The decrease can however be explained by the fact that May 2024 was "exceptionally strong" and had a growth of 29 percent, according to the Swedish Trade press release.
"That sales would not exceed the high level from May 2024 was expected. What is worrying is that the entire previous year's increase is now erased – and that the outcome even ends up below the weak level from 2023", says Per Ljungberg, innovation manager at Swedish Trade.
The turnover in May 2025 amounted to 11.2 billion kronor and is the lowest May figure since 2020 when the indicator was launched. Both the number of consumers and the purchase amount decreased during the month, where the average amount per consumer was 1,951 kronor compared to 2,545 kronor in May 2024. The number of consumers decreased from 71 to 69 percent.
