Finns flock to Haparanda Systembolaget for cheap drinks and nostalgia

Finns are again heading in large numbers to the Systembolaget store in Haparanda, Sweden, for Midsummer shopping, a tradition for many, reports Yle.

The annual pre-Midsummer rush at the border store is slightly lighter this year after the outlet relocated to larger premises last year. In past years, crowds sometimes forced temporary closures as the store struggled to accommodate everyone at once.

Thousands of customers from across Finland visit the Haparanda Systembolaget ahead of Midsummer. Store manager Jaana Haara says the expanded 200-square-metre space has improved customer flow and staff workflow, though demand still outstrips the supply of shopping carts at times.

Customers queue patiently for their turn. While beer and wine are popular, some, like Ari Korkala from Lumijoki, also stock up on soft drinks, candy, and energy drinks for his teenage daughters. For Korkala, the trip to Haparanda is a tradition that evokes nostalgia.

“At my age, I remember the late 1970s and 80s, when people came here for butter, margarine, sugar, and cocoa. It’s a bit of a nostalgia thing,” he says.

Olli and Oskari Salmelin from Oulu, en route to Central Finland, also stopped by for drinks, drawn by lower prices. “We’re celebrating Midsummer with family, and drinks are cheaper here. A bottle of wine is ten euros less. Special beers and ciders are much cheaper too,” Olli Salmelin says.

Sirpa Kallunki from Sodankylä, heading north from Oulu, adds that fuel is often cheaper in Sweden, making the trip even more worthwhile.

Haara notes that Midsummer favourites include summery, refreshing drinks like beers, ciders, and rosé wines. For the store, the rush is business as usual.

“The crowd isn’t special for us. It’s just a normal workday,” she says, crediting good teamwork and clear routines for managing the influx. The store has been fully stocked and staffed all week in preparation.

Finnish and Swedish shopping habits are largely similar, though Haara observes Finns often make larger, more planned purchases, travelling from both near and far. Demand for non-alcoholic drinks has also risen noticeably in recent years.