The Christmas season is upon us and both streets and shop windows have been decorated with Christmas decorations and lighting. And if there’s one thing we Swedes don’t hate – it’s Christmas shopping.
According to Dagens industri, we Swedes are estimated to do Christmas shopping for SEK 93 billion. For many shop owners, it is now therefore a question of making it cozy and comfortable for the customers in the shops outside the country.
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But when it comes to interior design and decorations, Systembolaget works a little differently to other stores.
The system company. Image source: Ari Luostarinen/SvD/TT
Systembolaget furnishes in a way that makes customers shop less. At the tills, there is also a shelf where you can put away items you have taken but then realize you shouldn’t have. Nor are there any red SALE signs inside the stores, as customers should absolutely not be tempted to shop more.
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– We also don’t have an inventory you have to go through in our stores, but you should always be able to quickly find what you want to buy and then get to the checkout without having to walk around unnecessarily, told Teodor Almqvistpress officer at Systembolaget.
It’s always quiet inside Systembolaget. Image source: Ari Luostarinen/SvD/TT
Many Swedes also often ask themselves why Sweden can’t stay open on Sundays like so many other neighboring countries.
But even there it is about wanting to promote public health by staying closed. So also during holidays.
Therefore, no music is played inside Systembolaget
Something that does not belong to interior design, but which can still be pleasant for the customer who shops in stores, is music, which is something that every other store uses precisely for comfort.
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But some Christmas music – that’s nothing you’ll hear inside Systembolaget during December.
News24 asked how it is that Systembolaget doesn’t even go so far as to have Christmas music.
Systembolaget exists for a reason. Image source: Oscar Olsson/TT
– The reason why we do not play music in our stores is based on the purpose of Systembolaget. Systembolaget exists for a single reason – the alcohol-related problems will be reduced if alcohol is sold without interest in profit. Our mission from the owner (the state) is to sell wine, beer and spirits with responsibility and good service and to inform about the harmful effects of alcohol. Our goal is not to sell as much as possible, answers Teodor Almqvist.
– There are studies which shows that music in the store can make customers stay longer and buy more and therefore we have chosen not to do it in our stores, he concludes.
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There you see.