The countdown has begun for the start of the 2026 summer sales, as the retail market prepares intensively for a period of heightened consumer activity expected to give businesses a significant revenue boost throughout the summer season.
Read also: Countdown to the summer sales — A guide to safe and smart shopping
The summer sales will kick off on Monday, July 13, and run through August 31, giving consumers the opportunity to shop at reduced prices while businesses look forward to a welcome surge in turnover during the summer months.
As part of the sales period, retail stores will have the option to open voluntarily on the first Sunday following the launch — Sunday, July 19.
Legislation sets operating hours between 11:00 AM and 8:00 PM, though the Thessaloniki Chamber of Commerce is recommending that its members keep their stores open only until 6:00 PM.
Summer sales 2026: What retailers need to know — Business obligations explained
The Thessaloniki Chamber of Commerce is reminding businesses that all promotional announcements regarding reduced prices must be in full compliance with current legislation. Specifically, every offer or discount must clearly display the product’s previous price — defined as the lowest price at which the item was sold during the 30 days prior to the start of the sale.
The price reduction may be presented either as a percentage discount, a specific monetary saving, or by showing the old and new prices side by side — provided that the prior reference price is always clearly stated, as required by law.
For products that have been on the market for a shorter period, the reference price is taken as the lowest price from the date the item first went on sale. Special provisions also apply in cases of successive price reductions.
The Thessaloniki Chamber of Commerce is urging retailers to pay close attention to proper compliance with the rules throughout the sales period, warning that failure to adhere to the applicable regulations may result in significant administrative penalties and fines.
