Summary
- EEKE warns about misleading offers ahead of Black Friday 2026.
- It reminds shoppers of the 30-day lowest-price rule.
- It highlights instalment-payment risks and online shopping rights.
- It also provides contact details for consumer complaints.
The Union of Working Consumers of Greece (EEKE) warns about misleading discounts and reminds shoppers of their rights ahead of Black Friday on 27 November 2026.
The following is an English translation of the Union’s announcement:
EEKE announcement
Black Friday, which this year falls on Friday 27 November and continues with Cyber Monday on Monday 30 November, has become an established event in Greece as well. For just a few days, shops — on the high street and online — advertise attractive offers on selected products, and many consumers see them as an opportunity to shop.
The Union of Working Consumers of Greece (EEKE) urges consumers to be particularly careful and not to be swayed by discounts that look impressive only at first glance. With the cost of living continuing to squeeze household incomes, it is more important than ever to plan purchases, compare prices and avoid spur-of-the-moment decisions.
The Union of Working Consumers of Greece of the GSEE reminds consumers of the basic rules protecting them from promotional traps, along with changes introduced this year for their benefit:
1. Compare before buying. Check both the previous and new price and the quality of the product, and search online for exactly the same product using its model number or product code to establish whether the offer really represents the best value.
2. Decide what you actually need and prepare a shopping list in advance that fits your personal or family budget, to avoid unnecessary spending.
3. Carefully read the terms of instalment purchases and credit-card payments, and ask whether interest or additional charges apply, because these can substantially increase the total cost. Pay particular attention to buy now, pay later services prominently promoted by online stores. However convenient they appear, they still involve borrowing, and several small interest-free instalments across different purchases can quickly become a heavy debt burden. From 20 November, a week before Black Friday, new rules apply that in most cases also protect customers using this payment method, as they do with consumer loans. Credit providers must clearly explain the total cost and assess in advance whether the consumer can repay.
4. Remember that when a store announces a discount, the previous price displayed must be the lowest price it charged for that product in the preceding 30 days. It cannot artificially increase the price shortly before Black Friday and then present the reduction as a discount. This principle applies to every form of promotion, including:
– percentage discounts, such as 20% off
– fixed-amount discounts, such as €10 off
– new prices shown beside previous prices, for example now €50, previously €100, or a crossed-out previous price
– claims such as buy today without VAT, meaning the price is reduced by an amount equivalent to VAT (the tax is still paid normally)
– labels such as discount price, special offers or Black Friday deals.
If a previous price appears suspiciously high, do not hesitate to report it.
5. Always request a receipt for purchases. If a product turns out to be defective and you want to return or exchange it, the receipt is necessary.
6. For online purchases, remember that you can return a product within 14 days without giving any reason, with a few exceptions, such as products custom-made to order. And something new: from July, every online store and shopping app must display a clear withdraw here button, allowing consumers to cancel a purchase in just a few clicks, without phone calls or letters. The store must promptly send confirmation with the date and time. Cancelling should be as easy as buying; if the button is missing or hidden, consider reporting it.
Because a large share of purchases during this period is now online, we remind consumers of the rules for shopping safely on the internet, particularly when facing fake stores and messages advertising unbelievable deals that ask for card details.
Find out more: https://eeke.gr/category/chrisimes-simvoules/ilektroniko-emporio/
It is important to realise that the shopping frenzy promoted by major retailers through marketing techniques such as Black Friday, Sunday trading and late-night shopping events puts psychological pressure on consumers, often without them noticing, leaving them feeling that they must catch the deals in time. At a time when the cost of essential goods remains high, purchases call for restraint and a cool head.
For any problem, complaint or report concerning your purchases, contact the Union of Working Consumers of Greece:
Online complaint form: https://eeke.gr/epikinonia/kataggelies/
Email: [email protected]
Tel: 210-8817730
Website: www.eeke.gr
Facebook: www.facebook.com/enosikatanaloton/
What we think
For photography gear purchases, our Black Friday 2026 price-checking guide offers more context, while we have also selected six cameras worth watching.
For anyone buying cameras, lenses, memory cards or computers, what matters is not the percentage printed on the label but whether the final price of that exact model is genuinely good. Checking the product code and comparing prices before Black Friday can prevent a poor purchase.
Instalments deserve care too. An equipment upgrade that looks affordable each month can eat into the budget for other work. It is better to calculate the full cost from the start, including interest, delivery and any additional charges.
