The annual summer sales season debuts throughout Greece on Friday, with the National Confederation of Greek Trade (ESEE) promising the "biggest discounts in recent years" and urging shoppers to take advantage of the reduced prices.
The annual summer sales, which will run through August 31, provide consumers with the opportunity of purchasing products at discounted prices, with reductions reaching as much as 70 percent off the original prices.
Shop owners are looking to the sales to generate much-needed revenues, which have dropped sharply in recent months as a result of austerity measures that have caused shoppers to restrict purchases to the bare necessities.