Sanoma survey: consumers are mostly confident about the future of their finances
Finnish people's purchase decisions continue to be driven by prudence and caution: 78% give more careful consideration to their purchasing habits and 71% are more cautious in their consumption decisions than before.
However, more than half feel that they have the right to spend and invest in themselves regardless of the state of the world or economic situation. The majority continues to buy familiar products and services as before. Currently, a quarter of consumers are in the process of making major purchase decisions. The search for information to support the decisions has increased.
Purchases related to events, experiences and travel are most likely to increase over the next six months. The respondents are more willing to cut back on the consumption of restaurant and café services.
Consumers dream about investing in travel and everyday well-being
60% are confident about their finances, but 35% expect their situation to get worse. 46% of households have the ability to save money. Dreams related to consumption are increasingly focused on everyday well-being and travel.
86% shop online at least occasionally, and the number of regular online shoppers is increasing. Familiar shops have an advantage as consumers are hesitant to trust online shops.
Price is still the most important factor to influence purchase decisions, but its significance has slightly reduced. Stock availability and the country of origin of the product also have a considerable bearing on the purchase decision.
The significance of sustainability in everyday decisions is declining. Many would like to make more sustainable purchase decisions but are limited by their financial situation.
Kulutuspulssi (The Consumption Pulse) is an online survey for a representative sample of the population (N=780) within Sanoma's Suomitutka panel. The data was collected between 3 and 13 October 2025.
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