Consumers show increased intention to shop during 2025 holiday season
Consumers are showing a stronger intention to shop during the 2025 holiday season compared to last year, with price remaining the dominant factor influencing their purchases, according to the first findings of the EY Future Consumer Index Greece 2025 survey, conducted by EY Greece in collaboration with MRB and Choose Communications.
The percentage of shoppers planning to spend more this holiday season rose to 13%, up from just 4% last year, and reached 26% among younger consumers aged 18-29. Meanwhile, 59% plan to spend roughly the same amount as last year during Christmas and New Year. Those intending to spend less dropped to 24% from 36%, while only 3% said they would not make any purchases, compared to 6% last year.
In terms of product categories, 61% of consumers plan to buy food and beverages, particularly older shoppers, while 58% intend to purchase clothes and accessories, mainly younger consumers. Entertainment, including dining out and concerts, remains a lower priority at 35%, alongside personal care and beauty products at 32%.
Interestingly, technology and electronic devices are on the shopping list of only 28% of consumers during the holiday season, compared to 68% during Black Friday and Cyber Monday, when electronics are a top priority.
Price continues to be the main criterion for holiday shopping, with nine in ten consumers (90%) citing it as important, slightly down from 95% last year. Product quality is also a significant factor for 64% of respondents.
The share of consumers looking for discounted items has decreased to 44% from 55% last year, though women and older consumers remain more inclined to seek bargains. In contrast, brand preference appears to be gaining importance, with 25% of shoppers prioritizing brands, up from 17% last year, indicating a shift toward brand loyalty over discount hunting.
Finally, when it comes to holiday plans, 53% of consumers intend to spend the season at home with family or friends, a preference more pronounced among older age groups.
