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Swedish retail gears up for seasonal surge amid economic crosswinds

As Swedes prepare to celebrate Midsummer with herring, flower garlands and traditional festivities, the nation's retail sector braces for one of its most critical trading periods of the year. According to the Swedish Chamber of Commerce's summer report, Midsummer is now the fourth most important holiday for Swedish retailers.

© Birgit Reitz Hofmann | Dreamstime

The grocery segment leads the seasonal upturn, with 70% of grocery companies reporting that Midsummer sales are highly significant. Additional turnover during Midsummer week is projected at SEK 1.3 billion, contributing to an estimated SEK 9.6 billion total. Summer retail sales overall are forecast to hit SEK 256 billion in 2025.

Among popular items, herring and fresh herbs remain staples, but it is insecticides that have seen the steepest sales growth in percentage terms. 'The intensive work of being able to offer sought-after products for the Midsummer table is in full swing around the country. When it comes to holidays, we Swedes are generally traditional, and the most popular products are basically always the same,' said Maria Mikkonen, Chief Economist at Svensk Handel.

The report also highlights a strong seasonal impact on employment. This summer, 47% of retailers and 23% of wholesalers intend to hire temporary staff, amounting to more than 22,000 additional jobs nationwide. However, the figures also signal cautious optimism.

'It is of course ominous that fewer people are planning to take on extra staff this summer, and a clear signal that the tough times of recent years have left their mark,' Mikkonen added. 'Retail companies want to continue to be a strong job engine, but this also requires that our industry is given the best possible conditions. Lowering employer contributions should be a high priority issue for the government.'

As Midsummer kicks off Sweden's summer shopping season, the report offers a snapshot of both enduring consumer habits and the broader economic pressures shaping the trade sector in 2025.

More information:
Svensk Handel
www.svenskhandel.se

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