The cost of living has skyrocketed. Except for the cocaine market, a multitude of basic products have risen in price while salaries have not grown at the same level. In Spain, we have an interannual inflation of around 3%. In Türkiye, as of the same date, it stands at 33%, leading thousands of Turks to travel to Greece each week—not for leisure, but to shop.
Supermarket Migration
In the mid-2010s, the Greek economy faced a significant crisis. Purchasing power collapsed, and the country’s debt forced many households to tighten their belts. With neighboring euro-using countries offering little relief, many Greeks looked eastward to Türkiye. The economic climate at that time made the lira cheap and the euro strong, prompting many Greeks, especially those from islands, to flock to Turkish bazaars for better deals on clothes, utensils, and food. Reports indicated that ferries were full as shoppers crossed borders for cheaper goods.
Estimates suggested that these shopping trips cost around 120 euros, but the lower prices for cheese, oil, meat, and sausages in Turkey made the journey worthwhile. Notably, the Lesbos-Ayvalik route saw approximately 100,000 visits annually during this time. However, the tables have dramatically turned.
The Tragedy of the Lira
Over two decades of controversial policies have led to the collapse of the lira, resulting in skyrocketing import costs. Although the inflation rate once neared 80%, it has stagnated at over 30%, severely impacting the purchasing power of the population. With food prices rising disproportionately, Turks are now grappling with enormous difficulties in acquiring essentials like fresh products, meats, cheese, and oil. This deadly combination of soaring prices and stagnant salaries has devastated family budgets.
To Lidl in the Neighboring Country
This shift of shopping behavior is noticeable; Turks are now making cross-border trips to Greece, particularly to Lidl stores, to take advantage of the favorable exchange rate. A report from Bloomberg highlights the price disparities between a Lidl in Alexandroupolis, just about 40 kilometers from the Turkish border, and a typical Turkish Carrefour. For instance, minced meat costs 9.36 euros per kilogram in Greece compared to 12.10 euros in Türkiye, while Greek sausages are half the price of their Turkish counterparts. Gouda cheese is a third of the cost, and oil is dramatically cheaper—10 euros per liter in Greece versus 20 euros in Türkiye.
Social Networks Amplifying Awareness
Social media platforms play a crucial role in spreading awareness about this new shopping trend. Users share their experiences in Greek cities through channels like TikTok, encouraging others to make similar trips. For Alexandroupolis, this influx of Turkish shoppers is an economic boon, benefiting local food businesses and restaurants. Reports indicate that approximately 3,000 Turks are participating in this weekly shopping spree.
Travel Agencies Seizing the Opportunity
This phenomenon isn’t just about necessity; it’s also become an experience. Some travel agencies are organizing tours to Greek cities where groups of supermarket tourists focus primarily on shopping instead of sightseeing. For around 50 euros, busloads of Turkish shoppers leave on Friday afternoons, arriving in Greece on Saturday morning to spend about three and a half hours in supermarkets. After shopping, they often enjoy a meal in local eateries before heading back home, carts full of groceries in tow. The most challenging aspect? The long lines at border control.
What Lies Ahead?
Current economic forecasts suggest that Türkiye aims to halve inflation by 2026, but the rate will still remain alarmingly high. This trend, which began earlier this year, has seen around 6% of Turkish visitors to Greece traveling solely to fill their shopping carts. As the economic landscape continues to evolve, only time will tell how long this unusual shopping trend will last.
Images | Zoshua Colah, Aldin Nasrun