Sales surge before Midsummer in Estonia, shoppers favor discounted items

The Midsummer period is traditionally one of the busiest times for retail chains, and this year sales are growing despite the challenging economic climate. However, consumer behavior has become far more rational, as people compare prices carefully and actively seek out deals.

According to Kristel Mets, head of Rimi Eesti, in previous years promotional items made up about a quarter of the holiday shopping basket, but now their share is approaching half. Shoppers are well-informed and choose both products with traditional yellow price tags and those participating in the “Good Price Every Day” program.

Oliver Rist, purchasing director at Coop Eesti Keskühistu, noted that consumer confidence remains low. People first check if their favorite product is on promotion; if not, they are willing to try something new as long as it is discounted. This trend has persisted for the last three to four years.

Coop observed that sales of some product categories increase by 25% to 30%. Popular seasonal items include watermelons and cherries, along with various beverages, including non-alcoholic ones. Demand is also high for grilling essentials such as sausages, barbecue accessories, and disposable tableware.

Alcohol sales, however, continue to decline even during the holiday period. Mets pointed out that more non-alcoholic alternatives are entering the market, both for low-alcohol and strong drinks. These products show steady growth, gradually replacing traditional alcoholic beverages.