Summer sales end on weak note, six in 10 retailers report lower turnover
Data from the Hellenic Confederation of Commerce and Entrepreneurship’s research institute showed that 57.5% of retail businesses recorded lower sales during this year’s summer sales compared with the same period in 2025, while only about one in 10 reported higher turnover.
The figures add to concerns over the performance of the retail market after a weak first half of the year, with businesses facing pressure from restrained household incomes, rising operating costs and higher supplier prices.
Turnover estimated at €7 billion
According to estimates from the Piraeus Chamber of Commerce and Industry, total turnover during the summer sales is expected to reach about €7 billion.
A particularly strong finish could push the figure toward €7.1 billion, but the earlier projection of €7.4 billion is now considered unlikely.
The weakness was also evident in Athens, where 71.3% of 409 small and medium-sized retail businesses surveyed said their turnover was lower than last year.
Consumers focus on essentials
Retailers say consumers are spending selectively as limited disposable income restricts purchases of clothing, footwear and other non-essential goods.
The national survey found that 73% of businesses identified weak consumer purchasing power as a major factor behind the market’s performance.
Among businesses reporting lower sales, 53.3% said the decline was up to 10% compared with last year. Among those reporting increased sales, 52.2% said their rise was also no more than 10%.
Only 47.2% of businesses said they were satisfied to some degree with their turnover during the sales period.
Discounts fail to lift demand
Despite widespread price reductions, retailers struggled to attract stronger consumer demand.
Some 57.6% of businesses offered discounts of more than 30%, with the 31%-40% range the most common. Two-thirds of retailers maintained discount levels similar to those offered in summer 2025.
Around 37.7% of businesses said they were considering maintaining lower prices or promotions after the official end of the sales period in an effort to stimulate demand.
July was identified as the strongest month for sales by 44.3% of businesses, while only 16% of retailers said they were very satisfied with customer traffic.
Rising costs add pressure
Retailers identified inflation, reduced disposable income, higher operating costs and increased supplier prices among the main challenges facing their businesses.
Energy costs have also become a major burden. Some 81.2% of businesses said their operating costs had increased by up to 20% since the beginning of the year, largely because of higher energy prices.
Businesses also expressed concern over competition from large Asian digital platforms, with 57.6% saying they expected European Union measures to have little or no effect on their sales.
Retailers look to government measures
The subdued sales season has raised concerns about the viability of smaller businesses, particularly in sectors such as educational, entertainment and sporting goods, followed by clothing and footwear.
Retailers are now looking toward measures to ease business costs and strengthen household purchasing power, with some hoping for relief measures expected to be announced at the Thessaloniki International Fair.
The end of the summer sales period therefore leaves the market facing a difficult “day after”, with businesses seeking stronger demand while consumers continue to prioritize essential spending.
