Survey: Middle-aged men with children spend the most on Midsummer celebrations

According to research company Turu-uuringute AS, this year in Estonia the largest expenditures on Midsummer celebrations are made by working middle-aged men in managerial positions who have children. Regional comparisons show that the most generous are residents of Northern Estonia (outside Tallinn), while capital residents are more likely to save money.

Analyst Irina Strapačuk explained that a typical celebrant with a larger budget is a middle-aged man with higher education, in a partnership, with children, and usually holding a managerial position. "Fresh data clearly reflect the socio-economic reality of Estonian society, where the scale of celebration directly depends on the thickness of the wallet," said Strapačuk.

Upcoming holidays will pass without additional expenses for more than half of low-income people, as well as residents of Northeastern Estonia, non-Estonians, and the elderly. Regional comparison revealed differences between the capital and rural areas. In Northern Estonia (outside Tallinn), 21% of residents planned to spend more than 100 euros. In rural areas, 55% intended to make additional expenditures. In Southern Estonia, 28% of respondents planned to spend up to 50 euros, and 17% between 50 and 100 euros. In Tallinn and Northeastern Estonia, holiday shopping was more often avoided – 45% and 49% respectively.

Gender and national distribution show that the economic burden of celebration is distributed differently in society. Men were more willing to spend money on the holiday: 19% of men planned to spend over 100 euros, compared to 10% of women. 46% of women planned no expenses at all. Estonians spend significantly more than other nationalities: 37% of Estonians planned no additional spending, but among other nationalities this share reached 51%. Families with minor children invest the most in the holiday – 22% plan spending over 100 euros. Married or partnered people also more often open their wallets – only 32% left their budget at zero. Among divorced and widowed respondents, 54% and 50% respectively planned no additional expenses.

By age group, people aged 35-49 spend the most: 23% planned to spend over 100 euros on Midsummer. Among those over 75, 46% planned no spending. Among people with higher education, 32% planned no expenses; among those with lower education, the figure was 47%. Entrepreneurs, managers and leading specialists allocate the largest budget: 27% of this group spent over 100 euros. In the lowest income group (less than 500 euros per month per family member), 66% of respondents refused holiday purchases.