The Greek market has already slipped into Christmas and New Year mode, but household finances are keeping celebrations firmly within budget. For nine out of ten consumers, price remains the decisive factor in purchasing decisions this festive season, limiting any major deviation from planned spending.

This caution comes as early Dec. sales fell around 750 million euros compared to last year, with holiday revenue accounting for up to 30% of annual turnover in many sectors. Adding to uncertainty, farmers’ and livestock breeders’ roadblocks—and potential truck driver strikes—could drive prices up and cause shortages.

Steady Spending, Selective Choices
Under normal conditions, consumer surveys paint a picture of restrained stability. About 59% of respondents say they plan to spend roughly the same as last year, while 13% intend to spend more—up sharply from just 4% last year. Among young people aged 18–29, that figure rises to 26%.

Those planning to cut back have fallen to 24%, from 36% a year ago, while only 3% say they will make no purchases at all. Four in ten consumers plan to buy gifts, though frugality remains a guiding principle: 32% say they will avoid food waste and excessive cooking.

According to a survey by EY Greece in collaboration with MRB and Choose Communications, six in ten consumers—mainly older age groups—will prioritize food and beverages, while 58% plan to buy clothing and accessories, especially younger shoppers. Experiences such as dining out or concerts rank lower (35%), followed by personal care products (32%) and technology purchases (28%).

Interestingly, the hunt for discounts has eased, with 44% seeking offers compared to 55% last year. At the same time, brand appeal is rebounding, with one in four consumers opting for branded products, up from 17%.

The Cost of the Festive Table
Half of Greek consumers plan to spend the holidays at home with family or friends, prompting early price checks for the festive table.

Initial estimates suggest higher costs, particularly for meat. Turkey prices range from 6.64 euros/kg for imported frozen birds to 10–13 euros/kg for fresh Greek turkey, rising to 14–15 euros/kg or more for organic free-range options. Lamb and goat may reach 17 euros/kg, pork 6.50 euros/kg, and beef up to 19 euros/kg.

Dessert prices remain broadly stable, with premium flavors—such as chocolate-coated or chestnut-filled sweets—commanding higher prices.