In Sweden, Valentine's Day Is Celebrated with Gifts for Loved Ones - eMarketer
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In Sweden, Valentine's Day Is Celebrated with Gifts for Loved Ones

In Norway, Mother’s Day and Valentine’s Day collide

February 12, 2016 | Retail & Ecommerce

Nearly half of internet users in Sweden are planning to celebrate Valentine’s Day, according to a February 2016 survey by Svensk Handel. Of those who intend to do so, 44% will buy a gift for their partner, while 37% plan to stay in and cook a nice dinner. Roughly one-quarter (24%) will celebrate by going out to eat in the evening.

Ways in Which Internet Users in Sweden Plan to Celebrate Valentine's Day, by Gender, Feb 2016 (% of respondents in each group)

Purchasing a present for someone other than a partner was also a relatively common way to celebrate Valentine’s Day, Svensk Handel found. Some 16% of internet users in Sweden said they would do just that, and this number rose to 23% among women. On the other hand, men were more likely to buy a present for their significant other (48%).

Overall, Svensk Handel estimated that Valentine’s Day gift shopping would rake in SEK140 million ($16.6 million) in retail sales in the country this year. Retailers in Sweden consider Valentine’s Day the fifth most important shopping holiday, after Christmas, Easter, Midsummer and New Year, and just before Mother’s Day.

In neighboring Norway, Valentine’s Day and Mother’s Day will fall on the same day this year. The Enterprise Federation of Norway expects total sales for the combined holiday to reach roughly NOK300 million ($37.2 million), which is around the same amount as in 2015. Last year, Mother’s Day sales totaled around NOK55 million ($6.8 million), while Valentine’s Day sales hit NOK250 million ($31.0 million).

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