Swedes embrace novent as new holiday trend ahead of Christmas

As the holiday season arrives sooner each year, many Swedes resonate with the sentiment of an ever-early Christmas. For those who cherish tradition, the first Sunday of Advent serves as a reassuring signal to begin adorning their windows with festive stars. However, not everyone is satisfied with just four weeks of holiday ambiance. The concept of “novent,” which refers to celebrating a form of Advent in November, has gained popularity recently.

Experts question whether “novent” is simply a fleeting trend or something more permanent. Cultural anthropologist Jonas Engman noted that traditions and celebrations are continuously evolving, suggesting a negotiation of what practices are deemed appropriate and acceptable.

If “novent” does catch on, it wouldn’t be the first instance of the Advent celebration transforming into something new. The way Advent is observed today differs significantly from past traditions, highlighting an ongoing shift in festive practices.

This evolution raises interesting discussions about the nature of holiday customs and whether earlier celebrations will influence future practices.