Experts predict a surge in leisure spending ahead of Midsummer and Mindaugas’ Coronation Day

During the summer, people shift their shopping habits – making fewer purchases than in the colder months, but opting for higher-priced items. According to an analysis of consumer behaviour by Paysera and Inbank, demand for grills, outdoor furniture, travel, bicycles, and motorcycles rises ahead of Midsummer and on Mindaugas' Coronation Day. Financial institutions expect similar trends to continue this year.

Summer paradoxes: fewer purchases, but bigger spending

E-commerce across the Baltic states reveals an interesting trend during the summer months. While consumers shop less often, resulting in a 15% drop in the total number of transactions, they tend to spend more per purchase. According to Paysera data, the average basket value increases by 15% compared to the colder months, reaching €84.

"Although Christmas remains the peak season for online shopping, summer can feel like a ‘second Christmas’ for retailers and service providers who cater to the warm-weather needs of consumers," says Rasa Gruodytė, Head of Customer Experience Management at Paysera.

Long weekends spark seasonal product surge

Inbank’s analysis of past summers reveals a consistent pattern: as Midsummer and Mindaugas' Coronation Day approach, demand for products related to short getaways, outdoor activities, and camping increases by 9%.

"Warmer weather drives a noticeable uptick in seasonal purchases. Customers are increasingly choosing grills, outdoor furniture, bicycles, scooters, and camping gear. Compared to the off-season, demand for these items typically grows by about 14%," says Donatas Mickus, Head of Sales at Inbank.

Focus on quality in summer purchases

"During the summer, consumers show a clear preference for higher-value items, opting more often for premium or feature-rich bicycles, scooters, outdoor gear, and garden equipment. Compared to other seasons, the average value of financed purchases increases by 8%," says D. Mickus

Meanwhile, travel financing also hits its peak in June and July, with demand gradually declining from August onward.

Forecast for this summer

Paysera’s data reveals a strong start to the summer season, with the average shopping basket value in May and June surpassing not only the cold season average but also the typical summer figures.

"This season has kicked off robustly for e-commerce. Between early May and mid-June, we recorded 18 days when the average basket exceeded €100. In comparison, the usual summer average stands at €85, and the cold season average at €72. This reflects both the willingness and the capacity of consumers to spend. With Midsummer and Mindaugas’ Coronation Day approaching, businesses offering summer and leisure products have a great opportunity ahead," predicts Rasa Gruodytė.