Nationwide shopping boycotts are taking place in several Southeast European countries on January 31, with residents urged not to shop during the day in protest against high prices. 

The boycott was initiated in Croatia on January 24; a week later, boycotts were also announced in Bosnia & Herzegovina, Montenegro, North Macedonia and Serbia for January 31. 

As of mid-morning on January 31, reports were circulating on social media of empty or almost empty supermarkets in several countries. 

In Croatia, the Halo Inspektore Facebook page reposted pictures of empty supermarket car parks. 

“Today began the GENERAL #BOYCOTT of all forms of purchase of services and products, but also all transactions that we normally make as consumers when we pay some of our bills. Everything should be stopped TODAY. Let's take a break from paying and shopping!” said a post by Halo Inspektore, slamming the “outrageous prices of products and services” in the country. 

On top of the one-day boycott, Halo Inspektore also called on shoppers to boycott retailers Lidl, Eurospin and DM as well as Coca-Cola and other fizzy drinks, bottled water and dishwasher detergent for an entire week. 

Previously, Croatian shops were almost empty on January 24 when the first one-day shopping boycott was organised. According to the Tax Administration, the number of retail receipts dropped by 44% on January 24 compared to the previous Friday, while total sales value fell by 53%.

High inflation 

Croatia entered 2025 grappling with one of the highest inflation rates in the European Union. According to Eurostat, the EU’s statistical office, Croatia’s annual harmonised consumer price index (HICP) inflation rate rose to 4.5% in December 2024, up from 4.0% in November, trailing only Hungary and Romania within the EU. In contrast, countries such as Ireland and Italy recorded much lower annual inflation rates of just 1.0% and 1.4%, respectively.

Meanwhile, Croatia's consumer price index (CPI) rose by 3.4% y/y in December, according to the Croatian Bureau of Statistics (DZS). 

The government has sought to rein in inflation, including by capping energy prices and reducing VAT on gas and heating. 

However, for households already contending with some of the lowest average incomes in the EU, rising prices are deeply felt. Food accounts for a significant portion of household spending in Croatia, and rising costs have forced many to cut back on meat and turn to cheaper foods, according to local media reports. Yet even these basics have become increasingly unaffordable for some.

The introduction of the euro in January 2023 has been a point of contention, with some blaming it for price hikes, as well as pointing to the lower prices at supermarkets in Slovenia, despite incomes being considerably higher in the neighbouring country. 

Ahead of the January 31 boycott, the Croatian government expanded its price cap on essential goods, increasing the number of regulated products from 30 to 70 in an effort to shield citizens from rising costs. 

The updated list includes staples such as bread, pasta, polenta, oats, various meats, dairy products, fruits, vegetables and household essentials. Retailers must ensure these items are available and clearly marked in stores to help consumers easily identify them. 

The government has introduced lower VAT rates for key products. Basic necessities like bread, milk, eggs, fresh fruits, and vegetables will be taxed at 5%, while hygiene products such as sanitary pads and toilet paper fall under a 13% rate. Processed foods, including sausages, canned fish, coffee, chocolate and household detergents, remain at the standard 25%.

Neighbouring countries join the boycott 

In the days after the initial Croatian shopping boycott, calls for similar boycotts were made in several other countries from the region.

Among them is North Macedonia, where citizens have joined the growing regional movement in protest against surging prices, particularly for food and essential goods.

In response to the planned boycott, some supermarkets announced significant price reductions ahead of the protest. Among them is Tinex, one of the country’s major retail chains, which has introduced a new campaign aimed at easing the financial strain on consumers.

"Tinex recognises the needs of Macedonian consumers and is launching the campaign 'Your Choice, Your Savings’. From January 31 and throughout February, we will offer discounts on a wide range of essential household products. We believe this will help ease the financial burden on families," the company said in a Facebook post.

While pointing out that supermarkets are only one part of the supply chain and have limited control over pricing, Tinex reaffirmed its commitment to providing affordable prices and improving shopping conditions for consumers.

However, not all citizens believe the boycott will lead to lasting change. One Skopje resident told bne IntelliNews that while she shares the concerns over rising prices, she doubts the effectiveness of a one-day protest.

"A boycott is not a solution. If I don’t buy food tomorrow [January 31], I’ll just have to purchase it the day after. The government should fine traders for excessive price increases because life is becoming unbearable. This isn’t just about inflation—it’s about businesses chasing profit," she said.

Empty supermarkets in Serbia 

In response to soaring food prices, Serbian citizens also joined the consumer boycott, aimed at large retail chains across the country. The initiative, spearheaded by the consumer protection group Effectiva, follows increasing dissatisfaction with the high cost of living, with food prices in Serbia among the highest in Europe.

Effectiva has called on consumers to refrain from shopping at major supermarket chains including Delez (owner of Maxi and Shop&Go), Mercator (which operates Idea and Roda), DIS, Lidl and Univerexport. The boycott is intended to send a clear message to both retailers and policymakers, as citizens wait for the outcomes of investigations into potential price-fixing practices among major retailers.

“We have the highest prices in Europe,” Effectiva said in a statement, urging citizens to participate in the boycott and apply pressure on retailers to reduce prices.

Serbia is grappling with similar economic pressures to other countries in the region. According to the recent data from Eurostat, Serbia’s inflation rate in October 2024 was 4.6%, ranking among the highest in Europe alongside North Macedonia. Only Turkey and Romania had faster price growth at the time.

Consumer groups are hoping the boycott will push for more significant government action to address inflation and high living costs. Serbia's chamber of commerce (PKS) said on January 30 that it shared concerns about prices, but that there is no solution without action by the government and all those involved in food production. 

On the morning of January 31 videos began to emerge from Serbia on social media of empty supermarket halls and parking lots. However, the impact of the boycott may be limited in Serbia given that the country is gripped by large protests in response to the tragedy in Novi Sad. 

A powerful message 

Bosnians also complain that food prices in their country are higher than those in Germany, while wages are significantly lower.

This sparked plans for a boycott in the country, with a message widely circulated on social media saying a one-day boycott would “send a powerful message”. 

“This is a way to express our dissatisfaction with the rising costs of food and energy while wages remain low,” the message added. 

N1 reporters in Sarajevo said on January 31 that while there are some shoppers, the numbers are much lower than usual. 

Shoppers in Montenegro also complain about the “enormously high” prices in the country. 

“We believe that the prices are enormously high and that the leading retail chains, under mutual agreement on price formation, have had a decisive impact so that citizens do not feel the increase in salaries and pensions fully. On Friday, January 31, we call for a boycott of supermarkets and shops in Montenegro, all without exception,” the Alternative Montenegro Group wrote on Facebook. 

On January 31, the secretary of Montenegro’s Social Democratic Party, Milos Maskovic, posted a video of an empty supermarket aisle on X (formerly Twitter). 

“While the [ruling] European Movement [PES] is now putting money into one pocket and taking money out of another, the only logical response to the price hikes is a boycott of shops. As of January 1, water in Podgorica has become 41% more expensive, and an increase in the price of electricity and utilities has also been announced…” Mašković wrote.

Top politicians back the boycotts 

Top politicians from several countries in the region have spoken out in support of the boycotts. 

North Macedonia's Prime Minister Hristijan Mickoski, for example, expressed his support for the boycott, saying he understands the frustration of citizens struggling with the cost of living.

He also accused some producers, distributors, and retailers of engaging in questionable pricing practices that have driven up costs unnecessarily. In response, he announced that authorities would be stepping up oversight and controls on supermarkets.

Similarly, the initiative in Montenegro was supported by Prime Minister Milojko Spajic who published on X his positive response to a poll on whether Montenegro should follow Croatia’s initiative. Members of Spajic’s PES party also backed the initiative.

Ahead of the first boycott in Croatia, Economy Minister Ante Susnjar urged citizens to hold retailers accountable by penalising those who continue to raise prices. He also highlighted government measures such as price freezes and reduced VAT rates, though he acknowledged their limited effectiveness.