandatory, in conspicuous places in the store and definitely in the places where the products are displayed.

3) The display of a discount percentage is not mandatory and is at the discretion of the business whether to display a percentage or not. In case the business indicates a percentage, it must be specified that it is a discount (e.g., “30% discount”).

4) There should be no confusion between discounts and offers. Discounts are for in-season products ,while promotions, where the discount is particularly high, are usually for items of an outdated season.

5) In the case of promotions, there should be a posted sign indicating that promotions are being offered. Items should bear the original price and the bid price (not the discount percentage). Attention. Offers often state that no changes are made, so if you regret it, you will not be able to change.

6) Pay special attention to stores that advertise large discounts on one or a few of their items. This does not mean that the other items in these stores are cheaper than similar items in other stores.

7) Find out the details and terms of your transaction when you buy products on installments.

8) Do not hesitate to be accurately informed about the origin and quality of products. The seller must provide the consumer with all information relevant to the product by Article 1 of Law No. 2251/94 before the latter makes a purchase.

9) Ask the traders whether changes are made to the items they sell during the sales period. Traders are obliged to change the products that are defective and purchased during the period of the sales, unless the product is on sale due to a specific defect, and if the consumer has been informed about it before the purchase with a corresponding sign.

10) Ask for a receipt, because this is the only way to prove the purchase in case of a defective product.