The most important period for the retail trade is approaching. We are expected to spend more on both Christmas food and presents, according to a forecast from the Swedish Chamber of Commerce's research company, HUI Research.
Overall, retail sales are forecast to reach around SEK 104 billion in December this year, which would be another record if the forecast holds.
Retail sales are expected to increase by 6 percent in December compared with last year, in fixed prices (that is, adjusted for inflation).
After a few fairly tough economic years, households are entering this Christmas shopping season in a much better position than they have been in for several years, says William Lindquist.
More money to spend
HUI predicts the biggest boost in grocery retail.
Christmas food is always central throughout the Christmas season. This year in particular, we have a very good opportunity to buy more Christmas food than we have in a long time.
And the temporary reduction in food VAT is not only expected to benefit grocery retailers, says William Lindquist.
It also has an impact on the entire retail trade. The money saved by making food cheaper to buy can also go towards other spending, benefiting other parts of the trade.
Christmas is important for the entire retail trade, but especially for certain sectors.
The toy trade makes just over a fifth of its annual sales in December.
Extended Christmas shopping
The sector is growing steadily, while also facing competition from large discount chains such as Rusta and Dollarstore.
Nowadays, people don't just buy toys in traditional toy stores.
Traditionally, Christmas shopping has taken place in December, and HUI Research's forecast covers December. But the Christmas shopping season has stretched out in recent years, not least because of Black Week.
A large part of Christmas shopping already begins then. The real starting point is when Black Week gets underway, says William Lindquist.
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