A survey conducted by Ipsos on behalf of bank DNB has provided some insight into what Norwegians are hoping to find under their Christmas trees on December 24th.
“Fewer people want money and an old favourite has returned,” Silje Sandmæl, consumer economist with DNB, said in an article published by the bank on its website.
Gift vouchers and money topped Norwegians' wish lists last year, but – according to the survey – 2019’s favourites offer a little more sentimentality.
After several years of slipping down the DNB survey wish list, the humble book has returned to the top, sharing first place with the gift card. 27 percent said in the survey they were hoping for either books or gift cards.
“Personally, I'm very happy to receive used books. They are a Christmas present that gives a lot of joy while benefiting both the environment and wallet,” Sandmæl said.
Gift cards or vouchers often end up going unused, according to the survey.
“A few years back, DNB asked Norwegians if they had experienced not using gift cards they received. Three out of ten answered yes. If you give a gift card, you may actually be throwing money out of the window,” the bank’s consumer economist said.
The survey also sets out variations in Norwegian gift preferences based on age and gender.
Men are more likely to wish for electronics, computer or photo equipment. In the 18-29 age group, as many as 43 percent prefer to receive money, while kitchenware is also high on the list.
For people over 40, books, ‘nothing’, gift cards, trips or travel, clothing, sports equipment and cosmetics were the most popular choices.
In the survey, respondents were also asked to state what they planned to buy as a gift for others.
On this question, four out of ten said they would give clothes, with just as many saying they would gift books. 37 percent and 35 percent preferred to give gift cards and money respectively.