When it comes to shopping, more than half of residents prefer food made in Latvia, they will spend an average of EUR 50 on the holiday feast, and they will make purchases a few days before the holiday, giving preference to products on sale and special offers. Most people will spend the holidays at home with their families, following various traditions such as decorating the house, weaving wreaths, singing Midsummer songs, and greeting the dawn together, according to the results of a survey conducted by the local top! in the run-up to Midsummer Day.
When selecting food for the holiday table, respondents will buy cheese and dairy products (86.2%), meat for grilling (79.9%), beer (60.5%), fruits and vegetables (53.9%), as well as bread and bakery products (52.7%) from local producers, with the majority (76.2%) focusing on price and special offers. Almost half of residents (47.8%) make purchases from a pre-made list, while others (25%) trust the brands they buy on a daily basis. At the same time, a quarter of respondents place a high value on package size. When putting together a holiday shopping basket, residents pay less attention to the product’s composition and nutritional value, as well as its appearance and biological origin.
“Both the survey results and our observations show that residents have a strong preference for locally produced items in various categories, including dairy products, meat, fruits and vegetables, bread, and drinks. This preference stems from their appreciation for the quality and freshness of these products, as well as their desire to support Latvian producers. In everyday life and during holidays, it is clear that people are increasingly focused on finding affordable options. They tend to gravitate towards promotional products and items from the long-term offer category that are available at lower prices. As a result, during the holidays, top! stores will be offering even more products at discounted prices. This will allow customers to purchase the desired items for their holiday table without breaking the bank. Additionally, during the holiday season, we will be offering an extensive range of products including a diverse selection of Midsummer cheese, beer, and other holiday items at top! stores,” says Ilze Priedīte, Member of the Management Board and Marketing Director of the store chain top!.
Planning a budget for the holidays is a consistent practice among residents. This year, a significant number of respondents (43%) plan to spend between EUR 20 to 50 on their purchases, while a similar percentage of celebrants (39%) will set aside between EUR 50 to 100 for their holiday table.
According to the survey data, residents choose to shop in local shops near their home (49.3%) or in supermarkets (48.5%). A smaller portion of residents prefer to find their desired items in small private shops or at the market (36.2%). Online shopping is less common, with only a small fraction of residents (1.8%) planning to use this method.
Beer is considered the traditional drink of Midsummer Day, and although 60.6% will still choose traditional alcoholic beer, 21.8% – as last year – will not drink beer at all, and 17.7% will give preference to non-alcoholic beer, which is becoming increasingly popular. Light beer remains the most favourite option, followed by flavoured beer, dark beer and beer cocktails.
Collecting and returning deposit bottles has become a daily habit. After the holidays, 90.4% of respondents intend to return empty beverage packaging, which is indicative of a responsible society that prioritises environmental care.
This year, 88.1% of respondents intend to celebrate Midsummer Day, with 44.2% doing so with their families, a quarter spending the holiday outdoors, 13.6% celebrating with friends, and 9.2% hosting guests at home. This year, slightly more residents (6.9%) will enjoy Midsummer festivals or open-air parties, while others will travel outside of Latvia in search of a summer mood.
We wish everyone a joyful and festive holiday season, filled with positive emotions and a bountiful feast!
The online survey of the top! store chain was conducted from 5 to 18 June. It involved 1,100 respondents from Riga (8.1%) and the Greater Riga Region (7.8%), Vidzeme (42.5%), Kurzeme (13%), Zemgale (16%), and Latgale (12.7%).
The retail store chain top! is the largest store chain owned by Latvian business and the third largest retail chain in Latvia. There are currently 207 food stores in Latvia operating under the trademark top!, owned by 12 local companies. In total, nearly 4,000 jobs are provided, supporting local producers and suppliers across Latvia.