A recent study by Ernst & Young (EY) paints a clear picture of the financial caution shaping Greek holiday plans this year. As the festive season approaches, Greek consumers are expected to be more restrained, with half planning to spend the holidays at home with family or friends. Meanwhile, 59% intend to spend roughly the same as last year, and only 13% anticipate spending more.
According to the EY survey, most purchases will focus on food and beverages (61%) and clothing and accessories (58%).
Holiday Spending Trends
Consumer intentions for the 2025 festive season show a slight increase compared with last year, but price remains the dominant factor in purchasing decisions. Those planning to spend more rose from a mere 4% last year to 13% overall—and climbs to 26% among young adults aged 18-29.
The majority, however, remain cautious, with 59% expecting to spend about the same as last year. The proportion planning to spend less has dropped to 24% from 36%, while 3% said they would not make any purchases at all.
What Consumers Will Buy
Food and beverages lead holiday shopping, especially among older consumers, while younger shoppers prefer clothing and accessories. Experiences like dining out or concerts (35%) and personal care products (32%) rank lower, with technology and electronics even lower at 28%—a sharp contrast to Black Friday and Cyber Monday, when 68% prioritize these items.
Price and Brand: What Matters Most
Price remains the leading criterion for nine in ten shoppers (90%). Product quality is also a key factor for 64%. Fewer consumers (44% compared with 55% last year) plan to actively seek discounted items, although women and older shoppers still look for bargains. Interestingly, brand preference is regaining importance, with 25% considering it a deciding factor, up from 17% last year.
Celebrating at Home
Half of Greek consumers (53%) plan to celebrate at home with family or friends, a tendency strongest among older age groups. At the same time, 41% intend to buy gifts for loved ones, and a focus on avoiding waste remains evident—32% plan to minimize food waste by cooking only what is needed.
