According to Statistics Estonia, the retail revenue of Estonian retail enterprises in January amounted to 885 million euros, showing an increase of eight percent compared to the same month in 2025. While overall sales showed an uptick, sales of food products continued to decline, indicating a shifting consumer preference or possible economic challenges in that sector. Analyst Johanna Linda Pihlak pointed out that December's sales figures remained stable compared to December 2024, but January marked a return to growth in retail activity.

Pihlak further noted that one of the primary drivers for the sales increase in January were companies engaged in the retail sale of motor fuels, which saw a remarkable 24 percent sales volume increase compared to January 2025. This sharp increase is attributed mainly to the decrease in the prices of motor fuels, reflecting changes in market conditions that have allowed consumers to spend more on fuel and related services. However, it is important to note that the retail revenue from fuel companies also includes income from other products and services beyond just fuel.

In the context of industrial goods, sales volumes increased by 13 percent compared to January 2025, indicating a strong performance in that segment, whereas food store sales continued to experience a downturn. This divergence in sales trends across sectors highlights the challenges facing the food retail category while signaling a possible recovery in other retail areas such as automotive fuels and industrial goods.