In the review, Prisjakt compared the price of 1,048 products within categories such as perfume, makeup, skincare, and sunglasses. The result shows that 865 of these items have a lower price online. Only 180 products were cheaper at tax-free, and four had exactly the same price.
Overall, prices in the Stockholm Arlanda tax-free shop are 39 percent higher than those of e-commerce retailers.
Holidaymakers should not forget to pack their price awareness when they travel. It is easy to be seduced by the tax-free concept, but the fact is that it is often a better deal to shop online instead of at the airport, says Isabella Ahmadi, consumer expert at Prisjakt.
The categories with the largest average price differences are deodorants (+51%), shampoo (+50%), and mascara (+48%). In pure krona, the single largest difference was measured on a men's perfume, which cost SEK 1,651 less online. The investigation also shows that 82 of the reviewed products cost more than twice as much at the airport.
Many have an image that the price is automatically lower at tax-free, but our investigation shows the opposite. Therefore, it is important to be critical of the offers, says Isabella Ahmadi.
Although the vast majority of the range is cheaper online, the investigation identified a number of exceptions. For example, there was a specific foundation that was 61 percent cheaper in the tax-free shop.
Finds exist, but they require you to have done your research. Check the price online before you buy. It takes thirty seconds and can save you hundreds of krona, concludes Isabella Ahmadi.