Greece’s summer sales season ended with disappointing results for retailers, adding to a weak first half of 2026 and prompting calls for government measures to support businesses.
Only one in 10 businesses reported higher turnover than during last year’s summer sales, while six in 10 recorded lower sales, according to a survey by the Hellenic Confederation of Commerce and Entrepreneurship (ESEE).
Retailers said lower prices failed to attract consumers, who are directing more of their disposable income toward essential goods and services amid international pressures and heightened uncertainty.
The weak sales performance has raised concerns about the viability of businesses, with retailers looking to government measures expected to be announced at the Thessaloniki International Fair for relief from financial burdens.
“The negative results of the summer sales are being added to an already poor and discouraging first half of the year,” said Charalambos Arachovas, administrative director of ESEE’s Institute.
“The picture is disappointing, considering both businesses’ low sales and the steady increase in prices and operating costs,” he said, calling for immediate government measures to support the viability of businesses, jobs and social cohesion.
Nearly half dissatisfied with sales
The ESEE survey found that 47.2% of businesses were slightly or not at all satisfied with their turnover during this year’s summer sales.
At the same time, 37.7% of business owners said they plan to keep their lower prices and promotional offers after the official end of the sales season in an effort to boost sales, despite restrictions under the relevant regulatory framework.
The weak performance also prompted deeper discounts. Six in 10 businesses offered discounts of more than 30%, with discounts between 31% and 40% being the most common.
For 44.3% of businesses, July was the month with the highest level of consumer activity. Four in 10 businesses offered discounts on all of their merchandise.
Online sales lag behind physical stores
Despite businesses becoming more digitally developed in recent years, 75% of business owners said sales through their online stores were lower than those generated by their physical stores.
The figure was significantly higher than last year, according to the survey, highlighting both the need for further incentives for businesses to expand their digital operations and the continued preference of domestic consumers for shopping in physical stores.
According to the survey, shopping is often combined with other activities, including entertainment and socializing with friends.
Rising costs add to pressure
Business owners ranked high prices, reduced consumer disposable income for purchases, rising operating costs and higher supplier prices as the most significant problems weighing on businesses.
For 81.2% of businesses, operating costs have increased by up to 20% since the beginning of the year, driven by higher energy prices.
Retailers said the increase cannot be considered minor, particularly given the cumulative impact of energy costs on business operations in recent years.
The sectors that came under the greatest pressure during the summer sales were leisure and sporting goods, followed by clothing and footwear.
Source: tovima.com
