Alex Heiskanen, a 21-year-old from Janakkala, encountered a peculiar sight outside the Biltema store in Hämeenlinna at 4 a.m. while waiting for the store's opening at 8 a.m. Despite arriving early, he was not the first in line. A 34-year-old man from Hattula had set up camp next to the store's entrance, prepared to endure the freezing temperatures in anticipation of the grand opening. The temperature was significantly low, reaching -15 degrees Celsius, yet this devoted individual was committed to securing one of the store's exclusive opening day gifts: a €25 gift card for the first 100 customers and coffee for the first 200.

The man in the tent, dressed in heavy layers and reportedly equipped with a sleeping bag rated for -20 degrees, explained his rationale to Heiskanen: he sought the unique experience of waiting in line for an event. This rationale highlights a blend of community engagement and personal challenge, which can make such retail events appealing not just for the rewards but for the novelty of the experience itself.

Heiskanen's encounter raises questions about the lengths to which people will go for promotional events and the intersection of consumer culture with extreme weather conditions. It also reflects the Finnish spirit of enduring the cold, as individuals embrace the anticipation for the opening day festivities, signifying a collective enjoyment despite the harsh weather.