Greece's Winter Sales 2026 Begin Monday: Key Information for Shoppers

The official winter sales period in Greece kicks off on Monday, January 12, 2026, and runs until Saturday, February 28, 2026 (approximately 7 weeks), in accordance with current retail regulations. Commercial associations have issued guidance to retailers emphasizing transparency in discount advertising to protect consumers.

Rules for Retailers

Participation in the sales is voluntary — businesses are not required to offer discounts. However, those that do must follow strict guidelines:

• Stores must clearly display signs indicating that sales or promotions are in progress.
• Every discounted item must show both the original (prior) price and the new reduced price.
• The "prior price" refers to the lowest price the retailer charged for the product during the 30 days immediately before the discount began. For items on the market less than 30 days, it's the lowest price in the preceding 10 days.
• If discounts increase progressively, the prior price is the one before the first reduction.
• Retailers may also advertise the percentage discount. If over 60% of items are discounted, the percentage (or range, e.g., "from 20% to 70%") must appear in windows and ads; otherwise, specify that it applies to selected items.
• For STOCK or OUTLET stores, signage must prominently show the crossed-out old price and the new reduced price (percentage is optional). They can only use terms like "sales" or "offers" in promotions, and must display all intermediate prices crossed out where applicable.

Misleading or false discount claims (on rates, prices, quantities, or hidden conditions) can result in hefty fines: up to 2% of annual turnover (minimum €20,000), doubling to 4% for repeat offenses within five years.

Tips from the Consumers’ Workers’ Union (EEKE)

The EEKE has released a consumer guide highlighting rights and precautions for safer shopping:

• Always compare the displayed original and reduced prices.
• Check unit prices for fair comparisons.
• Watch for progressive discounts to ensure the reference prior price is accurate.
• Be cautious of deceptive advertising.

Sunday Openings

During the sales, shops may open on two Sundays: January 18 and January 25, 2026, with recommended hours from 11:00 a.m. to 6:00 p.m. (optional for retailers).

The winter sales provide a great opportunity for households to find significant reductions on clothing, footwear, accessories, and other seasonal essentials, offering financial relief early in the year.

Happy and smart shopping — compare prices and enjoy the deals.

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