According to Turu-uuringute AS data, middle-aged men with children spend the most on Midsummer Day. These men are educated and hold managerial positions. Many people with low incomes do not have money for the holidays.
People in Northern Estonia spend the most on Midsummer Day. There, 21% of people plan to spend over 100 euros. In villages and towns, 55% of people spend money on the holidays. In Southern Estonia, 28% of people spend up to 50 euros. In Tallinn and Northeast Estonia, many do not spend money on the holidays.
Men spend more on the holidays than women. 19% of men spend over 100 euros, while only 10% of women do. 46% of women do not spend money on the holidays at all. Estonians spend more than people of other nationalities. 37% of Estonians do not spend money on the holidays, while among other nationalities, this number is 51%.
Families with young children spend the most on the holidays. 22% of such families spend over 100 euros. Couples living together also spend more. Divorced and widowed people often do not spend money on the holidays.
People aged 35–49 spend the most on the holidays. 23% of them spend over 100 euros. Of those over 75 years old, 46% do not spend money. Educated people spend more than less educated ones. Entrepreneurs and managers spend the most. People with low incomes do not spend money on the holidays.