Greek consumers are showing remarkably increased interest in Black Friday and Cyber Monday deals for 2025, with participation rates recording significant growth compared to the previous year. According to recent research by EY Greece in collaboration with MRB and Choose Communications, Greek consumer habits are showing interesting changes worth examining.
Black Friday 2025 statistics in Greece
The results of the EY Future Consumer Index Greece 2025 survey reveal that nearly two out of three participants (63%) plan to make purchases during the discount periods. This percentage represents a notable increase from the 50% recorded in 2024.
This year’s discount period is scheduled for November 28 (Black Friday) and December 1 (Cyber Monday), with consumers showing particular preparation for these dates.
Age groups and consumer preferences
The demographic analysis presents interesting differentiations. The 30-39 age category shows the highest willingness to shop with a 76% rate, replacing younger consumers aged 18-29 who dominated last year.
Conversely, consumers aged 50-64 remain more conservative, with only 50% expressing intention to participate. Family status is a particularly significant factor, as parents of minor children show increased shopping willingness (77%).
High-demand product categories
Greek consumer preferences for Black Friday 2025 focus mainly on specific product categories:
• Technology products and electronic devices: 68% overall (77% men)
• Clothing and accessories: 61% overall (68% women)
• Personal care and beauty products: 32%
• Home and kitchen items: 26%
• Food and beverages: 11%
• Experiences (restaurants, concerts): 9%
Consumer skepticism about discounts
Despite increased interest, a significant portion of consumers express reservations about the reliability of Black Friday and Cyber Monday offers. Specifically, 45% question whether advertised discounts correspond to actual price reductions.
This skepticism is less intense among younger consumers aged 18-29 (32%), while 30% of respondents observe that the products they desire are rarely included in discount campaigns.
Emotional dimension of discount periods
The emotional climate around discounts shows division. While 19% of participants declare enthusiasm for the arrival of Black Friday and Cyber Monday, 13% express fatigue or anxiety from consumption pressure during this period.
Notably, more than four out of five consumers (81%) admit to deliberately postponing purchases until the discount period, highlighting the importance of these days for retail.
Retail outlook
Thanos Mavros, Partner at EY Greece and Head of Retail Sector in Southeast Europe, emphasizes that increased consumer intention represents an encouraging signal for the industry. However, he points out the need for businesses to address consumer reservations through initiatives that enhance transparency and reliability of discount practices.
