The results of a large survey conducted by the Institute of Commerce (INEMY) of the Hellenic Confederation of Commerce and Entrepreneurship (ESEE) illustrate the tightening market conditions faced by businesses in Greece during the winter sales of 2026. The survey, which covers a representative sample of retail stores across Greece, indicates that one in two businesses recorded a lower turnover compared to the same period last year, while only one in ten experienced an increase. This trend exacerbates the challenges that arise from a decline in actual sales throughout 2025, highlighting the ongoing difficulties in the retail sector.

Despite substantial price reductions during the sales period, the sluggish market activity is primarily attributed to diminished consumer purchasing power. Households are prioritizing essential needs over discretionary spending, which strains retailers' revenues. Additionally, unfair competition from Asian e-commerce platforms has further complicated the landscape for local businesses. This combination of factors suggests that even though sales events like the winter discount period typically energize consumer spending, the reality of the current economic climate has led to disappointing results this year.

As pressures continue to mount on the retail sector, which is a critical component of the Greek economy in terms of turnover and employment, experts predict that the challenges will persist into early 2026. Retailers may need to adapt strategies to navigate these economic pressures better while advocating for better market conditions to ensure a sustainable future for their businesses. The findings raise concerns not only for the individual businesses affected but also for the overall economic health of Greece as it grapples with heightened competition and changing consumer behaviors.