Greek consumers’ intention to shop during the 2025 holiday season has increased compared to last year, while price remains the dominant criterion during this period, according to the first analysis of the findings of a survey conducted by EY Greece in collaboration with MRB and Choose Communications, entitled, EY Future Consumer Index Greece 2025.
How the market will move
The percentage of those planning to spend more on their purchases increased to 13% from just 4% last year, while it reached 26% among young people aged 18-29. However, the majority of respondents (59%) intend to spend approximately the same amount this year as last year during Christmas and New Year. Similarly, the percentage of those who plan to spend less has decreased to 24%, from 36% last year, while 3%, from 6% last year, said they will not make any purchases.
What consumers will purchase
Sixty-one percent of consumers plan to buy food and beverages (mainly older people), while 58% plan to buy clothes and accessories (mainly younger people). Entertainment (dining out, concerts, etc.) seem to be a lower priority (35%), as well as personal care and beauty products (32%).
Only 28% plan to buy technology and electronic devices during the holiday season, in contrast to the Black Friday and Cyber Monday period, when this category is the first priority for 68%.
Prices the main criterion
Price remains the main criterion for Christmas and New Year shopping for nine out of 10 consumers (90%, down from 95% last year). Product quality is a key criterion for two out of three participants (64%).
The percentage of consumers who will look for products on sale is noticeably lower than last year (44%, down from 55%), although women and older people seem to still be looking for discount opportunities. On the contrary, the brand criterion seems to be recovering, as 25%, compared to 17% last year, consider it important, indicating the need for consumers to operate more based on preferred brands and less on the search for bargains.
One in two consumers to stay home
One in two consumers (53%) intends to spend the holidays at home with family or friends, an intention that is recorded more strongly among older people.
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