What we give as gifts and what we ask for isn’t just a matter of tradition or consumerism—it reflects the stages of life, generational divides, and the economic climate. Why do analog toys hold their own against digitalization? And how do recurring global crises affect our desire to celebrate love in February?
In this episode, Torbjörn talks with Bril Ivarsson, an analyst and gifting expert at Svensk Handel, as well as retail analysts, about Swedes’ actual gift-giving behavior based on data from Novus and Svensk Handel.
The conversation shifts from micro-behaviors to the big-picture context:
- A Wish List Throughout Life: From childhood cars and Legos to young adults’ search for home decor and older adults’ longing for peace and quiet and books. Why is the cell phone now considered a basic necessity rather than a Christmas gift?
- Young People Face Structural Barriers: Today’s young people are driven and eager to take on responsibility, but historically high housing prices are delaying their transition into adulthood and their broader engagement in society.
- The February Crises and Valentine’s Day: How events ranging from the pandemic to geopolitical unrest have shaped the celebration—and why, in uncertain times, consumers are choosing simple, safe classics like dinners and flowers (even for dads).
- Genuine Sales Growth and an Upturn in 2026: Why Valentine’s Day provides a genuine boost to retail—unlike the shifts in consumer spending seen around Easter—and how lower interest rates, subdued inflation, and a stronger krona offer grounds for cautious optimism.
A multifaceted conversation about empirical evidence, consumer psychology, and how societal values shape the way we face the future.