That’s what we treat ourselves to – expensive times notwithstanding

When times are tough, we still want to treat ourselves to some luxury. Maybe in the form of a nice lipstick. The Lipstick Index, or Lipstick Index, was born in 2001 when the sale of lipstick experienced an unexpectedly large jump in the midst of a severe recession in the United States. It seems that affordable, everyday luxury simply serves as a consolation when we can’t afford expensive clothes or a new car.

Breakfast does not change

– We often spend on large purchases such as furniture, interior design, travel or buying a new car, when times are tough, says Ulrika Holmberg, a consumer researcher at the Faculty of Economics at the University of Gothenburg.

However, the thing we are not ashamed of is the food in general and breakfast in particular.

– No, breakfast in particular isn’t something you would normally give up, no matter what economy. However, you are likely to change your lunch and dinner habits.

We also continue to prioritize social activities, such as going out to eat with friends.

– During the pandemic, when we couldn’t socialize as much, we bought more food and alcohol than we used to consume at home, says Ulrika Holmberg.

Need that little extra

She says the latest report on consumption for 2022 shows that Swedes have rarely been as pessimistic about the private economy as they are now. And then we may need a few extras that stand out in everyday life.

– Therefore, we do not stop consuming, but rather change consumption patterns. We continue to buy what is really important to us, but not much. It could be related to food, you may continue to eat meat even though it is more expensive, but in smaller quantities. We indulge in our hobbies and activities, such as working out, but may switch to a cheaper sports card.

Here she explains more about our consumption in times of crisis.