The summer sales in Cyprus have begun on a positive note, with encouraging signs for retailers despite wider geopolitical instability. According to Marios Antoniou, General Secretary of the Cyprus Retail Association, the situation in the Middle East has not weakened the market- in fact, it has helped boost turnover, particularly due to an increase in tourist arrivals from neighbouring countries.
“There’s been very good commercial activity, especially in coastal shops and shopping malls. We’re completely satisfied,” Antoniou told Economy Today.
Flexible sales timelines and tourist support
Since the legal framework regulating sales periods in Cyprus was deemed unconstitutional, businesses now have the freedom to launch and end discounts at their own discretion. “Most retailers started in the first week of July, with some launching as early as late June,” Antoniou said, adding that summer sales in Cyprus generally last between four and five weeks.
Discounts typically range from 15% to 35%, with higher reductions applied to older stock.
This year, tourism has played a key role. The sharp increase in visitors- particularly from Israel- has provided strong support to the market, with Cyprus viewed by many travellers as a safe stopover or holiday destination amid regional uncertainty. According to the Cyprus Statistical Service, turnover volumes are up, indicating genuine economic activity rather than inflationary growth alone.
Broader concerns and labour shortages
Still, there are challenges. Antoniou pointed to potential repercussions from global trade tensions, including recent tariff policies revived by former US President Donald Trump. “Instability is no ally to business or consumers,” he noted, warning that such factors may affect supply chains in the months ahead.
Labour shortages remain another pressing issue. Retail is the largest employment sector in Cyprus, representing around 19% of total employment, and the second largest contributor to GDP after tourism. Despite recent efforts to streamline the work permit process for foreign workers, staffing gaps persist- particularly for smaller businesses, which nonetheless retain a competitive edge thanks to personalised service, something Cypriot consumers continue to value.
Shifting demand and seasonal trends
As expected, clothing and footwear dominate the summer sales season. Electronics, which take centre stage during Black Friday, are less prominent during this period. Yet the backbone of retail remains food products, driven by consistent and growing consumer demand year-round.
Consumer warnings: discounts, returns, and online risks
Virginia Christou of the Cyprus Consumers Association urged consumers to remain alert during the summer sales in Cyprus, especially when it comes to online purchases and marketing gimmicks.
Key advice includes:
- Conduct market research: Shoppers are encouraged to track prices before the sales begin, especially for high-value items like electronics or appliances. Keeping a record of original prices helps avoid misleading discounts.
- Understand Article 45: Since 2021, shops are required to base advertised discounts on the lowest price offered within the past 30 days. For example, if an item briefly dropped to €80 from €100 before being raised again, the discount must be calculated from €80- not the original €100. Violations may result in fines up to €500,000.
- Be cautious online: Consumers should avoid purchasing from unfamiliar platforms, even if prices seem exceptionally low. Ads offering 90% off often lead to so-called “ghost companies” or scam sites. Common red flags include:
- Very few products listed
- Recently created domains (e.g. 2025)
- No physical address or contact details
- Question unrealistic discounts: In Cyprus, legitimate discounts rarely exceed 50–60%. Anything higher should be scrutinised.
- Watch out for misleading practices: Promoting storewide discounts of 70% when only one product is reduced qualifies as a deceptive marketing tactic and should be reported.
- Know the return policy: There is no standard return law in Cyprus for in-store purchases- each shop sets its own terms. For online or phone orders, however, EU law guarantees a 14-day return period.
- Review payment details: Many complaints stem from overcharging or unclear payment processes. Consumers should check receipts and totals carefully before leaving the till.
- “Clearance” loopholes: Some online platforms label items as “clearance” to deny return rights. Christou emphasised this is illegal- customers are entitled to a refund within 14 days for all distance purchases, regardless of clearance status.
Staying informed in a dynamic market
In summary, this year’s summer sales reflect a market with positive momentum, backed by both local consumers and international visitors. Yet the risks are real, and increasingly digital. Staying alert, informed, and assertive about rights is key to making the most of this busy shopping season, whether buying in-store or online.
By Christiana Antoniou
Also read: Cyprus facing labour shortages, turns to third countries
For more videos and updates, check out our YouTube channel.
