Midsummer Trends 2025: Consumer Preferences During Sweden’s Big Seasonal Sales
Sweden’s beloved Midsummer, celebrated on June 20, 2025, marks more than just the summer solstice—it’s a cultural cornerstone that defines the nation’s seasonal pulse. With maypole dancing, floral crowns, traditional folk songs, and classic fare like pickled herring and strawberries, the holiday weaves centuries-old tradition into the fabric of modern consumption. Discover how Swedes are spending […]