22.05.2014

Older Finnish consumers combine shopping with services

Finnish shopping centres are responding to the needs of consumers over 55 years old, according to Citycon.

Many Finnish consumers over the age of 55 like to combine shopping trips with a visit to the doctors, the bank or a recycling point. A visit to the library or the post office is also seen as an attractive part of a shopping trip, according to new research commissioned by Citycon. According to Citycon, there is currently high demand for retail space in Finnish shopping centres from businesses offering diverse services.

The research also shows that more than a third of the older consumer group spends time in a cafe or restaurant during their shopping trips. The senior citizens ensure an even customer flow throughout the day so cafes and restaurants are attracting more investments, according to Jussi Vyyryläinen, Leasing Director at Citycon.

Shopping, services and friends

“The entry of different wellbeing services, municipal services and libraries in the shopping centres has increased tremendously. We also want to actively bring these services to the shopping centres alongside the traditional stores,” says Vyyryläinen. Almost a quarter of the Finnish senior citizens meet their friends during shopping trips. This finding contrasts with Citycon’s research in Sweden where less than a tenth of this older consumer group meet with friends when shopping.

According to Citycon’s research on Finnish consumers over the age of 55, the vast majority is familiar with online shopping and likes to buy holiday trips online. However, just a third of this major consumer group has purchased clothes from an online store, compared to almost 70% of young Finns. “The older population orders those products from the internet that they already know but which are not available in the shops,” says Professor Terhi-Anna Wilska from the University of Jyväskylä.


Source: Citycon