Greek consumers are once again showing greater willingness to shop during Black Friday and Cyber Monday, which this year fall on 27 November and 30 November, respectively. Specifically, two in three consumers (67%, up from 63% last year and 50% in 2024) plan to shop during Black Friday and Cyber Monday. The figure rises to 72% among 18- to 29-year-olds and 76% among those aged 30 to 39.
The figures come from the first wave of a major consumer survey by EY Greece in collaboration with MRB, titled EY Future Consumer Index Greece 2026.
Among those planning to shop, half will make purchases they had already planned: 26% said they would have made them later anyway, while 25% had postponed the purchases to make them during this period. Only one in five (19%) – and one in four among younger consumers (25%) – plan to make additional purchases they had not planned, because of the offers.
How much consumers will spend and what they will buy
Most consumers expect to spend between €100 and €500 during the two November sales events. Specifically, 39% said they would spend between €100 and €250, and 31% between €250 and €500, while 2% expect to spend more than €1,000.
Purchases will be focused mainly on clothing and accessories (61%, rising to 74% among 18- to 29-year-olds), technology products and electronic devices (59%) and electrical appliances (42%). To a lesser extent, consumers will opt for personal care and beauty products (31%, rising to 45% among women) and home and kitchenware (27%).
Willingness to shop, but with reservations
One in four participants (25%) say they shop more during Black Friday and Cyber Monday for financial reasons, while 22% say they like sales events and look forward to them with enthusiasm.
However, strong intentions to shop are accompanied by reservations this year, too. Some 43% of respondents are unsure whether the discounts and offers are genuine (45% in 2025), while 24% (down from 30% last year) say the products they are interested in are rarely included in the offers.
Meanwhile, 23% say they can find good prices and offers throughout the year without relying on specific sales events, while 16% buy what they need when they need it.
Finally, 15% say sales events encourage them to spend more than they had planned, while 14% feel that the pressure to consume during Black Friday and Cyber Monday wears them out or stresses them.
EY's survey also highlights another significant finding: among those who said they were wary, 35% would like to see the price history displayed, 26% want a clear indication of the lowest price in the past 30 days, and 23% would like a best-price guarantee, to increase their confidence in the offers.
Online shopping has a slight edge
Consumer preferences between physical and online stores are fairly evenly split, with online channels holding a slight lead. Specifically, 35% of consumers plan to make most of their purchases from Greek or international online shops, while 5% will shop through apps or social media.
Meanwhile, 34% plan to make most of their purchases in physical stores, while a significant 21% say they will shop about equally online and offline.
Commenting on the survey findings, Thanos Mavros, EY Greece Partner and EY's Retail and Consumer Products Leader for Southeast Europe, said: “The increased intention to shop during this year's Black Friday and Cyber Monday, at a time when consumers are under pressure, is undoubtedly an encouraging finding.
As EY's survey data show, these sales events can add value, as they may also lead to additional purchases. A key takeaway for businesses is that the point is not only to advertise a discount or offer, but to substantiate clearly and verifiably the value it creates for consumers.”
Achilleas Arvanitis, EY Greece Partner and Head of EY Studio+ in Greece and the Europe Central region, said: “The EY Future Consumer Index Greece survey confirms that consumers now see Black Friday and Cyber Monday as a single shopping experience, regardless of the sales channel, as they use online and physical stores in almost equal measure, while many combine the two channels.
This highlights the need for consistent, personalised service throughout the customer journey and across all customer touchpoints. The businesses that stand out in this new shopping landscape will be those that use modern technology tools and data while also strengthening trust and transparency in every interaction.”