In Lappeenranta, the Swedish discount store Jula has launched its first location in Eastern and Southeastern Finland, which saw over 200 customers waiting in line early in the morning for surprise discounts. The new store is indicative of a shifting consumer behavior where people are opting for home repair and improvement items rather than new purchases. According to Jaakko Soini, the country manager for Jula Finland, customers are becoming increasingly cautious with their spending habits during these times of economic uncertainty.

The expansion of Jula highlights a burgeoning cluster of discount retailers in Lappeenranta's Myllymäki area, which includes several other stores such as Motonet, Biltema, and Tokmanni. This clustering benefits businesses as shoppers are more likely to visit multiple stores in one trip, driving foot traffic and sales across the board. The presence of competing discount retailers can enhance consumer choice and foster a more vibrant retail environment in the region.

The retail landscape in the Lappeenranta and Imatra areas has faced challenges, particularly due to the absence of Russian tourists, who once contributed significantly to local commerce. Nevertheless, local discount stores have managed to adapt to changing market conditions by focusing on home improvement products and maintaining competitive pricing. This strategy not only caters to local residents but also positions these businesses to thrive in a shifting economic climate.