Despite the festive atmosphere of summer sales, consumers are facing significant price increases on basic consumer goods, which have been recorded with double-digit percentage increases over the last five years. While discounts offer temporary shopping opportunities, the persistent increase in prices of essential goods intensifies concerns about the declining purchasing power of households.
Read: Summer sales 2025: No, you won’t shop for summer items – The secrets to come out ahead
Citizens are called to adapt to a new economic reality, where daily life is increasingly burdened by rising cost of living, despite offers and commercial promotions in the market.
ELSTAT: Double-digit increases in consumer goods within a 5-year period
2020->2025
Men’s clothing +33%
Women’s clothing +33%
Children’s clothing +31%
2020->2025
Men’s footwear +38%
Women’s footwear +22%
Children’s +34%
Furniture +17%
Appliances +13%
Prices are rising faster than wages
Average wage
2020->2024
€1,193->€1,342
+12.4%
2025
Estimated €1,500
+13.5%
Average spending on clothing & footwear
2008-> €170/month
2024-> €80-85/month
Kapralos on price increases: “Prices would be much higher, we have absorbed a very large percentage”
The president of the Piraeus commercial association, Theodoros Kapralos, spoke to “Koinonia Ora MEGA” about high prices and product costs.
“Regarding discounts, it’s an important period for retail and consumers and businesses. We have liberalized offers that on a 12-month basis don’t have the same anticipation for the discount period. There’s also the fact that 2/3 of the average family wage goes to basic needs like energy, rent etc. The remaining third is not enough or will be limited. People are impressed by some percentages but now the percentages can’t be large because offers already exist so we can’t put more discount on the already reduced price,” he said.
And Mr. Kapralos continued: “There’s a discussion about how much a price rises. But there are the following facts: we have since 2019 +138% increase in energy for Greek businesses, +139% and above increase in rents and let’s not talk about insurance contributions etc. We went through a period where there were product price increases, costs increased 3 and 4 times. We have absorbed a very large percentage of what we’re discussing, prices would be much higher than what you see.”
Giorgos Lechouritis, INKA president: “It’s prohibitive for Greeks to vacation in Greece”
The president of INKA, Giorgos Lechouritis, spoke to “Koinonia Ora MEGA” about the same issue.
“I accept both the report’s data and Mr. Kapralos’ statements. But one thing is the question: where will the consumer get money to shop? When there’s a lack of money there’s a halt in commerce. These increases you see, in relation to wages and pensions and high prices in the market, all burden the consumer. When the consumer sees increases and lives in a country where rents, fuel, flights, ferries are very expensive, they can no longer meet their obligations. It’s prohibitive for Greeks to vacation in Greece. There’s a price difference in the mainland, for example in Attica, compared to island areas where there are no large supermarket chains and product prices are 100% more expensive compared to the rest of the country. Transportation costs don’t justify these prices on the islands. Everything they say about controls and profiteering doesn’t apply because when you have a liberalized and uncontrolled market, everyone does what they want, the ceiling was also abolished, when we had cheaper products with the ceiling,” he emphasized.
“People don’t have money, even if we have 80% discounts, they won’t go shopping. A Greek salad reached €15.5 on an island. A group of foreigners on an island I recently visited ordered 4 salads, no water and left. If we want those foreigners, then very gladly let them give price increases on products,” Mr. Lechouritis underlined.
How much more expensive the “black dress” and “black jeans” are sold in Greece
Prices of the “black” dress:
Athens->€40.13
Rome->€30.45
Madrid->€30.82
Sofia->€30.92
Prague->€32.45
Berlin->€39.59
Prices of the most famous jeans:
Athens->€81.70
Rome->€69.79
Madrid->€73.86
Sofia->€59.62
Prague->€71.70
Berlin->€83.4
