Swedish shops put Christmas goods out earlier each year

Christmas decorations are appearing in Swedish shops alongside Halloween goods, and the Christmas shopping season is starting earlier, SVT reports.

SVT Verifierar and Lilla Aktuellt looked for signs of Christmas on autumn shop shelves. Their review found that Christmas collections were launched as early as September this year, several weeks earlier than five years ago.

Svensk Handel, a Swedish trade organisation, says the shift is partly because many people do their Christmas shopping during Black Week in November. Svensk Dagligvaruhandel, a grocery trade organisation, points to “novent”, a blend of November and Advent that describes an early start to the Christmas season.

Some people interviewed on a Stockholm shopping street said it was too early to see Christmas decorations. Nine-year-old Elliot Dezsi Majoran said there were Santa hats and decorations everywhere and called it strange. Ten-year-old Julie Rosander said she was happy to start enjoying the season already.