On the eve of Christmas, shopping activity peaks in Greece as stores extend their hours to accommodate last-minute shoppers. Retailers anticipate sales surpassing €4 billion amid steady consumer preferences for clothing, gifts, toys, and cosmetics. The Athens Chamber of Commerce has outlined special holiday hours for stores, while ongoing checks are being conducted to prevent unethical practices like misleading discounts. Consumer organizations advise shoppers to conduct thorough market research and be cautious with personal data during online purchases.