Emor’s latest trend survey of Tallinn’s shopping centres shows that the competitive landscape among the major centres has remained largely stable. Ülemiste continues to be the best-known and most visited shopping centre, followed by Kristiine and Rocca al Mare shopping centres. In recent years, T1 and Kurna Park have strengthened their positions as destinations for shopping for food and other consumer goods.

Location and the range of shops remain the most important factors when choosing a shopping centre. “Purchasing decisions are becoming increasingly considered. Before making a major purchase, consumers research prices and product information online, and many wait for discounts or special offers,” commented Anu Varblane, Research Expert at Emor.

The overall image profiles of the major shopping centres have remained largely stable. Ülemiste’s key strengths continue to be its wide selection of shops, convenient parking facilities and well-known brands. Good parking facilities have also been one of Rocca al Mare’s strengths over the years. However, following changes to parking arrangements over the summer, consumer ratings of its parking facilities have declined significantly.

T1 and Kurna Park have strengthened their positions as places for purchasing food and other consumer goods in recent years. T1 is increasingly associated with affordable prices and well-known brands, while its range of shops is also rated more highly than before. Kurna Park has strengthened its position particularly as a place to shop for sporting goods and home furnishings..

The survey also reveals a longer-term shift in people’s attitudes towards shopping. In 2011, 43% of Tallinn residents said that browsing shops and shopping improved their mood, compared with just 26% in 2026. The number of different shopping centres visited by consumers over the previous two months has also decreased slightly compared with 2024. “Just 15 years ago, visiting shopping centres was a leisure activity in its own right for many people. Today, we see that the emotional significance of shopping has diminished, while purchasing decisions have become more deliberate. This means that, beyond offering a good selection of shops and a convenient location, shopping centres need to provide a clear reason for consumers to choose their centre over others,” said Anu Varblane.

As in previous years, H&M and Reserved remain the most preferred retailers for women’s and men’s clothing, while Pepco has retained its leading position in the children’s clothing category for the second consecutive year. Sinsay and Weekend have also strengthened their positions.

One in three residents of the Tallinn metropolitan area visits a restaurant or other food outlet in a shopping centre at least once a month. Lido is by far the most preferred dining option, followed by Vapiano and Hesburger.

Emor conducted the survey online and by telephone between 19 August and 6 September 2026, with 1,287 respondents aged 15–74 from Tallinn and Harju County. The survey is representative of the region’s population in this age group.

Author: Emor

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