Summer sales in Greece start on Monday, July 13, and run until Monday, August 31, 2026.

Traders are obliged to tag two prices on items, that is the older price, before the summer sales discount and the new one. Consumers should pay attention.

The 50-day summer sales period is the most important trading season of the summer and serves as a key barometer for the performance of the retail market through to the end of the year.

Expectations within the retail sector are cautiously optimistic, as increased tourist activity could provide a boost to consumer spending.

According to estimates, the total turnover generated during the summer sales period could reach between 7 billion euros and 7.4 billion euros, representing a nominal increase of between 2% and 5% compared with last year, state-run news agency amna.gr reported.