– Consumers are more price-conscious and thoughtful now, which can be seen in this year’s figures, says Emma Lindgren, expert on digital consumption at Svea Bank.
On average, the price reductions were somewhat smaller than last year, according to the price comparison site Prisjakt. Then the average discount was 22 percent, while this year it shrank to 20.4 percent.
Consumers had expected significantly greater bargains. On average, expectations were for a 37 percent discount according to a survey conducted by Kantar on behalf of Prisjakt.