With promotional campaigns and sales having already gotten off to a strong start across much of the market, retailers are now looking forward to the official start of the summer sales on Monday, July 13, hoping that they will provide the first substantial boost to consumer spending in the second half of the year.
It should be noted that the summer sales will last until the end of August, and according to the law, stores may optionally remain open on the first Sunday of the sale period, July 19; during the sales, businesses are required to clearly display both the original and the new reduced prices of products, as well as the discount percentage, where applicable.
Industry estimates suggest that sales could reach between 7 and 7.4 billion euros, representing a nominal increase of 2% to 5% compared to the same period last year. However, as market representatives point out, the goal is not only to increase sales but, above all, to boost real consumption, as Greek households continue to be squeezed by the rising cost of living.
“The 2026 summer sales mark the peak retail season of the summer and serve as the first meaningful barometer for the market’s trajectory through the end of the year,” Vasilis Korkidis, president of the Piraeus Chamber of Commerce and Industry, told the Athens-Macedonian News Agency (ANA-MPA).
As he notes, expectations in the business community are cautiously optimistic, as increased tourist traffic could provide a significant boost to consumer spending, though it does not alleviate the pressures Greek households continue to face due to the rising cost of living. According to the Hellenic Federation of Enterprises (EBEP)’s estimate, total sales during the summer sales period could reach between 7 and 7.4 billion euros, marking a nominal increase of 2% to 5% compared to last year.
Mr. Korkidis emphasizes, however, that the true measure of the market is not just revenue. “What really matters is not just turnover, but the increase in sales volume and the boost to actual consumption. The Greek market doesn’t just need higher revenue; it needs more consumers in stores. That is the true measure of recovery,” he notes.
At the same time, he points out that Greek retail businesses have demonstrated their resilience and adaptability by continuing to invest in quality, reliability, and customer service, despite increased operating costs, squeezed profit margins, and intense international competition.
As noted, tourism could serve as the catalyst for this year’s sales, as increased visitor numbers in Athens, Piraeus, Thessaloniki, and major tourist destinations creates conditions for boosting retail consumption and channeling revenue into the real economy.
It also places particular emphasis on developments in e-commerce, describing European initiatives to address distortions in cross-border e-commerce as significant. As it notes, the application of a level playing field for all businesses is a fundamental prerequisite for healthy competition and the protection of both consumers and the organized market, while pointing out that fast-commerce platforms from third countries remain the main competitors to the domestic market, despite the imposition of a 3-euro fee on such shipments effective July 1.
At the same time, it calls on consumers to use discounts wisely by doing market research and choosing Greek businesses, emphasizing that every purchase from a legitimate Greek store supports employment, boosts public revenue, and returns value to the national economy.
Furthermore, it calls on the government to continue reforms that reduce businesses’ operating costs, boost liquidity, combat illicit trade, and foster a stable business environment. “The retail sector is not asking for preferential treatment. It is asking to compete on a level playing field with all those operating in the European market,” he emphasizes.
For his part, the vice president of the Athens Chamber of Trades and the Athens Merchants’ Association, Nikos Kogiumtsis, points out in his statements that the summer sales season is an opportunity both for businesses to increase their revenue and for consumers to make purchases at more affordable prices.
At the same time, he notes that the market continues to show signs of sluggishness—a situation he attributes to reduced purchasing power, low wages, meager pensions, and the rising cost of living, all of which limit households’ financial capacity.
As it notes, measures are needed such as reducing the VAT on basic food items, lowering the excise tax on fuel, and stepping up market inspections, while noting that small and medium-sized enterprises are calling for a level playing field with large retail chains and fair competitive conditions in both brick-and-mortar and e-commerce.
Meanwhile, ahead of the first Sunday of the summer sales, on July 19, the Federation of Private Sector Employees of Greece has called for a nationwide strike, with key demands including the establishment of Sunday as a day off, the signing of a sector-wide collective bargaining agreement, and wage increases.
SOURCE: APE