The sum, which is based on a consumer survey in which 2,000 people participated, thus shows a slight increase compared to last year when the estimate was 24 billion, converted into today's monetary value.
At the same time, 57 percent of those surveyed state that they will buy the same number of Christmas presents this year, one in four estimates that there will be fewer and only 12 percent estimate that more presents will be purchased this year.
During 2025, there have been repeated reports about Chinese shopping sites such as Temu and Shein. However, the interest of Swedish consumers to shop via the sites is basically unchanged. Almost one in five respondents said that they intend to shop from one of the companies.
"It is worrying that the ultra fast fashion trend is persisting," says Maria Mikkonen, chief economist at the Swedish Chamber of Commerce in a press release.
