Economic uncertainty doesn’t dampen Finnish Christmas spirit – Focus shifts to quality and loved ones
Despite economic uncertainty and low consumer confidence, Finns are not planning to cut back on Christmas celebrations or gifts. According to Matkahuolto’s latest consumer survey, this year’s holiday shopping emphasizes quality. On average, Finns will spend €241 on gifts – slightly more than last year.
Matkahuolto once again examined Finnish consumers’ intentions and plans for holiday spending and shopping. The results show a clear shift: while last year price and affordability were the key drivers of gift choices, this Christmas Finns prioritize quality and the recipient’s wishes. According to the survey, the most important factors in gift purchasing are the recipient’s preferences (56%), needs (52%) and quality (28%). Affordability matters to one in four (26%).
Quality Over Price – Few Take Advantage of Seasonal Sales
Christmas gift shopping still mainly takes place in November and December, with only 16% starting already in October. While Finns seek good quality at a reasonable price, only about one third make use of end-of-year sales.
“Finns are thoughtful with their purchases and look for sustainable quality at a fair price. Still, many skip the end-of-year discount days like Black Friday, even though at that time Finnish online shops also offer a wide range of products that combine good quality with affordability. For careful consumers, these sales days can be a great way to save,” says Kati Nevalainen, Director of Parcel Services at Matkahuolto.
Domestic Online Shops Outshine International Competitors
Brick-and-mortar stores remain the most popular places to shop for gifts, with 67% of respondents planning to buy from physical shops. When it comes to online shopping, consumers prefer domestic e-commerce over foreign alternatives, whose popularity has declined slightly compared to last year. Now, 53% intend to shop from Finnish online stores and 20% from foreign ones. The main advantages of online shopping are avoiding crowds (57%), ease of price comparison (53%) and broader selection (48%).
Consumers especially turn to Finnish online stores that are already known for their product range and reliable deliveries. Although the popularity of Chinese online shops has grown during the year, at Christmas time Finns still prefer to rely on domestic options.
“When buying Christmas gifts, consumers make more considered choices. At this time of year, speed, delivery reliability and quality matter more than just price,” says Kati Nevalainen.
Consumer Pessimism About the Economy Doesn’t Show in Christmas Budgets – Popular Gift Categories Remain Strong
Despite inflation and bleak economic prospects, Finns are not ready to make major cuts to their Christmas gift spending. According to Matkahuolto’s survey, 59% of consumers will keep their Christmas budget unchanged, and 12% plan to spend more than last year.
“Even though confidence in the economy is at a low point by many measures and people are saving more, Christmas seems to be an exception, as this survey shows,” says Kati Nevalainen.
The average gift budget has risen from €233 to €241, with €62 spent on an individual gift. The number of gifts has also slightly increased: from 3.5 gifts last year to 3.9 this year. Spending focuses particularly on gifts for spouses and children, while people cut back on gifts for themselves, friends and extended family.
This emphasis on children is also reflected in the most popular gift categories: toys and games top the list. Preferences also play a role, with gift cards ranking second. Other traditional categories remain strong: clothing, shoes and fashion (27%), beauty and hygiene products such as cosmetics (26%), as well as books, movies and music (26%).
