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Reviews the trends in Finland towards greater concentration and more hypermarkets, power centres and out‐of‐town centres. Provides the background for a mail survey of 857 householders residing in rural areas surrounding the small municipality of Aura. These residents are subject to the attractions of two nearby shopping developments and three cities. The results revealed that not only the disadvantaged but also affluent, mobile, middle‐aged people very often use the retail facilities located in their home areas. Aura has the greatest market share among the alternative shopping destinations, especially when grocery shopping is involved. The market shares of two nearby shopping developments, but also the market share of Turku CBD, were smaller than expected. Shopping preferences for the nearby developments and cities are greatest for products such as clothes and shoes.