A recent survey conducted by the Athens Chamber of Commerce highlights a troubling trend for businesses in Athens during the winter discount season of 2026. The results reveal that nearly half of the participating businesses (44.6%) experienced a revenue decrease of more than 21%, raising concerns about their sustainability. Additionally, many stores concluded the season with high inventory levels (21-30%), tying up capital critical for the upcoming sales period.

From the survey, an overwhelming majority of participants (99.8%) believe that the liberalization of offers has significantly undermined established discounts, indicating a perception that the current regulations may be ineffective in promoting fair competition among retailers. Furthermore, a staggering 97.4% expressed the need for immediate changes to the legislation surrounding discounts and offers, specifically referencing Law 4965/2022, as they advocate for a restriction on promotional offers to help stabilize their financial situations.

This significant downturn in business revenue could have wider implications for the local economy in Athens, particularly given the context of rising operational costs and diminishing consumer purchasing power. As these businesses navigate challenging market conditions, the call for institutional reforms not only seeks to address immediate financial concerns but also aims to foster a more stable retail environment conducive to long-term growth and recovery.