Swedish consumers adopt AI and cautious spending ahead of holiday season

Swedish consumers are expected to tighten their budgets during the upcoming holiday season, according to reports from Accenture and Prisjakt. Accenture’s annual holiday shopping report predicts an average 13 percent decrease in spending, with Swedes planning to spend approximately 5,028 SEK compared to 5,758 SEK last year.

To manage rising prices, shoppers are adopting new strategies, including starting their holiday shopping before December and utilizing low-cost retailers. A significant trend is the increasing reliance on artificial intelligence to assist in the purchasing process. Over 40 percent of consumers plan to use AI tools to compare prices, and 27 percent expressed willingness to let an AI agent select their gifts. Notably, 10 percent are prepared to let AI complete purchases independently.

Separately, investigations by the Swedish Consumer Agency and Råd & Rön have highlighted ongoing issues with misleading sale prices. Despite regulations introduced in 2022 requiring retailers to display the lowest price from the previous 30 days, approximately 39 percent of audited stores failed to comply. Major chains, including Åhléns, Stadium, Lyko, and Kronans Apotek, have been identified among those facing injunctions for improper marketing of discounts.