One in four Danes plan to exchange a holiday gift this year, with stores expected to handle returns worth about 600 million kroner, according to new data from Dansk Erhverv.
Large-scale gift exchanges after Christmas
When Danish stores reopened following the Christmas holidays, crowds returned not just for sales but also to exchange gifts. A forecast from Dansk Erhverv found that around one in four Danes expect to swap at least one present this year, amounting to hundreds of millions of kroner in exchanged items.
The prediction is based on a survey conducted by research firm Norstat among more than 2,000 Danes just after Christmas Eve. Those results were combined with an estimate of the total value of this year’s holiday shopping.
According to the data, clothing tops the list of items most frequently exchanged. Whether it is due to the wrong color, fit, or style remains uncertain. About 39 percent of respondents said apparel was the main category they intended to return.
Home décor and electronics follow close behind
After clothing, home décor items were the second most returned category, while electronics, shoes, and beauty products shared third place.
Interestingly, the rules for returns and exchanges differ across stores. In Denmark, there is no legal right to exchange items bought in physical stores. Still, most retailers voluntarily offer either a refund or store credit. Policies vary, with some allowing exchanges for only two weeks and others extending the period through the end of January.
Shoppers are encouraged to double-check the exchange slip or receipt for specific terms. A clearly marked exchange policy can make all the difference, especially during one of the busiest shopping periods of the year.
On the other hand, purchases made online are covered by a guaranteed 14-day right of withdrawal. Many Danish webshops extend this return window or add their own exchange policies to accommodate gift returns after Christmas.
How holiday returns support business
While stores might seem burdened by the high number of returns, many retailers see opportunity in the process. Surveys show that roughly one in four customers who exchange gifts in person end up spending the refunded amount directly in the store. About one out of eight even spend more than the original gift value.
Because many Danish shops launch major sales during the week between Christmas and New Year, the timing of gift exchanges often encourages extra purchases. This pattern turns the busy return season into a small boost for retail turnover.
For foreigners living in Copenhagen or visiting during this time, navigating the local retail scene can be easier with practical resources like shopping in Copenhagen. Knowing how exchange policies differ can help customers make better choices and avoid holiday frustration.
Return culture rooted in Danish shopping habits
The strong emphasis on fairness and flexibility is part of Denmark’s broader retail culture. Customer service expectations remain high, especially around holidays. Danes often prefer physical stores for returns because in-person exchanges can be quicker and more flexible compared to mailing packages back to online retailers.
At the same time, a growing number of Danish consumers appreciate the convenience of online return labels and extended return options provided by many e-commerce platforms. Both trends reflect a shift in how people shop and exchange gifts, balancing tradition with convenience.
What to expect next holiday season
As the survey shows, Denmark’s gift exchange season is unlikely to slow down anytime soon. The combination of high gift spending and flexible return options keeps the process active well into January.
In the end, exchanging gifts has become a natural follow-up to Christmas in Denmark, blending practicality with the spirit of giving. For retailers, these returns not only represent a logistical challenge but also a valuable opportunity to reconnect with customers, drive additional sales, and maintain goodwill during the festive season.
Sources and References
The Danish Dream: Shopping in Copenhagen – Comprehensive Guide for Expats
The Danish Dream: Shopping in Denmark for Foreigners
DR: Hver fjerde af os vil bytte julegaver
