Retailers are counting on pre-holiday shopping, strong tourist arrivals and relatively mild summer weather to boost sales as the country’s annual summer discount season begins Monday, although expectations remain modest amid persistent pressure on household budgets.
The sales period will run through August 31, with stores also permitted to open on Sunday, July 19, from 11 a.m. to 8 p.m.
Retailers are hoping for a 2% to 5% increase in turnover during the sales campaign, which would push total sales to just over 7 billion euros. However, merchants say rising fuel and food prices linked to the recent conflict in the Middle East have continued to squeeze disposable incomes, forcing many consumers to scale back discretionary spending.
Another factor expected to benefit domestic retailers is the recently introduced 3-euro fee on small parcels imported from non-EU countries. The measure has already contributed to a decline in purchases from overseas e-commerce platforms, particularly Chinese online marketplaces, according to industry representatives.
Official data point to only limited growth in retail activity. According to the Hellenic Statistical Authority (ELSTAT), retail turnover reached 17.11 billion euros in the first quarter of 2026, up 3.2% from 16.58 billion euros a year earlier. With average inflation running at about 3% during the period, the increase represented only marginal real growth.
