Swedish Shopping Habits: A Smart Shift Amidst Economic Slowdown
New data from our "Sällanköpsindex" (Durable Goods Index) reveals how Swedes are adjusting their shopping, offering insights into the current economy.
Increased demand for bikes
Over the last four years, car purchases plummeted 70% and sofas dropped a staggering 90%. Meanwhile, refrigerators saw a 24% increase, and lawnmowers were up 13%.
First Half of 2025: Outdoor Focus Emerges
The first half of 2025 shows an even clearer shift:
Lawnmower searches surged an incredible 1326%, reflecting strong seasonal demand and interest in specific models.
Bicycles saw a 127% increase, driven by queries about choosing the right model, indicating a growing focus on personal mobility and outdoor activities.
In contrast, traditional big-ticket items continued to decline:
"Buying a new car" searches were down 42%.
"Buying a new computer" searches fell 16%.
Sofa-related searches continued to decline by 21%.
Refrigerators saw modest growth of 18%, showing steady demand for essential appliances.
Interest in Buying a new car, Lawnmower, Computer, Refridgerator, Sofa or bike Swedish Market past six months.
What It Means for the Economy
As official Statistics in Sweden shows, a slowing economy makes consumers delay large, discretionary purchases. Swedes are clearly waiting on big-ticket items like cars and furniture.
However, spending hasn't stopped. Instead, consumers are prioritizing necessary, seasonal, and practical outdoor items. Lawns still need mowing, and fridges still need replacing. The surge in bicycle interest also highlights a shift towards active, outdoor-focused living.
The Upside and Lessons for Retailers
Sweden’s National Institute of Economic Research forecasts a recovery in the second half of 2025. As confidence returns, so will broader purchasing.
For retailers, the lesson is clear: consumers are more selective, strategic, and value-driven. They haven't stopped shopping, but they're buying smarter. Focus on essential, practical, and seasonal goods, and understand the growing interest in outdoor and lifestyle products.
Stay agile and ready for the bounce-back. For more market insights, contact us or try a free trial account.
