Among the shelves of the largest retail chains in Belgrade where she shops every day, 32-year-old Marica Bjelobaba is missing this Friday.
She joined the boycott of large retail chains due to high food prices, which was called for on social media, as well as by the Consumer Protection Association "Efektiva".
"I immediately supported them, because they have shamelessly raised their prices and are constantly doing so, they are fabulous in all areas, and our standards are low."
"You spend 7.000 dinars for one bag, and you get nothing," Bjelobaba tells BBC Serbian.
That's why she refrained from going shopping on January 31st, and if necessary, she will shop in smaller stores, she adds.
Turning to local shops is also being suggested by "Efektiva", which was among the first to call for a boycott in Serbia, says Dejan Gavrilović from that association.
"With this move, we should teach people that the power is in their hands, this will be a demonstration exercise, both for consumers, retailers and the state."
"People may still not believe it, but if in this first step we manage to reduce the traders' turnover that day, to force them to give up at least in the short term, we will show people that it is possible to change something," he explains.
Chamber of Commerce of Serbia she announced to share consumers' concerns about prices that affect living standards and burden the economy with costs.
There is no solution without the state and the inclusion of all participants in the chain, the Chamber said in a statement.
Large retail chains operating in Serbia did not respond to BBC journalists' inquiries by the time of publication.
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Serbia joined Croatia, where a boycott of the largest retail chains on January 24th led to a reduction in the prices of some products in large supermarkets.
The boycott in Croatia continued for the second week in a row.
Just like last week, 30-year-old Andro Anić from Zagreb will not be entering the supermarkets where he normally shops.
The boycott is "important" to him because it concerns foods he cannot live without.
"I hope that companies will realize that the prices are too high and that they will think about what they can do for customers, who they love so much in advertising, but don't show it."
"I expect that citizens will remain united until the matter is resolved," the online content creator tells BBC Serbian.
Calls for boycotts of individuals and organizations on social media have also been published in Montenegro, Bosnia and Herzegovina, and North Macedonia.
Can a boycott lower prices in Serbia?
Marica Bjelobaba felt the price increase at the beginning of the 2020 coronavirus pandemic, but noticed that her wallet had become even thinner before the New Year holidays.
"They raised the prices of coffee, household chemicals, meat products, chocolate, sweets...
"Now 300 grams of chocolate is 700 or 800 dinars, which was never the case, and the deodorant I use was 400 dinars, and now it's 530," he describes.
He hopes for the success of the boycott, but only on the condition that merchants "feel the consequences in their own pockets."
Causing financial damage to the largest retailers is the point of the boycott, and the result will come if a large portion of consumers at least temporarily find an alternative in smaller stores, says Dejan Gavrilović.
That's why not all merchants are targeted.
"It is important to show solidarity on that day, and not to immediately cause huge damage to traders."
"If there is solidarity, it will be clear to the leaders of retail chains that this could cause them greater harm in the future," he explains.
A boycott across the Balkans could be a "yellow card" for both companies and state institutions, believes economist Branimir Jovanović from the Vienna Institute for International Economic Studies.
"We should not have the illusion that the boycott will permanently reduce prices, that they will return to the level of a year ago, that these companies will wise up and stop abusing market power."
"But it can wake them up, make them realize that people are dissatisfied and hungry," he tells the BBC in Serbian.
The average net profit rate in retail in Serbia of 2,8 percent is "one of the lowest in the economy," according to the Wholesale and Retail Group of the Serbian Chamber of Commerce.
"A significant increase in operating costs, which include wages, electricity, fuel, rent and others," are the reasons for the high prices, they claim.
Large chains do not bear all responsibility for high prices in the Balkans, because the problem is systemic, Jovanović points out.
"Suppliers, wholesalers and everyone else raised prices," he says.
State institutions, "primarily market inspectorates and competition protection commissions," should therefore investigate whether large retail chains have abused market power, as "in the European Union in previous years," he explains.
Why is food expensive in the Balkans?
Food prices in Serbia are around 95 percent of the European Union average, while employee salaries are around 40 percent compared to EU members, Jovanović points out, citing data from the statistical agency Eurostat for 2023.
In 2024, "the data will probably be even more unfavorable," he estimates.
Consumers in Serbia and the Balkans allocate about 40 percent of their budget to food, and in the European Union about 15 percent, says Jovanović.
High food prices in Serbia are the product of "a combination of several factors," believes Gavrilović from "Efektiva."
"We have El Dorado for traders, and when someone comes to such a field, they think, 'Why should I be honest when I can earn more?'" he says.
Many consumers are not aware of their rights, and the laws and institutions that protect them are not sufficiently developed, he says.
Those who oppose the boycott They state that the profit margins of retail chains are not too high and that the blame lies primarily with the state, due to the lack of domestic production and high taxes..
But by looking at the business data of the largest 50 companies in the Serbian retail market, Jovanović notices a large increase in total profits over the past years - from around 60 million euros in 2019 to more than 200 million in 2022.
"During the same period, the salaries of workers in these companies increased by 30 percent, and profits by more than 300 percent."
"This clearly shows that they have increased prices more than is justified and necessary," concludes Jovanović.
The problem is also the "middlemen" in the chain between food producers and consumers, in which multiple parties benefit, while the end customers bear the damage, adds Gavrilović.
Between April 2023 and March 2024, retail price growth was "almost twice as high" as inflation, it said. Commission for the Protection of Competition (KZK) of the Republic of Serbia, an independent control body in this field.
Due to the "reasonable assumption" that four supermarket chains - Delhaize, DIS, Mercator and Univerexport - were colluding with each other, the KZK on October 10, 2024. initiated proceedings, which can result in fines.
How did the boycott in Croatia bring results?
The total number of retail invoices issued in Croatia on the day of the boycott, January 24th, was 44 percent lower than on the same day the week before.
The total amount spent in retail stores fell by 53 percent, published by the Tax Administration Croatia.
The Croatian government reacted limiting prices of 70 products which are considered necessary.
Some retail chains reduced the prices of certain products after the first day of the boycott.
"We have additionally invested in reducing and locking in the prices of 250 domestic products that are not included in the announced government decision on price limits," Konzum, one of the most widespread retail chains in Croatia, told BBC Serbian.
Prices of some dairy, bakery and frozen products, delicatessen, canned food, beverages, personal care and home hygiene products are limited, according to a written statement.
Lidl in Croatia has "no comment" on BBC questions about the boycott and the consequences for their business.
Despite the quick effect, the boycott continued a week later, and both times 30-year-old Andro Anić, who lives between Germany and Croatia, participated in it.
"When I saw that everyone was talking about it more seriously on Wednesday and Thursday, I joined in, and I was inspired by the student protests in Serbia," says Anić.
Due to his frequent stays in Germany, he noticed that he sometimes paid twice as much for the same products in the same markets in the two countries.
"We in Croatia are victims of the transition to the euro, rounding and price increases were made, as tricks by merchants to make more money."
"Something that used to cost one euro, or 7,5 kunas before, is now 10 kunas, which is 1,30 euros," he points out.
The prices of the same groceries in retail chains in tourist centers on the coast are also different.
"That's nonsense, why would I pay more for the same water in Dubrovnik at the same store than in Zagreb?", asks Andro.
The boycott has prompted his friends to cook more of their own food and not buy groceries that would just pile up, he says.
The awakening of rebellion in Bosnia and Herzegovina
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According to the assessment of the Confederation of Autonomous Trade Unions of Bosnia and Herzegovina, the consumer basket for a four-member household in that country amounts to 1.596 euros, while the average salary is 723 euros.
Sarajevo resident Bakir Pašić joined the call for a boycott.
It's "my civic duty," the economist tells the BBC in Serbian.
"The one-day boycott is important for collective awareness about this."
"Only if that succeeds can a multi-day boycott targeting certain markets and products follow," says Pašić.
The boycott was also supported by some politicians, including Amir Hasičević, Minister of Trade of the Federation of BiH, one of the country's two entities.
Zora Vidović, Minister of Finance and Treasury of the second entity, Republika Srpska, announced increased inspections.
Montenegro: Prime Minister's 'Yes' and Inflation Erasing Wage Increases
Podgorica resident Vlado Radonjić says that "huge" inflation, "daily price increases" and the impression that life is more expensive here than in many European Union countries forced him to make this move.
"We had an increase in salaries and pensions, but it's not felt because prices have increased, so the boycott is a way to point out that problem."
"People can't get through the month even if they live more modestly," says the 40-year-old.
The increase in salaries and pensions is part of the "Europe Now" economic plan, which is being implemented by the leader of the movement of the same name and Prime Minister of Montenegro Milojko Spajić with the government he leads.
Spajić shared a user's question on the X platform about whether Montenegrin consumers should follow Croatia's example of boycotting, with a short answer: "Yes".
In recent months, Spajić's government has also implemented actions to limit the prices of basic foodstuffs, which were also implemented in Serbia in previous years.
But, "nobody feels that," Radonjić believes.
"The action is being taken on the cheapest and worst items. I expect a stronger government reaction to inflation, they have to do something," he says.
Radonjić's family will buy local groceries, such as "proven" dairy products, eggs or meat, and will mostly prepare food at home.
More promotions, fewer customers
Nemanja Mitrović, BBC journalist
In the markets in downtown Belgrade, red, green, and yellow prices on products on sale are many people's first choice when shopping on January 31st.
In some stores of larger retail chains, they are noticeably more numerous on the day of the boycott.
But there were no crowds in the shops, and the parking lots in front of larger supermarkets were not bustling with vehicles either.
Numerous groceries have become cheaper in recent days - on a fixed-term basis, mostly until the end of this week or the middle of next week.
So now, in a foreign retail chain store, oil of their brand can be purchased for 129 dinars instead of 161, tangerines are 139 instead of 195, and 200 grams of coffee is 319, while the regular price is 400 dinars.
Numerous sweets are also on sale, such as the popular milk chocolate, which currently costs 100 dinars less than the regular price.
Probably the biggest discount, 61 percent, is on half a kilo of pasta from a popular global brand - instead of 260, it is now 99 dinars.
"Everything is going in circles, it's a regular discount, it's not because of the strike," says a butcher in a supermarket, in front of which yellow meat sale prices are displayed in the display case.
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