Study: Middle-aged Men with Children Spend Most on Midsummer's Eve

A study by Market Research Ltd shows that the highest spenders on Midsummer's Eve in Estonia are middle-aged men with higher education who work in management positions and have minor children. Regionally, the most generous consumers are residents of North Estonia outside Tallinn. In Tallinn and Northeast Estonia, holiday spending is mostly skipped.

A fresh study by Market Research Ltd reveals who spends the most money on Midsummer's Eve in Estonia: the typical big spender on midsummer celebrations is a middle-aged man with higher education, in a relationship, with children, and working in a management position.

North Estonia Residents Most Generous

Regional comparison highlights a clear divide between the capital and rural areas. Residents of North Estonia living outside Tallinn spend the most on the holidays, with 21% of residents in that region planning to spend over 100 euros. In rural areas, 55% of residents plan to make additional purchases.

In South Estonia, 28% of respondents plan to spend up to 50 euros and 17% plan to spend 50-100 euros. By contrast, in Tallinn and Northeast Estonia, 45% and 49% of residents respectively refrain from holiday shopping.

"Fresh data clearly reflect the socio-economic reality of Estonian society, where the scale of holiday spending depends directly on the size of one's wallet," explained Irina Strapachuk, analyst at Market Research Ltd.

Men Spend More Than Women

In terms of gender, men are significantly more willing to spend than women. 19% of men plan to spend over 100 euros on Midsummer's Eve, while this figure is only 10% among women. As many as 46% of women do not plan to spend anything on the holidays.

The ethnic breakdown also shows clear differences: 37% of Estonians do not plan additional spending, while this figure reaches 51% among other nationalities.

Divorced and Widowed Have Minimal Spending

For families with minor children, Midsummer's Eve is a major expense item, with 22% of respondents in these households planning to spend over 100 euros. Among married or partnered people, only 32% have zero holiday budgets.

54% of divorced people and 50% of widowed people do not plan additional spending.

By age, the highest spenders are those aged 35-49: 23% of this group plan to spend over 100 euros. Among those over 75, 46% skip spending altogether.

Education and Income Determine Spending

Among people with higher education, 32% do not plan to spend on Midsummer festivities, while this figure is 47% among those with lower education levels. Entrepreneurs, managers and senior specialists invest the most in the holidays, with 27% of this group spending over 100 euros.

In lower-income households, where income per family member falls below 500 euros per month, 66% of respondents forgo holiday shopping. "The gender and ethnic breakdown shows that the economic burden of celebrating holidays is distributed very differently across society," noted analyst Strapachuk.