Only 2 weeks left to start summer discounts with Consumers count backwards to start shopping with reduced prices for their summer holidays.
The summer discounts of 2026 are due to begin on Monday, July 13 and will last until August 31. It is a period that gives consumers - who expect better prices and important offers - several weeks for purchases in clothing, footwear and other consumer basic goods.
Shops and department stores will be optionally open on the first Sunday of discounts, 19 July, with proposed hours from 11:00 to 18:00.
Throughout the discounts, undertakings are required to clearly indicate both the initial and the new, reduced price of products in order for consumers to be able to assess the actual discount. According to the applicable legislation, the reference value is considered to be the lowest value applied in the last 30 days preceding the reduction.
(MACHAL PAPANIKOLA/EUROKINISSI)
Since the discounts concern more than 60% of the products in a store, this should be clearly indicated in the window and in any relevant commercial communication. In cases of different percentages per product group, the range of discounts must be reported («from ... % to ... %»).
For STOCK or OUTLET-type stores, a clear indication of the original value and the new reduced price in the relevant particulars is required.
