The winter sales 2026 represent one of the two major discount periods of the year, following the abolition of intermediate offers. This year’s winter period began on Monday, January 12 and will conclude on Friday, February 27, offering consumers weeks of opportunities for economical shopping.
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When do the 2026 sales start and end
According to current legislation, winter sales always begin on the second Monday of January each year. For 2026, the start date was January 12, while the end of the period is scheduled for February 27. This means consumers have more than six weeks at their disposal to take advantage of offers on thousands of products. Alongside the winter sales, there are also summer sales that take place during the summer months, thus completing the two main discount periods of the year.
Stores open on sale Sundays
During the 2026 sales period, retail stores will operate open on the first two Sundays of the period. Specifically, on Sunday, January 18 and Sunday, January 25, consumers will be able to visit stores and make their purchases. The recommended operating hours for Sundays are from 11:00 AM to 6:00 PM, providing seven hours of availability for shopping. This arrangement facilitates those who work weekdays and wish to dedicate time to their shopping during the weekend.
Consumer rights during the 2026 sales
The Greek Consumers Union reminds of important rights that protect buyers during the discount period, enabling them to make safe and prudent purchases. Every store must clearly display both the original and the new reduced price of products that are on offer. The pricing must be displayed at points of sale with the appropriate unit of measurement for each product.
The previous price is defined as the lowest price that the store applied during the last thirty days before the reduction began. For products that have been on the market for less than a month, the previous price refers to the lowest price of the last ten days. In cases of progressive reduction, the price before the first application of the discount is taken as the base.
Rules for communicating percentages
When more than 60% of sold items are available at reduced prices, the store must display the discount percentage in the window and on all advertising material. If there are different percentages per product category, the discount range should be displayed as “from X% to Y%”. Otherwise, the business must clarify that discounts apply to selected items only.
Special obligations for STOCK and OUTLET stores
STOCK or OUTLET type stores have specific pricing display obligations. They must show the crossed-out old price and the new reduced price in a way that clearly distinguishes the difference. During discount periods, these stores are required to show all intermediate prices crossed out and emphasize the final selling price.
Penalties for misleading practices
Legislation provides for strict penalties for merchants who mislead consumers. Inaccurate or misleading discounts regarding the percentage, prices, or quantity of offered products result in fines up to 2% of the company’s annual turnover, with a minimum threshold of €20,000. In case of recurrence within five years, the maximum fine increases to 4% of annual turnover. These measures aim to protect consumers from unfair commercial practices and ensure transparency during the 2026 sales.
