Finance Minister Elisabeth Svantesson (M) hopes that the Black Friday sale will be a vitamin injection for the Swedish economy.
But she has nothing left for companies that fiddle with the discounts.
– It is deplorable, she says.
The article in brief
The Swedish economy is affected by a protracted recession, but now a lightening is visible.
According to a new forecast, Swedish growth is expected to end up in the top tier in the EU next year.
Sales like Black Friday are good for businesses and consumers, says Finance Minister Elisabeth Svantesson.
At the same time, she criticizes companies that cheat with sale prices and urges consumers to report.
In the run-up to Black Friday, Swedish consumers are showered with shopping offers. Many also take the opportunity to strike, but the companies do not always keep what they promise.
The companies are obliged to indicate what the lowest price is during the last 30 days, but some circumvent the rules. Ten large chains, including Åhléns, Power and Stadium, risk millions in fines this year if they do not follow the rules.
Companies raising prices before the sale in order to make discounts appear larger must not be allowed to happen, says Finance Minister Elisabeth Svantesson (M).
– It’s really bad, she says.
Most companies take care of themselves, she notes, but urges consumers to call the Swedish Consumer Agency if they don’t.
– It is deplorable and also forbidden. I encourage consumers to report it, she says.
Went to Ikea in the middle of the night
The sale otherwise means an opportunity for many with strained finances or lower incomes, says Svantesson.
– Mothers and fathers can buy Christmas presents. Or you have gone and waited to buy an iron or whatever you need. It is an opportunity for many that the prices are reduced.
Elisabeth Svantesson knows that herself again. She has often emphasized that she and her family barely got by for many years.
– We needed to turn over every penny. I once went to Ikea in the middle of the night because they had half price Billy bookcases. My husband still feels guilty for not doing it.
Increased growth
Sweden’s growth is expected to increase to 2.6 percent in 2026, according to the EU Commission’s forecast for the coming years. From having been at the bottom compared to other EU countries, Sweden is moving up into the top tier at the same time as inflation appears to be stabilizing.
The background is the expectation that households’ purchasing power will increase together with more investments as a result of, among other things, increased public construction.
Elisabeth Svantesson hopes for a brighter future for the Swedish economy.
Photo: LISA MATTISSON
But the forecast is not without risks.
Environmental factors such as Donald Trump’s tariffs, or wars and conflicts can affect the global economy quickly, says Elisabeth Svantesson.
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– The fact that the recession is prolonged is due to many people holding back and being insecure.
Can you, as a citizen, breathe a sigh of relief now?
– I wish I could answer yes to that. We see a brightening and are doing everything we can to speed up growth. But the outside world is uncertain, says Elisabeth Svantesson.
She buys that at the sale
Maybe bigger sales, like Black Friday and the mid-day sale, can give some help on the trot. It will be a win-win when more people can afford to shop from Swedish companies, she believes.
– If consumption gets going, the recession can hopefully be broken and the economic wheels start turning a little faster.
She herself will take the opportunity to buy Christmas presents for the grandchildren.
– I can’t tell you more here, then I’ll reveal what Santa has in the packages.
Expressen’s Max V Karlsson interviews Elisabeth Svantesson.
Photo: LISA MATTISSON
