Christmas goods are already filling Danish store shelves in September 2026, and some households have begun decorating at home well before the season starts.
Shops across Denmark have stocked gnome figures, reindeer and baubles while late summer has barely ended, DR reported on September 25. The broadcaster visited both IKEA and the discount chain Billigblomst in Langeskov on Funen, where Christmas items were already on display.
In southern Odense, Susanne Bjerrum has two banjo-playing mice in Santa hats sitting on the back of her sofa. According to DR, the mice have been there for about six weeks, because she decided to start her decorating early.
Bjerrum told DR that she loves Christmas and described it as a celebration for children. She said the two mice are waiting for company in the living room.
At Billigblomst in Langeskov, shoppers Betina Lund and Anja Olesen had calendar candles and Christmas wrapping paper in their cart. Per DR, Olesen said starting early means avoiding the crowds later in the season.
Shoppers untroubled by the timing
Another customer, Søs Ølund, told DR she finds the early decorations pleasant, even if it is somewhat excessive. She noted a mechanical version of the carol Jingle Bells playing from an electric train in the store.
Ølund added that she is being careful not to buy more. As reported by DR, her household already has five boxes of Christmas decorations in storage.
Anders Conradsen, centre manager at Billigblomst in Langeskov, said staff have spent the past several weeks getting all the Christmas goods onto the shop floor. According to Conradsen, the store carries a large volume of stock, so the items have to be displayed early.
Conradsen also said sales have started well this year. He pointed to business owners buying Christmas goods for their own shop windows as one reason for the early trade.
Back in Odense, the two mice will not stay alone for long. DR reported that Bjerrum owns between 700 and 800 Christmas gnomes, which are waiting to be placed around the house.
Not all of them go on display at the same time. Bjerrum said the collection is divided into categories such as antique Christmas and modern Christmas, because there is no room for everything at once.
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DR’s report featured shoppers and retailers on Funen, and did not include national retail figures for the early Christmas season. The broadcaster did not report any single trigger for the timing beyond stores stocking their goods early.
