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Sun, 26 Jun, 2016 02:00:26 AM
Stores open for first time in Midsummer
FTimes-STT Report, June 26
 
File Photo Lehtikuva.
Many shops remained open on the Midsummer Day for the first time on Saturday visited by a significant number of customers.
 
Shopping hours were deregulated at the beginning of this year, so now shops may choose their own opening hours and are not limited, for example, on public holidays.
 
A large part of Kesko and S Group stores were open throughout Midsummer. 
 
Lidl stores, however, remained closed on Saturday with a few exceptions.
 
Tero Huhtala of the K-Citymarket in Ruoholahti, Helsinki said Midsummer trade has gone well. 
 
Midsummer Eve sales in particular lived up to expectations, according to Huhtala. 
 
Midsummer Day sales, however, have been slightly short of expectations.
 
“Saturday was calmer, but the store has seen its share of customers,” Huhtala said.
 
Mikko Junttila, the manager of Prisma in Seppälä, Jyväskylä said being open on Midsummer has been considered for a long time. 
 
According to Junttila, Saturday has been a relatively quiet day.
 
“It would appear that this Saturday is similar to an ordinary Sunday,” Junttila said.
 
Finnish Grocery Trade Association CEO Kari Luoto said this year’s Midsummer is a trial for many stores; no one yet knows just how customers move in Midsummer.
 
“It will be interesting to see how many shops are open next year for Midsummer,” said Luoto.
 
File Photo Lehtikuva.
The exact number of customers will be calculated only after the holiday, but sales already look promising, based on Luoto’s findings.
 
“When I went to pick up groceries in Mikkeli, there were certainly a lot of cars in the Prisma and Citymarket parking lots. Even the smaller shops were full of customers,” Luoto said.
 
According to Luoto, warm and sunny weather slows trade, as during nice weather, people tend to shop quickly. 
 
On the other hand, weather can create a variety of impulses, such as ice cream, grilled food and beverages.
 
Prisma manager Junttila said stores over the summer are largely at the mercy of the weather.
 
“When the sun is shining, the only trade is in the evenings,” said Junttila.
 
 
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