Midsummer holidays boost Estonian shopping baskets by a quarter

Estonian retailers anticipate a significant surge in sales during the Midsummer holiday week, with estimates projecting an increase of 25% to 35% compared to a typical week. This period marks a key moment in the retail calendar, coinciding with the start of widespread travel across the country.

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Last year, our stores' sales figures grew 25–35 percent during the Midsummer week compared to the previous week. The most significant growth came from Maksimarket, but sales also rose noticeably in small stores across Estonia – especially in Võrumaa, Põlvamaa, Pärnumaa, and on the larger islands.

Coop's sales data indicates that the average Estonian shopper's basket grows substantially during Midsummer. Oliver Rist, purchasing director at Coop Eesti Keskühistu, noted that last year's Midsummer week saw sales figures rise by 25-35% compared to the preceding week. This growth was particularly pronounced in larger Maksimarket stores but also significantly boosted smaller shops nationwide, especially in Võrumaa, Põlvamaa, Pärnumaa, and on the larger islands.

Rist observed that the summer shopping pattern clearly reflects the beginning of extensive travel among Estonians. "Essentially, every fourth purchase is made in one of Coop's small stores," he said, as people travel to the countryside, summer homes, and visit friends, making purchases along the way or upon arrival.

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This contributes particularly to the sales figures of small shops, as essentially every fourth purchase is made in one of Coop's small stores. People are traveling to the countryside, to summer homes, and visiting friends, and buying everything they need on the way or on site.

Perennial Midsummer favorites remain consistent: watermelons, charcoal, and beverages. Rist highlighted that watermelon sales nearly doubled last year compared to the year before, while charcoal sales increased almost threefold compared to the previous week, showing consistent year-on-year growth. The beverage category saw a particularly strong rise in energy drinks, soft drinks, and non-alcoholic ciders, indicating a trend toward more diverse and interesting choices.

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The sale of watermelons actually doubled during the Midsummer week last year compared to the previous year. The sale of charcoal increases almost three times during Midsummer week compared to the previous week – this is a category where we see consistent year-on-year growth.

Local produce garners significant attention during the summer months. Coop emphasizes its extensive selection of domestic goods, which constitute nearly two-thirds of all products sold in its stores. Rist stated that consumers actively seek out local flavors, particularly meats, dairy products, and other regional specialties offered by local small producers. Coop views purchasing domestic goods as the most straightforward way to support the Estonian economy.

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In the beverage category, we saw particularly strong growth last year in energy drinks, soft drinks, and non-alcoholic ciders. The beverage selection has become more diverse, and buyers are increasingly looking for interesting alternatives. We can expect the trend to continue this year.