Easter is the second most important holiday for commerce in Sweden, with food and confectionery being the main products sold in large quantities. A survey by the Swedish Trade Federation shows that each Easter celebrant spends around 1,500 kronor during the holiday.
Unlike Christmas, which dominates almost the entire month of December, Easter is concentrated to a long weekend, with much focus on meals and the sweets we indulge in. Moreover, Easter has slightly increased in importance for the grocery trade. 85 percent of grocery retailers plan for Easter campaigns, while within the specialty retail trade, it is 60 percent.
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Those planning to celebrate Easter are expected to spend an average of around 1,500 kronor this year on Easter-related items, including food. This translates to an estimated total turnover of around 8.7 billion kronor. The corresponding amount for Easter candy alone amounts to an average of around 200 kronor per person.
Much of the increased consumption goes to grocery stores, but more and more specialty retailers are also taking advantage of Easter campaigns. The fact that many people have a few extra days off right after they've been paid can benefit commerce.
'Easter is undoubtedly very important for commerce in Sweden. Primarily for grocery retailers, but we also see how more specialised retailers, such as confectionery stores, experience a significant boost during these days. Moreover, seeing more grocery retailers planning to hire extra staff compared to last year is particularly pleasing, and perhaps a sign that the pessimistic trend in commerce is beginning to reverse,' says Maria Mikkonen, Chief Economist at the Swedish Trade Federation.
More information:
Svensk Handel
www.svenskhandel.se