Actually, Arron, when we were there in August we regularly got down to the beach around 11am or later and were amazed at how empty it was. We had no trouble getting sunbeds. Mind you it was around the time of Panayia - the big Greek festival - so there were a fair few Greek families who tend to take their own bits and bobs to the beach.
Jim - we are there last week of July and first week of August next year.
Cheers
Pete