Greeks are planning significantly increased spending for this year’s Black Friday (November 28) and Cyber Monday (December 1), according to the EY Future Consumer Index Greece 2025, conducted with MRB and Choose Communications.
The survey found that 63% of respondents plan to shop during the sales period, up from 50% last year, reflecting a notable rise in consumer engagement.
Who Will Shop the Most
The strongest shopping intent is among the 30–39 age group (76%), while younger consumers aged 18–29 were more active last year. Families with children, particularly minors, also show higher shopping intentions (77%). In contrast, only 50% of the 50–64 age group plan to make purchases.
Popular Purchases
Technology and electronics remain the most desired items, with 68% overall planning to buy them, and 77% of men targeting these products. Clothing and accessories are next, chosen by 61% overall, including 68% of women.
Other categories include:
- Personal care and beauty: 32%
- Home and kitchen products: 26%
- Food and beverages: 11%
- Experiences like dining out and concerts: 9%
Consumer Caution
Despite high interest, many consumers remain skeptical:
- 45% question whether discounts reflect real price reductions
- 30% say the products they want are rarely included in offers
Emotionally, 19% of respondents anticipate the sales with excitement, while 13% feel stressed by the pressure to buy. Nevertheless, 81% reported delaying purchases in anticipation of the Black Friday and Cyber Monday deals.
Retail Implications
Thanos Mavros, EY Greece Partner and Head of Retail for Southeast Europe, noted: “The rising intent to shop is encouraging for retail, but businesses must address consumer skepticism, ensuring transparency and trust to enhance the shopping experience.”
