Christmas gifts for a total of SEK 24.5 billion.
This is the trade association Swedish trade’s forecast for the Christmas trade this year.
24.5 billion, yes, that’s how much we in Sweden will spend on Christmas presents this year according to the Swedish trade forecast.
Photo: HENRIK ISAKSSON / IBL
The sum, which is based on a consumer survey in which 2,000 people participated, thus shows a certain increase compared to last year when the estimate was 24 billion, converted into today’s money value.
At the same time, 57 percent of the respondents state that they will buy an unchanged number of Christmas presents this year, one in four assesses that there will be fewer and only 12 percent assess that there will be more purchased presents this year.
In 2025, there have been repeated reports about Chinese trading sites such as Temu and Shein. However, the interest from Swedish consumers to shop via the sites is basically unchanged. Almost one in five respondents answered that they intend to shop from one of the companies.
“It is worrying that the ultra fast fashion trend is continuing,” says Maria Mikkonen, chief economist at Swedish Trade in a press release.
