The summer sales 2025 are approaching and will officially begin on July 14, lasting until August 31. The summer sales period 2025 offers consumers significant savings opportunities, while stores will also operate on Sunday, July 20 with recommended hours from 11:00 to 18:00.
Summer sales 2025: When they start, what applies – Legal framework and merchant obligations
The ESEE emphasizes the need for proper information and communication of discounts according to current legislation. Merchants are required to indicate the previous price, namely the lowest price of the last 30 days before the discount, as well as the permissible forms of price reduction such as percentage discount, fixed amount, or comparison of old and new price.
Additionally, the use of different previous prices per store is permitted, while reference to the suggested retail price as a basis for the discount is strictly prohibited. The implementation of the European Directive on Unfair Commercial Practices requires complete transparency in informing consumers about prices, taxes, and any charges.
Basic pricing rules during sales
Offers must clearly display the original and reduced price with reference to the appropriate unit of measurement. The previous price is defined as the lowest price applied by the merchant within at least 30 days, or 10 days if the product has been in circulation for less than a month.
When the discount percentage applies to more than 60% of a store’s products, it must be displayed in the window and in all commercial communications. In case of different percentages per product category, the range must be indicated in the form “from …% to …%”. STOCK or OUTLET stores are required to clearly display the old crossed-out price and the new lower price on their signs.
Penalties for violations
Misleading announcements or inaccuracies regarding percentages or prices incur serious penalties. The fine reaches up to 2% of annual turnover with a minimum limit of 20,000 euros. For a second violation within five years, the fine increases to 4% of annual turnover.
Guidelines for safe shopping during summer sales 2025
Consumers during the summer sales period 2025 must pay special attention to specific points to protect themselves from misleading practices. First, stores must have posted announcements that sales are taking place. The indication of double pricing, namely the original crossed-out and new price, is mandatory in visible areas of the store.
Indicating the discount percentage is not mandatory and belongs to the company’s discretion. When a percentage is indicated, it must be specified that it is a discount in the form “30% discount”. It is important not to confuse discounts with offers. Discounts concern current season products, while offers with particularly high percentages usually concern outdated items.
Consumer rights protection
In offers, there must be a posted sign stating that offers are being made, with products bearing the original price and offer price. Attention is required as offers often state that no exchanges are made. Special attention is needed in stores that advertise large discount percentages on one or very few items. This does not guarantee that the remaining items are cheaper compared to similar ones in other stores.
Essential is information about details and transaction terms when purchasing products in installments, as well as accurate information about the origin and quality of products according to article 1 of law 2251/94. Merchants are required to exchange products that are defective and purchased during the sales period, unless the product is on offer due to a specific defect and the consumer has been informed about it before purchase.
Finally, a receipt is essential for proof of purchase in case of a defective product, as well as receiving usage instructions and warranty terms in the Greek language.
