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.
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