Athens Retailers Sound Alarm Over Discount Framework
The Athens Traders Association says the discount system has reached a critical turning point and demands swift legislative intervention to restore order to the market.
The group notes that the current commercial season performed poorly, with regional markets suffering the most and businesses viewing the winter sales as their last opportunity to clear stock.
The winter sales start tomorrow and are expected to offer substantial reductions, often exceeding 50 percent, with traders encouraging consumers to shop locally to help keep city centers active and allow businesses to refresh inventory.
The association argues that the 2022 law 4965 fully liberalized offers, creating a constant flow of discounts that erodes the traditional sales periods, confuses consumers and diminishes product value.
The organization reports that repeated requests for a meeting with the responsible minister have gone unanswered despite the need to discuss reforms that do not involve fiscal costs.
The ESA proposes allowing only 2 offer periods per season for each business, 1 in the middle of the season and 1 at the end, along with a structured 3 day promotional period in late November to contain the expansion of Black Friday.
The group also calls for strict and continuous online monitoring to curb abusive practices as part of a reformed framework.
The association stresses that small and medium sized enterprises face intense pressure from major retail chains and dominant digital platforms, warning that permanent discounts eliminate the meaning of a genuine sale and urging the government to step in as a partner in restoring balance.
