According to Kaupan liitto, the Finnish trade association, the retail sector has seen an increase in sales and turnover since September, marking a positive shift for the industry. Last year, retail turnover grew by just over one percent, although sales still faced a downturn, dropping by approximately half a percent. The association predicts a continued improvement, with sales expected to rise by around one percent this year.

Despite the growth in turnover, the employment landscape in the retail sector is facing significant challenges. Last year alone, the sector lost about 8,000 jobs, highlighting a troubling trend for workers in the industry. Factors contributing to this job reduction include increased cost and price competition, as well as advancements in digital technologies that are reshaping how retail operates.

The Kaupan liitto further indicates that while there is a recovery in demand, consumer caution is limiting more significant growth in the retail market. This cautious consumer behavior suggests that, although optimistic signs of turnover growth exist, the underlying issues affecting employment in the sector may persist, necessitating strategic adjustments by retailers to navigate these challenges effectively.