Every fourth household buys a Christmas gift in Magasin du Nord

What: Magasin reports significant holiday season traffic with 2.4 million visitors and every fourth Danish household purchasing Christmas gifts at its stores, while identifying key gift trends and most commonly exchanged items.

Why it is important: This performance demonstrates Magasin's enduring relevance in Danish retail, successfully balancing its 150-year heritage with modern consumer needs while effectively managing the critical holiday shopping season.

With nine stores across Denmark attracting over 2.4 million visitors during the Christmas period, Magasin has established itself as an integral part of Danish holiday traditions. The days leading up to Christmas Eve are among the busiest for the retailer, with one in four Danish households purchasing at least one gift at Magasin. According to Purchasing Director Esben Hougaard, while certain items like sock shoes, towels, and men's clothing are frequently exchanged, this year's popular gifts include beauty products, kitchen equipment, and cashmere clothing. The Stanley thermos has emerged as a particularly sought-after item among younger consumers, driven by social media influence. With Danes expected to spend DKK 5,870 on Christmas, Magasin has invested an additional 12 million kroner compared to last year to ensure adequate staffing for customer service.

IADS Notes: Following record Black Friday expectations and the successful launch of its "Small Store" concept, the retailer's position as a key Christmas shopping destination for Danish households reflects its effective blend of traditional retail strength with modern convenience. This success comes amid broader investments in digital capabilities and store network optimization.