Swedish Retailers Anticipating Midsummer Boost
Swedish grocers expect sales during Midsummer week to total SEK 7.5 billion (€730 million) this year, about 14% higher than a typical shopping week, according to Svensk Handel, the group that represents the Swedish retail sector.
A survey of retailers by the trade body found that 55% of grocery retailers believe Midsummer is a key shopping opportunity in Sweden.
According to Svensk Handel is seen on a par with Easter as one of the most important trading periods of the year, second only to Christmas.
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