Obviously increased compared to last year is the desire of Greek consumers to shop in the season of Black Friday and Cyber Monday. This results from the first processing of the findings of the major survey by EY Greece in collaboration with MRB and Choose Communications, entitled, EY Future Consumer Index Greece 2025, which is expected to be presented in December.
Specifically, almost two out of three survey participants (63% in 2025, up from 50% last year) said they intend to make purchases, taking advantage of Black Friday and Cyber Monday sales, which are expected to take place this year on November 28 and December 1, respectively.
The strongest intention to buy during this period of Black Friday and Cyber Monday is recorded in the 30-39 age group (76%), while a year ago young people aged 18-29 appeared more willing to buy. In contrast, in the 50-64 age group only 50% of respondents intend to make purchases. A strong factor in the positive purchase intention seems to be the presence of children in the family and especially minors (77% purchase intention).
What consumers plan to buy
Mainly technology items and electronic devices (68% overall, and 77% men), and clothing and accessories (61% overall, and 68% women), Greek consumers intend to buy. To a lesser extent, purchases will go to personal care and beauty products (32%), home and kitchen goods (26%), food and beverages (11%), but also experiences (eating out, concerts, etc. – 9%).
Discounts and promotions… but with caveats
Despite the strong intention to shop during this period, a significant portion of consumers appear wary of offers during Black Friday and Cyber Monday 2025. In particular, 45% question whether discounts and offers correspond to real price reductions, a view that finds less resonance among 18-29-year-olds (32%). At the same time, 30% of respondents find that the products they are interested in are rarely included in the offers.
Interest is also found in the emotional background of consumers for the sales at the end of November and the beginning of December: 19% of the participants in the EY Greece survey state that they await Black Friday and Cyber Monday with enthusiasm, while, on the contrary, 13% report that the pressure to consume during this period makes them tired or stressed.
Despite the caveats, more than four out of five consumers in the sample (81%) report that they have postponed some purchases they wanted to make, until the period of Black Friday and Cyber Monday.
Commenting on the research findings, Thanos Mavros, Partner at EY Greece and Head of EY’s Retail Sector in South East Europe, said: “Increased consumer intent to shop this Black Friday and Cyber Monday, if borne out in practice, is particularly encouraging for retail. At the same time, however, companies should reflect on the reservations expressed by significant portions of consumers and take initiatives to consolidate public trust, enhancing the transparency and reliability of their practices for the benefit of the consumer».