Over the past two years, household expenses have increased sharply. Ahead of the Midsummer sales, certain goods have risen in price, but there is a chance to make real savings.
We have registered over 200,000 offers from Sweden's shops, says Ulf Mazur of the independent website Matpriskollen.
New potatoes, herring, salmon, sour cream, and chives. These are some of the goods on many Midsummer shoppers' lists.
The prices of Midsummer food overall have not increased drastically since last year, which is positive for consumers. It is also in line with the general price trend measured by Matpriskollen.
However, several Midsummer goods have still risen in price, making the campaigns even more interesting.
It is vital for retailers that customers choose their shop, and the trick is extra prices, says Ulf Mazur.
Take advantage of extra prices
Like other holidays, the Midsummer week is one of the year's most discounted weeks, according to Matpriskollen. Something consumers can take advantage of.
During the Midsummer week, several retail chains have extra prices on, for example, coffee, where you can save up to 50 per cent compared to the regular price.
Coffee lasts a long time, so you can stock up, says Ulf Mazur.
He believes that, among other things, coffee, chocolate, and dairy products will increase in price even more over the summer.
During the summer holidays, shops have fewer offers. Customers shop more on autopilot and do not need to be lured to the shops, he says.
Shop at multiple shops
By being multiloyal and, if possible, shopping at multiple shops, consumers can save a lot during the Midsummer week. It provides better control and the opportunity to take advantage of all good offers.
About 40 per cent of what is bought is at extra prices, so you are not alone. It's about being a smart consumer, says Ulf Mazur.
1 June 2024 compared to 1 June 2023
Cheaper:
Whipped cream -0.9
Sour cream -3.4
Vanilla ice cream -2.0
Chicken fillet -6.8
Fresh Swedish beef fillet -2.2
More expensive:
Sliced smoked salmon +1.7
Brewed coffee +3.1
Meatballs +5.8
Herring in a glass jar +5.0
Beer +2.6
Source: Matpriskollen
Average regular price development of approximately 800 items within selected product groups for the Midsummer weekend:
2024 vs 2023: 0.4 %
2023 vs 2022: 10.0 %
2022 vs 2021: 8.9 %
Source: Matpriskollen
