In Finland retailers are not required to refund reduced price items unless the goods are faulty. This practice is backed up by Finnish consumer law, which allows shops to decide whether or not to accommodate customers with buyer's remorse.  Current rules on product exchanges only apply to catalogue sales.

Nina Konu, head of consumer advisory services at the Itä-Uusimaa Local Register Office, says retailers should make their refund policy clear to consumers before money changes hands.

Konu says most retailers have done a good job of clearly stating their policy on sale items. But this hasn't stopped the phones at the consumer service hotline from ringing off the hook this summer, as many buyers are surprised they can’t exchange things they don't want after all.

In her opinion, Finns have "had it too good" with the generous exchange policies in place in many stores.