Sales related to graduation are divided between the graduates' own purchases and guest expenses. In total, just over one in four Swedes state that they will celebrate someone graduating this year. Guests celebrating a graduate are estimated to spend nearly SEK 1.4 billion on gifts and graduation-related products. The graduates themselves are expected to spend a total of approximately SEK 0.4 billion on products related to the celebration.
The median amount that prospective graduates plan to spend amounts to SEK 5,000. The largest portion of this money goes towards the classic attributes. The most common purchases for graduates consist of:
- Student Cap (94 percent)
- Graduation Clothes (86 percent)
- Theme Clothes (39 percent)
Practical Gifts Dominate
When guests choose gifts, practical items are the most common. According to this year's measurement, household goods are the most common gift, which 24.6 percent plan to give away. This is followed by money or gift cards at 21.1 percent and flowers at 16.6 percent.
This trend aligns well with the graduates' own wishes, where gifts that can be used in the next phase of life after graduation are in demand. According to the students themselves, the five most appreciated gifts consist of items for the home, a computer or mobile phone, an experience or trip, jewelry, and money or contributions.
Brill Ivarsson, gift expert at Svensk Handel, comments on the figures:
Graduation marks the start of a new chapter in life. This is also reflected in the wish lists, where many request things that will be useful when they move out, start studying or enter the workforce.
Ivarsson further emphasizes the importance of thoughtfulness behind gift selection:
Many place great value on finding a personal and well-considered gift. It is not the price tag that determines whether the gift is appreciated, but the thoughtfulness behind it. A useful item for the home or a contribution to future plans can mean as much as an expensive gift.
Retail Attracts Most Summer Workers
In addition to merchandise sales, graduates play a role in retail staffing during the summer months. Of the students who plan to work after completing their studies, 32 percent state that they will summer job in retail. This makes retail the single most common industry for summer jobs in this year's survey, placed ahead of other sectors such as cafes and restaurants.