Disappointed by their sales performance during the summer sales period, which concluded on Saturday, August 30, nearly half of businesses expressed concern, according to a nationwide survey conducted by the Institute of Trade. ‘The results of the summer sales only add to the negative trend in the market since the beginning of the year. Six out of ten businesses recorded a drop in sales, highlighting their continued inability to recover,’ stated Stavros Kafounis, President of the Hellenic Association of Retailers (ESEE), commenting on the survey findings.
‘The key milestones of the year—winter sales, Easter period, and summer sales—have been lost for the sector. What remains, apart from the low turnover, is anxiety among thousands of small and medium-sized businesses regarding the upcoming months. The government must take immediate action, providing substantial support to businesses that keep the market and employment alive. Additionally, it is time to reassess the sales institution to ensure it has a positive impact on both businesses and consumers.’
**The Survey Findings**
Key findings from the survey on the 2025 summer sales include:
– 6 out of 10 (59%) retail businesses reported worse sales during the summer sales compared to last year, while only 1 out of 10, mainly large businesses, saw a positive trend.
– Nearly half (47%) of businesses expressed little to no satisfaction with their sales during the summer sales period.
– The desire to attract consumers has led 4 in 10 entrepreneurs (37%) to maintain low prices and offers beyond the official sales period, despite restrictive regulations.
– As a result, 6 in 10 businesses adopted discount rates above 30%, with the 31%–40% discount range being the most preferred.
– For nearly 4 in 10 businesses (38%), the highest shopping activity occurred in the first half of August, possibly linked to a lack of liquidity and the timing of vacation allowance payments.
– For 7 in 10 businesses that reported lower sales compared to the same sales period last year, the decline was up to 20%.
– Conversely, for 2 in 3 businesses that reported increased sales, the growth did not exceed 10% compared to last year.
– Two-thirds of businesses maintained the same discount rates as in the summer of 2024.
– Half (47%) of businesses offered discounts on all products in their stores.
– Half (51%) of businesses reported lower foot traffic compared to the same period last year.
– Only 21% of entrepreneurs expressed very high satisfaction with store foot traffic.
**Entrepreneurs’ Responses to Other Critical Issues**
Despite the rise in online sales, 45% of entrepreneurs stated that physical store sales outperformed online sales. This finding underscores the need for further digital transformation incentives in the market.
Business owners identified rising costs, increased operating expenses, reduced disposable income for purchases, and supplier price hikes as the most significant challenges.
Three in four businesses (74%) noted that their operating costs have increased by more than 10% since the beginning of the year. In this context, 67% of entrepreneurs reported feeling anything from no relief to minimal relief from government measures aimed at supporting businesses amid rising prices and energy costs.