In the busy shopping center of Uppsala around the holidays, it is just as easy to run into name brand stores like Dinsko and MQ as it is to find homemade Swedish handicraft, jams, and candies. The mix creates a very unique environment among shoppers with the appreciation of mass produced and international goods just as much as home made and local. By placing local products for consumers to buy among big names, the consumer changes and is a lot different from what I am used to back in the States. Consumers in the States find themselves trusting name brands more because of their wide availability and consistency. Local farmers markets and craft fairs are popular, but only among certain target markets and ages. It can be said that going to a farmers market or a craft show is more of a hobby or special interest than it is a common spending trend among consumers. The popularity of local goods in Sweden can link back to the demand for high quality rather than low prices. The stores in Sweden as well as the local stands follow the same idea that buying a few very well made, durable items that last longer is better in the long run than purchasing a lot of cheap items that will need replacement in a couple of years. Although the local handicraft stand operates significantly different than the Dinkso across the street, they are all working together for a more efficient market.
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