A recent survey commissioned by the Federation of Finnish Special Commodity Trade ETU highlights Finnish consumers’ views on specialty trade services. The results confirm that the core strengths of the optical retail sector align closely with customers’ expectations and needs.
ETU has published a study examining Finns’ opinions, attitudes, and purchasing behavior related to specialty trade. The Specialty Trade and Consumers in Finland 2026 survey was conducted by research company Verian and received responses from 1,570 adults living in Finland.
The study shows that optical retailers offer many of the qualities consumers value most. Consumers associate optical retailers particularly strongly with personal and professional service. As many as 87 % of respondents consider expert service important, while 43 % consider it very important.
Across specialty trade in general, the most valued features are expert service (59 %), the opportunity to try products before purchase (53 %), and product quality (52 %). All of these are central elements of the value proposition offered by optical retailers.
When given the opportunity to try a product, 57 % of respondents prefer a physical store over an online shop. Meanwhile, 44 % of respondents research products online but complete their purchases in-store. This aligns well with the services provided by optical retailers, where eyewear products are fitted and adjusted to ensure proper fit, appearance, and comfort.
Consumers trust skilled professionals
In ETU ry’s survey, 58 % of respondents considered sales staff in physical stores to be the most reliable source of product information. Online stores were regarded as the most reliable source by 44%, customer reviews by 38 %, and artificial intelligence by only 8 %. As many as 63 % of respondents rated the expertise of sales personnel as superior to that of artificial intelligence.
Although AI, virtual try-on technologies, and digital shopping solutions receive significant attention today, consumers still place greater value on personal service from qualified professionals, such as guidance from an optometrist and comprehensive eye examinations.
One in five Finns has purchased products from Chinese online marketplaces such as Temu or Shein, but these platforms are not considered as safe, responsible, or trustworthy as Finnish retailers. It is natural that these factors become even more important when shopping in optical stores, as spectacles, sunglasses, contact lenses, and children’s optical products are closely connected not only to vision but also to eye health and well-being.
Development opportunities for modern specialty trade
The survey results also identify areas where specialty retailers can improve their services. Twenty-nine percent of respondents feel that stores provide too little product information, and 19 % frequently postpone purchasing decisions because they lack sufficient information.
In the optical sector, retailers could consider providing customers with more information about topics such as lens technologies, UV protection, blue-light filtering, product sustainability, and product origin.
Similarly, optical retailers should ensure that their products and services are visible and discoverable in AI-driven searches. Already 25 % of Finns and 48 % of consumers under 30 use artificial intelligence to support purchasing decisions, most commonly for product comparisons (68 %), product searches (48 %), and facilitating purchase decisions (43 %).
Consumers can ask AI highly specific questions, such as “Which sunglasses are best suited for driving?” or “Which contact lens is safest for dry eyes?” When AI tools search the web, including optical retailers’ websites, it is increasingly important that accurate and relevant answers to these questions can be found easily on those sites.
