Summer Sales Premiere Tomorrow – SOS Consumers

Tomorrow, July 8, the 2024 Summer Sales officially begin.

Businessmen expect a significant increase in sales volume compared to the long sales period, as this summer’s sales will continue until August 31.

It is worth noting that by law, shops can open on the first Sunday of the summer sales, which means that stores will be open to consumers on July 14.

Summer Sales: What Consumers Need to Know

Consumers have already been given instructions on the points they should pay special attention to when shopping during the sales period.

Analytically:

1. When a discounted price is offered on more than 60% of all items sold, proof of the discount percentage offered is mandatory. The discount percentage must be indicated on the store front and in any other commercial communication.
2. If there are different discount rates for each product category, the price range offered must be indicated (“from …. % to …. %”). In any other case, it will be indicated that the discounts relate to selected items with an indication of the corresponding percentage.
3. The method of calculating and displaying the discounted price must be correct and accurate.
4. In the event of an audit, store owners should be able to prove that the old selling price on the sign corresponds to reality.
5. Consumers should ask for proof. In addition to financial integrity reasons, if a defective product is purchased, a receipt is required to obtain a refund for consumers.
6. Consumers should pay special attention to distinguishing between discounts and promotions. Discounts are usually on summer season products, while off-season promotions are usually on older items. In promotions, store owners are required to put up a sign indicating that promotions are taking place and the products they sell must clearly indicate the starting price and the final price of the promotion, and in no case the discount percentage.
7. Consumers, as defined in Article 1 of Law 94/2251, have the right to ask about the origin and quality of the product, and merchants are obliged to answer these questions.

What traders must comply with – heavy fines

For their part, traders should consider the following:

1. Each price reduction announcement refers to the previous price applied by the trader for a specified period of time before the price reduction was applied. In addition, a percentage should be used, for example. “20% off”.
2. Previous price means the lowest price applied by the merchant during the 30-day period before the price reduction was applied.
3. Particular attention must be paid to compliance with the provisions relating to discounts and reduced prices, as the penalties are heavy. Specifically, according to article 21 of Law 4177/2013, those who violate the law are fined an amount equivalent to 1% of the annual turnover and in any case not less than 10,000 euros. In the aggravated case where discounts are proven if they are inaccurate or misleading, a fine equivalent to 2% of the annual turnover and in any case not less than 20,000 euros is imposed.