Nearly two-thirds of Greek consumers plan to shop during Black Friday and Cyber Monday this year, reflecting the growing popularity of two American retail traditions that Greek businesses have increasingly adopted to stimulate spending ahead of the Christmas season.
According to the EY Future Consumer Index Greece 2026, conducted in cooperation with MRB, 67% of consumers intend to make purchases during Black Friday on November 27 and Cyber Monday on November 30, compared with 63% in 2025 and 50% in 2024. Shopping intentions are particularly strong among younger consumers, reaching 72% among those aged 18–29 and 76% among those aged 30–39.
However, the survey also highlights continued financial caution. Half of prospective shoppers are planning purchases they would have made anyway, while only 19% expect to buy additional products because of promotional offers. Most anticipate spending between €100 and €500, with clothing, electronics and household appliances attracting the greatest interest.
American shopping tradition reshapes Greek retail market
Black Friday was introduced more widely in Greece in 2016, when major retail chains, shopping malls and electronics stores began adopting the American promotional event. Initially concentrated around a single Friday, the practice has gradually expanded into weeklong campaigns and, in some cases, promotions lasting much of November.
Greek retailers have increasingly combined Black Friday with Cyber Monday, using online platforms, targeted advertising and installment-payment offers to attract customers. Large chains and electronics retailers have played a prominent role, while smaller businesses have attempted to compete through selective discounts and specialized promotions.
The growing importance of digital commerce is reflected in EY’s latest findings. Approximately 35% of consumers expect to make most purchases through online stores, compared with 34% who prefer physical shops, while another 21% plan to divide their spending between the two channels.
Nevertheless, the commercial benefits remain uneven. According to a December 2025 survey by the Hellenic Confederation of Commerce and Entrepreneurship, many small and medium-sized retailers reported disappointing Black Friday results, raising concerns that aggressive promotional campaigns disproportionately benefit larger businesses with greater purchasing power and advertising budgets.
Consumer skepticism and criticism of promotional practices
Despite growing participation, questions about the authenticity of discounts remain widespread. EY found that 43% of Greek consumers doubt whether advertised price reductions are genuine, while 24% complain that products they want rarely appear among promotional offers.
Consumer organizations have repeatedly warned against misleading discounts, particularly cases involving inflated reference prices or limited availability of heavily advertised products. Under Greek and European Union consumer protection rules, retailers announcing price reductions must generally use the lowest price offered during the preceding 30 days as their reference.
In November 2026, the Greek eCommerce Association reminded online retailers of these requirements, emphasizing transparent pricing. A European Commission investigation into promotional practices during the 2025 Black Friday and Cyber Monday period found that at least 30% of the online traders examined failed to comply with EU price-reduction rules.
Labor organizations have also criticized the shopping events, citing pressure on retail employees, demanding schedules and the extension of commercial activity beyond traditional operating patterns.
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