July has officially kicked off, and with just a few days to go until the 13th of the month, this year’s summer sales are about to begin. Shoppers will have until August 31st to take advantage of discounted prices. This year, stores will also be open on Sunday, July 19th, with a suggested trading window of 11:00 to 18:00, though opening on that day is not mandatory for all businesses.
Read more: Summer sales 2026: When they start – Dates, hours, and rules
When do the sales start: Tips for smart, stress-free shopping
It is worth reminding shoppers that throughout the sales period, businesses are required to display the previous price of each item, so consumers can clearly see the actual amount of the discount. The previous price is defined as the lowest price at which the product was offered during the 30 days prior to the discount. For products that have been on the market for a shorter period, the lowest price recorded over the last 10 days is taken into account.
It is also worth noting that displaying the discount percentage is not mandatory — but when it is used, it must be clear that it represents a genuine price reduction. If more than 60% of a store’s products are on sale, the discount percentage must be displayed in the shop window. Where different discount categories apply, the full range must also be clearly stated.
What consumers should watch out for
Consumers should not rely solely on the discount percentage, but should always check the final price of a product to ensure it genuinely reflects a real saving.
One practice that warrants particular attention is the artificial inflation of prices before the sales period begins, making the subsequent discount appear larger than it actually is. For this reason, comparing prices before making a purchase is especially important.
Additionally, businesses are required to inform consumers of their exchange and returns policy before a purchase is completed. When it comes to defective products, consumers are protected by law and may request the remedies provided for by legislation — including repair, replacement, or a refund — depending on the circumstances.
