Consumption in December is expected to increase. This assessment is made by HUI, an analysis company owned by Svensk Handel, in its forecast.
You may be saving before and after Christmas to be able to maintain a traditional Christmas celebration and finance the Christmas party, says William Lindquist.
This is the sixth year in a row that sales are increasing in December, at least in current prices. A lot of the increase is due to inflation. Last year, the volumes in Christmas sales decreased by 3.5 percent, but since inflation was so high, sales still increased in kronor.
This year, HUI expects sales in retail to grow by 2 percent in December, corresponding to 1.5 billion kronor. Adjusted for inflation, HUI expects an increase of 1 percent.
This year's Christmas sales are taking place at a time when the economic situation has slowly begun to turn upwards. We have had interest rate cuts, rising real wages, and disposable incomes that have increased again. Overall, this means that consumers' purchasing power before Christmas this year is better than if we look back a year, when it was significantly darker, says William Lindquist.
Belief in a better economy ahead also affects Christmas sales positively, according to HUI.
There is an optimism that the situation is turning for the better. You're preparing for the fact that we have the worst behind us, that the cost peaks have been reached, says William Lindquist.
Food is doing particularly well. The sales of daily goods are expected to increase by 6 percent.
The daily goods trade has a significantly lower inflation rate compared to last year. Even border trade is developing positively, which benefits the daily goods trade, says William Lindquist and continues
Food is also a very central part of Christmas and has always been, you indulge yourself.
The sales of occasional goods, such as electronics and furniture, are expected to decrease by one percent.
Some industries are more sensitive to the business cycle than others. You go and buy your food, but it's easier to refrain from consuming within the occasional goods trade, says William Lindquist.
