Valentine's Day in Sweden: More of a Family Affair - eMarketer

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Valentine's Day in Sweden: More of a Family Affair

Gift giving goes beyond significant others

February 13, 2017 | Retail & Ecommerce

Like Black Friday, Valentine’s Day is another US holiday that has caught on in the Nordic countries—but with a twist. In Sweden and Norway, the day is called “Alla hjärtans dag,” which translates to “All Hearts Day.” In Finland, it is “Ystävänpäivä,” or “Friends’ Day.”

Amount that Internet Users in Sweden Plan to Spend on Valentine's Day in 2017, Jan 2017 (% of respondents)

As the names suggest, Valentine’s Day in the Nordic countries is not just about celebrating a romantic partner, but friends and family as well. It’s little surprise then that 17% of internet users in Sweden polled by Svensk Handel in January 2017 said they would buy a Valentine’s gift for someone besides their significant other this year. Among females, this share rose to 26%.

Still, purchasing a present for a romantic partner was more common, cited by 45% of respondents who planned to celebrate the holiday.

Regardless of who they are buying for, it’s unlikely that Valentine’s Day gift-givers in Sweden will be purchasing any big-ticket items this year. Svensk Handel found that the majority (63%) would spend between SEK100 and SEK500 ($11.68 and $58.40) on the holiday.

Chocolates and flowers topped the list of the most popular presents. Svensk Handel noted that sales of those two items spiked by 90% and 59%, respectively, around Valentine’s Day 2015 compared with an average week.

All told, Svensk Handel found that 48% of the country’s internet users would celebrate Valentine’s Day, up from 44% in 2016.

Jasmine Enberg

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