Finnish woman queues for five hours in freezing cold for discount store opening gift card

A 23-year-old woman from Kemi, northern Finland, waited five hours in freezing temperatures to be the first customer at the opening of a new Rusta discount store, drawn by the promise of a €100 gift card.

The Swedish discount retail chain Rusta opened its 46th Finnish location in Kemi on Wednesday, attracting a large crowd despite harsh weather conditions. Matilda Jauhiainen, the first in line, arrived at 3:45 AM after waking at 3:00 AM.

“It was really cold overnight, and the wind was terrible, but now it has calmed down a lot,” Jauhiainen told public broadcaster Yle. She plans to use the gift card for purchases like a 10-litre pot, a food processor, a waffle iron, and cleaning supplies.

The first 100 customers received €100 gift cards, a promotion that drew people to queue from the early hours. The store occupies a property previously vacated by Sotka and Asko, with another long-standing bicycle and spare parts shop also closing in the same building.

Discount retailers thrive amid economic uncertainty

According to the Finnish Commerce Federation, discount stores are currently outperforming daily goods and specialty retailers as price sensitivity grows among consumers. Mats Kotka, Rusta Finland’s country manager, attributes this to economic uncertainty, though he notes Finland is not in a full recession.

“Consumers are uncertain about their own and Finland’s economic situation. With unemployment at record highs, people are seeking the most affordable options,” Kotka said. However, he added that average purchase sizes have increased significantly over the past three months, suggesting improving consumer confidence.

City mayor welcomes new store as positive signal

Kemi’s mayor, Matti Ruotsalainen, called the opening a “great signal for the whole Meri-Lappi region,” particularly as major retail chains expand into the area. The new Rusta store will employ 15 permanent staff and seasonal workers for its garden section in summer.

In recent years, Kemi has also seen new openings from discount chains Biltema, Tokmanni, and Normal.