With the end of the holiday season, the commercial world’s attention is already turning to the next major sales opportunity. The winter sales 2026 are coming to give new momentum to the market, offering significant opportunities for both consumers and retail businesses. The last Sunday of the year finds stores open, while Christmas sales are being evaluated.
When the winter sales 2026 begin
The winter sales 2026 are scheduled to start on Monday, January 12, lasting until the end of February. Usually, retail stores are also open on the first Sunday of the discount period, which in this case refers to January 17. This six-week period represents a crucial opportunity for purchases across many product categories, from clothing and shoes to electronics and household equipment.
According to announcements from trade associations, store participation in winter sales remains optional. However, businesses that choose to participate must follow strict transparency rules. Clear display of both original and reduced prices is mandatory, allowing consumers to accurately calculate the real benefit from each purchase.
Which Sunday stores will be open
Stores are operating today, the last Sunday of the year, giving consumers the opportunity for final purchases before the new year begins. With the market in a transitional stage between the holiday peak and the upcoming winter offer period, retail is preparing for the new “price battle” that will start in early January.
Retail businesses place great expectations on the first two months of 2026, hoping to boost consumer spending through winter sales. Only a few days remain to confirm or refute predictions about this year’s holiday market performance.
Initial estimates for holiday turnover
Vasilis Korkidis, president of the Piraeus Chamber of Commerce and Industry, presented a detailed estimate of 2025’s Christmas turnover by sector in the Greek market in a statement to APE MPE.
As he noted, the term “Christmas market” can refer either to total retail sales during the holiday period or to specific revenues from traditional Christmas markets and tourist flows. Available data for holiday sales is based on estimates and usually concerns overall December statistics.
Forecasts for 2025 indicate stabilization of consumer spending with an expected increase of 2.5% to 5%, mainly due to inflationary pressures during the year. December represents about 6% of retail’s annual turnover, a percentage lower than the monthly average of 8.3%.
Although December doesn’t hold first place in absolute percentages, it is the strongest month in specific categories like food, gifts, clothing, toys, and electronics. Conversely, fuel consumption is distributed more evenly throughout the year. Additionally, December is characterized by high transaction activity and liquidity, though it doesn’t hold the maximum monthly value, which belongs to the three summer months with over 9% and approximately 6.5 billion euros each.
Detailed retail trade data
Specifically, retail trade turnover in December 2024 reached 4.3 billion euros, covering domestic consumption in food, fuel, cars, clothing, and electrical goods. Wholesale trade reached 13 billion euros in the same month, including beyond product distribution, industrial goods and raw materials, and exports worth 4.1 billion euros.
Food and beverages absorb over one-third of holiday spending for meals and gifts. High-value gifts like jewelry boost average purchases, while clothing and footwear remain basic preferences with more targeted choices.
Small and medium enterprises concentrate a significant portion of turnover in sectors like gifts, cosmetics, and books. Six out of ten Greek consumers plan to spend approximately the same amounts as last year, while 13% intend to spend more during the 2025 holiday period. High prices and inflation in food affect almost all Christmas purchases. International forecasts show moderate increase in holiday sales from 3.7% to 4.2% for December 2025.
Statistical data and forecasts by sector
According to ELSTAT, the turnover for retail trade enterprises in December of the previous year was 4.3 billion euros for businesses required to maintain double-entry books, marking a 5.5% to 5.8% increase compared to December 2023. For businesses excluding vehicles, food, and fuel sectors, December 2024 turnover was approximately 1.39 billion euros.
Small and medium retail enterprises’ turnover in December 2024 amounted to approximately 1.42 billion euros, while excluding vehicles, food, and fuel, the amount was 0.65 billion euros.
An estimate of Christmas turnover for 2025 by sector in Greece shows it will hover around 4.5 billion euros. An approximate analysis across ten sectors reveals that food and beverages again hold the largest share at 34%, corresponding to approximately 1.53 billion euros in spending.
Clothing reaches a 14% share with approximately 620 million euros, while footwear accounts for 7% with approximately 310 million euros. Electrical and electronic goods hold a 15% share with approximately 670 million euros. Toys represent 6% with approximately 270 million euros, while cosmetics account for 5% with approximately 230 million euros.
Household equipment gathers a 6% share with approximately 270 million euros, books and cultural items 3% with approximately 140 million euros, while jewelry and watches account for 4% with approximately 180 million euros. Finally, seasonal gifts and decorative items represent 6% with approximately 260 million euros.
Market outlook during the holiday period
For his part, Nikos Kogioumtsis, vice president of the Athens Professional Chamber, speaking to journalists, described a relatively subdued market picture during the holiday period, attributing it mainly to reduced consumer purchasing power.
As he explained, although the Christmas bonus for private sector employees provided a small boost, this year’s gifts are of lower value. Greater expectations focus on the week between Christmas and New Year. He emphasized that most income goes to fixed obligations rather than consumption.
Mr. Kogioumtsis urged support for neighborhood stores, which he characterized as the backbone of the economy and employment. With winter sales 2026 approaching, the market prepares for a new period of opportunities that will largely determine retail trade’s trajectory in the new year’s first quarter.
