In the latest Christmas shopping forecast trade in the daily grocery trade and the non-durable goods trade is predicted to increase by two percent compared to last year, which corresponds to 1.5 billion. Here, all the above-mentioned trade is counted in the whole of December, where the mid-day sale is also included.
Likes to bargain
Annika Nordlund, associate professor of psychology at Umeå University, says that one reason why we like to shop during various sales is because we like to find bargains.
– There is a hedonistic feeling in us that it’s cool and wonderful and enjoyable to shop and we shouldn’t belittle that, she says.