Greeces winter sales season opens on Monday 12 January with retailers aiming for turnover exceeding 6 billion euros during the 50 day discount period that concludes on Saturday 28 February.
Trading expectations remain cautiously positive as businesses anticipate slightly improved performance compared to last year despite the financial fatigue households typically face after the holidays.
Industry sentiment appears steadier according to Piraeus Chamber of Commerce and Industry president Vassilis Korkidis who reports signs of stabilization in annual retail sales with an estimated 5 percent increase.
Consumer buying patterns show consistent behaviour during winter discounts with roughly 6 in 10 shoppers making purchases, including 3 in 10 seeking clothing or footwear, 2 in 10 targeting technology items and 1 in 10 choosing household goods.
High prices continue to place significant pressure on demand even as wages rise due to factors such as production costs, heavy reliance on imports and strategic pricing choices.
Deep discounts reaching up to 50 percent are described by Korkidis as essential both for clearing stock and easing the financial load on households.
Recent surveys indicate that 9 in 10 consumers feel the impact of persistent price increases, with half searching for cheaper options, 4 in 10 reducing overall expenses and 3 in 10 making purchases mainly during discount periods.
Online shopping now accounts for activity by 6 in 10 consumers reflecting a shift in purchasing habits across the market.
Retail turnover above 6 billion euros for January and February 2026 is viewed as an ambitious but achievable target by sector representatives.
Expectations remain moderately hopeful for a slightly better shopping season than the previous year with retailers aiming for stronger performance during the early months of 2026.
Sector improvement requires renewal and more strategic use of the discount framework according to Korkidis who argues this could help counteract ongoing price pressures.
The Athens Traders Association vice president and GRECA vice president Makis Savvidis highlights that limited household purchasing power shapes the environment in which businesses approach this years discount period.
Price reductions in clothing and footwear are projected to surpass expectations according to Savvidis who notes that despite adequate product availability consumer pressure remains substantial.
Strict legislation and intensified inspections aim to curb deceptive discount practices and prevent unfair competition within the retail sector.
Holiday season foot traffic remained satisfactory in major urban centres though average spending per purchase fell compared to last year.
Large discounts are anticipated as retailers seek to clear inventory after a holiday period that produced mixed results with some major players performing strongly while many smaller businesses saw weaker revenues.
Greek consumers appear to have made more purchases during the festive season but at lower value levels as a significant share of household income continues to be allocated to essential goods.
Growth in the online market is expected to slow due to Asian platforms capturing around 15 percent of market share according to Savvidis who warns of the first year of deceleration in the sector after 15 years of expansion.
Calls for coordinated national action to address the challenge have not yet resulted in concrete measures based on industry commentary.
The retail landscape currently operates at what Savvidis describes as two speeds with small and medium sized businesses struggling while larger multinational companies increase their share of total turnover.
Structural obstacles such as lack of financing and high operating costs continue to generate distortions that place additional strain on smaller enterprises.
Regulatory authorities plan intensive inspections throughout the sales period with strict penalties for misleading or artificial discounts to safeguard consumers and ensure fair competition.
Shoppers are encouraged to verify listed old and new prices and make informed purchasing decisions during the extended discount window.
The winter sales continue through 28 February with stores allowed to open optionally on Sunday 18 January and Sunday 25 January between 11:00 and 18:00.
