Sweden: shoppers intending fewer Christmas gift purchases 2020-2021

Towards the end of 2021, 21 percent of Swedish shoppers aged 65 to 79 planning to purchase fewer Christmas gifts would do so because they would not celebrate Christmas with as many people as usual. That represents a significant decline in comparison to the previous year, when 36 percent of the people in that age group spending less money on Christmas gifts planned to celebrate Christmas with fewer people.

A pandemic Christmas

The outbreak of the coronavirus (COVID-19) pandemic forced many people to change their plans, including those for Christmas. That meant fewer Swedes could spend Christmastime with their friends and family, which is also reflected by a larger share of people who spent less money on Christmas gifts. The pandemic also took its toll on people’s mental health: in Sweden, 30 percent of adults showed symptoms of depression after the pandemic — almost 20 percent more than in pre-pandemic times.

Christmas in Sweden

About four weeks before Christmas, the first Sunday of Advent is celebrated in Sweden. Together with the lighting of the Advent candle on each of the Sundays, many Swedes enjoy “glögg” (hot, spicy mulled wine with blanched almonds and raisins) and “pepparkakor” (gingerbread biscuits). A Christmas tree is one of the most important symbols of what constitutes a real Christmas for Swedes, who look for one and decorate it a few days before Christmas Eve. Food is also an important part of Christmastime celebrations, and a special buffet known as “julbord” (Yule/Christmas table, in a literal translation) is set up for the occasion.