Greece’s annual summer sales begin on Monday, July 13, with discounts running through August 31, but retailers are entering the season with cautious optimism as consumers continue to spend more selectively.
Market analysts say shoppers are increasingly making targeted purchases rather than impulse buys, reflecting ongoing cost-of-living pressures and the fact that promotional offers are now available throughout much of the year.
Theodoros Kapralos, president of the Piraeus Chamber of Commerce, said the traditional excitement surrounding seasonal sales has gradually diminished.
“Discounts as an institution appear to be losing some of their impact each year because consumers can now find special offers throughout the year,” he said. “Competition has intensified, and the expectation that once surrounded the sales period is no longer what it used to be.”
Some stores to open on Sunday
As part of the sales period, some shops in major commercial districts will also open on Sunday, July 19, giving consumers an additional opportunity to take advantage of discounted prices.
Kapralos said businesses remain hopeful but realistic about the season.
“We’re keeping our expectations modest. Last year’s sales did not deliver the turnover many retailers had hoped for. Consumers are shopping with a clear purpose, buying only what they genuinely need rather than making spontaneous purchases,” he said.
Consumer protection rules remain in place
Retailers are reminded that under Greece’s consumer protection laws, every advertised discount must clearly display the previous selling price alongside the new discounted price.
The previous price must be the lowest price at which the product was offered during the 30 days before the discount began, ensuring shoppers can accurately assess the value of the offer.
Discounts may be displayed as a percentage reduction, a fixed monetary discount, or by showing both the old and new prices, provided the legally required previous price is clearly indicated.
The summer sales period remains one of the busiest times of the year for Greece’s retail sector, although businesses acknowledge that changing shopping habits have made consumers more value-conscious than ever.