The boycott movement ignited in Croatia in January 2025, when the statistical office confirmed 5% inflation, the highest in the eurozone. A Facebook group called “Hey, Inspector” (“Halo, Inspektore”) launched the first one day boycott on Friday, 24 January. It received overwhelming support from citizens, with a 43% drop in customer numbers and 50% fall in sales at the major retail chains, compared to the previous Friday, Many shops across Croatia stood nearly empty as shoppers heeded the boycott call. Building on this success, the group is trying to make Friday a regular retail boycott day.

The Regional Ripple Effect

The Croatian boycott quickly inspired similar movements across neighbouring countries, with shoppers in Bosnia & Herzegovina, Montenegro, North Macedonia, Serbia, and Kosovo all joining the protest against escalating food and household expenses.

North Macedonia joined the boycott on 31 January, with citizens frustrated by rising prices despite the government’s “New Year’s basket” initiative that had allowed retailers to voluntarily lower their prices. Many felt this effort was inadequate, especially after reports emerged that some retailers had increased prices before reducing them. The Directorate of Public Revenue reported that the boycott resulted in a decline of over 46% in total turnover compared to the previous Friday, demonstrating the significant economic impact of collective consumer action.

Serbia’s boycott also began on 31 January, intertwined with ongoing student protests that had been taking place since November 2024 following the tragic collapse of a train station canopy in Novi Sad. The Consumer Protection Association Efektiva called on citizens to boycott five large retail chains, resulting in a 21.5% reduction in issued receipts and a 37% decline in turnover.

The movement gained further momentum in February. Efektiva announced a five-day boycott of major retail chains—including Deleze (operating “Maxi” and “Shop&Go”), Merkator (owner of “Idea” and “Roda”), as well as “DIS”, “Lidl” and “Univerexport”—from 10-14 February. “Since the last boycott on Friday 31 January 2025 and after a public call to traders to take concrete steps to reduce prices, some boycotted traders have actually increased prices. This requires a new consumer revolt, which will be translated into a boycott lasting 5 days,” Efektiva announced on their social media.

This extended action was supported by students participating in the ongoing blockade.They warned that if there was no concrete reaction after this boycott, they would, together with consumers, make a decision to boycott individual traders for a longer period, aiming to force them to lower prices. The call for a five-day boycott was also supported by consumer associations Prosperitet from Novi Sad and the Republican Union of Consumers from Belgrade.

Kosovo’s boycott highlighted the stark disparity between local salaries and product pricing. The “KOSOVO BOYCOTTS” (“KOSOVA BOJKOTON”) Facebook group, created on 1 February, quickly gathered around three thousand citizens who shared photos of exorbitantly priced food products and comparisons showing that prices in Kosovo often matched or exceeded those in wealthier European nations despite significantly lower wages.

For example, a litre of milk costs approximately €1.35 in Kosovo, compared to €0.97 in Portugal, €1.14 in Germany, and €1.17 in Belgium. Locally produced Kosovar products are sometimes more expensive at home than abroad. A striking example shared in the Facebook group showed that a popular type of Kosovo-produced coffee costs CHF 5.95 (€6.32) in Switzerland, €2.95 in Austria, but a staggering €7.99 in Kosovo itself.

On 19 February, Greece took the boycott concept further with the General Federation of Consumers of Greece (INKA) spearheading a comprehensive spending strike. Citizens were urged to refrain from all financial transactions for the day—including payments to banks and public services, bills for utilities, and purchases in supermarkets, cafés, restaurants, and commercial stores. INKA reported the boycott as successful and promised more similar actions to come.

The Economic Context

These boycotts are unfolding against a backdrop of escalating living costs across the EU, where monthly salaries have failed to keep pace with rising prices. According to Eurostat’s Harmonised Index of Consumer Prices (HICP), the average food price across the EU reached 145.2 points as of December 2024 (based on a 2015 baseline of 100).

Romania recorded the highest annual inflation rate at 5.4%, followed by Belgium at 4.8% and Croatia at 4.0%. The food and consumer goods market in the European Union is largely controlled by major supermarket chains and retailers. As customers cope with rising prices, local farmers face challenges in securing prices that meet production costs, especially given competition from imports and the influence of large retailers.

A Movement Gaining Momentum

What began in Croatia has now spread to Serbia, Montenegro, Bosnia and Herzegovina, Slovenia, North Macedonia, Kosovo, and beyond, with Bulgaria, Romania, Greece, and Albania all joining the movement.

The boycotts represent more than just a tactic—they are a powerful call for change. Citizens across Southeast Europe are demanding that their authorities address inflation, increase minimum wages, and improve living conditions. Despite various government efforts, people are no longer satisfied with what they perceive as half-measures.

As this consumer movement gains momentum throughout the region, it’s evident that a collective awakening is taking place. Individuals are coming together, leveraging their consumer power to push for action from both governments and retailers. For many, this isn’t just a fleeting expression of dissatisfaction; it’s a movement for economic justice. While the future impact remains uncertain, one thing stands firm: the voices of the people will be heard as they advocate for a future where everyone has access to basic necessities at fair prices and a decent standard of living.

Adam Novak, Fiona Panduri, Ivan Radovanić