Finnish consumers maintain holiday spending despite economic uncertainty
A study by Matkahuolto indicates that Finnish shoppers plan to spend an average of 241 euros on Christmas gifts this year, a slight increase from last year.
Despite ongoing economic challenges, Finnish consumers are not significantly reducing their holiday spending. According to a consumer study by logistics firm Matkahuolto, 59 percent of respondents intend to maintain their previous gift budgets, with the average spend rising to 241 euros from 233 euros last year.
The research reveals a shift in consumer behavior, moving away from price-driven decisions toward a focus on quality and gift relevance. While physical retail stores remain the primary destination for 67 percent of shoppers, domestic online stores continue to hold a stronger market position than international competitors.
Kati Nevalainen, Director of Parcel Services at Matkahuolto, noted that consumer trust in familiar, reliable retailers remains high, particularly when considering delivery security. Spending remains concentrated on children and spouses, with toys, games, and gift cards emerging as the top gift categories.