Finnish supermarket trials “world’s slowest checkout” to challenge rush culture

A supermarket in Vaajakoski, Finland, has spent March testing a “world’s slowest checkout,” where customers are encouraged to take their time, reports Finnish broadcaster Yle. The experiment has proven unexpectedly popular, with shoppers—including schoolchildren—using the space to chat, count coins, and pack groceries without pressure.

Store owner Henri Marjanen admitted he initially doubted the idea but now sees its value. “We turned it around—what if this brings in customers who wouldn’t normally come?” he told Yle. The slow checkout, manned by trainee Lea Patinen, was inspired by online videos of similar concepts. Patinen, who proposed the trial, noted how ingrained urgency had become in retail: “I’ve had to remind myself that talking is allowed here.”

The initiative contrasts with broader industry trends. Finnish retailers have rapidly adopted self-checkouts over the past decade, with S-Group introducing them in 2012 and Lidl in 2020. Today, up to 80% of customers in small S-Group stores use self-service, while 30% of Lidl shoppers do. At the Vaajakoski store, only 10–15% opt for self-checkout, and Marjanen continues to weigh the balance between speed and service.

Patinen, who staffed the slow checkout throughout March, observed its appeal across ages. “Even primary school kids have stopped by to talk about imaginary friends,” she said. The trial concluded on March 13, with Yle featuring the checkout in its morning program.