Shoppers braved the 38 Celsius (100 Fahrenheit) heat in central Athens and ventured out on to the capital's main shopping street, Ermou, to take advantage of the summer sales which began all around the country yesterday. The discounts will continue until August 27. Several stores have been fined by the Development Ministry over the last few weeks for not abiding by the set dates and beginning their sales early. Consumer organizations have advised customers to shop around for good deals.