New records are expected for this year's Christmas shopping

SEK 104.5 billion. That's how much HUI, which is owned by the trade and employer organization Swedish Trade, believes that Swedish households will spend in Christmas shopping this year, according to their annual report released on Friday.

This means that each household on average shops for approximately SEK 20,900 in December, and each Swede for around SEK 9,800.

- The conditions for this year's Christmas shopping are the best for several years. Reduced food VAT and low inflation have strengthened household finances, and in turn strengthened the will to consume, says William Lindquist, analyst at HUI.

- Then you have to remember that this is not only what we spend on Christmas presents, but this is everything we buy in retail throughout December.

The first time that Christmas shopping exceeded SEK 100 billion was last year, in 2025. Then households shopped for close to SEK 100.5 billion in December. Therefore, Christmas shopping is expected to increase by four billion kroner this year.

In the coming weeks until Christmas, campaign periods and sale days such as "singles day", "black week", "black friday" and "cyber monday" are expected.