According to Prisjakt's Consumer Compass report for the third quarter of 2026, e-commerce is estimated to account for 46 percent of total purchases. Physical retail therefore accounts for 54 percent of planned purchases. More than one in three consumers, equivalent to 36 percent, state that they make at least 60 percent of their purchases online.
Data shows that younger demographics shop online to a greater extent than older ones. Particularly noteworthy are women aged 18 to 29, who on average make 57 percent of their shopping through digital channels.
Budget and Purchasing Power
The average budget for purchasing physical goods amounts to SEK 10,770 for the coming quarter. This figure represents an increase of 13 percent compared to the previous quarter, but a decrease of 16 percent compared to the third quarter of 2025.
Prisjakt's Purchasing Power Index, which measures consumers' perceived ability to consume, lands at 6.7. This is an unchanged level from the previous quarter, and a marginal decrease from 6.8 during the corresponding period last year.
Commenting on household purchasing power, Isabella Ahmadi, consumer expert at Prisjakt, says:
Our purchasing power index shows very small movements and considering that summer involves costly travel and vacation plans for many, households can be considered to have good room for consumption in the coming quarter. The tax refund has given some an extra boost, but at the same time, economic awareness still seems to characterize shopping plans, says Isabella Ahmadi, consumer expert at Prisjakt.
Product Categories with the Greatest Increase
During the third quarter, consumers are planning purchases in several segments that show positive development compared to the previous year:
- Clothing, shoes and accessories: 61 percent of consumers plan purchases in this category. This is an increase of eight percentage points since the third quarter of 2025. Interest is particularly high among women aged 18 to 29, where 84 percent intend to shop within the segment.
- Beauty and health: 37 percent plan to make purchases. This corresponds to an increase of five percentage points compared to the previous year.
- Construction and garden: 31 percent intend to shop in the category. The development represents an increase of two percentage points from the same period last year.
- Sports and leisure: 30 percent plan purchases, an increase of one percentage point.