Even though many Danes like the idea of receiving secondhand Christmas gifts, few are willing to give them. A new survey shows that traditional gift habits remain dominant despite growing interest in sustainability.
More Danes Say No to Giving Secondhand Presents
A new Megafon survey has revealed that just one percent of Danes mainly plan to give used Christmas gifts this year. Over 70 percent say they will only buy new presents, even though more than half say they would gladly receive something pre-owned.
The numbers show only minor change since 2022, when 93 percent avoided giving used gifts. By 2025, the number has dropped slightly to 91 percent. That means only two percent have become more open to giving used items.
For a country known for its strong environmental awareness and well-developed thrift culture, the statistics may surprise some. The Danish holiday season, packed with social gatherings and traditions, still revolves around gift-giving that often signals care, thoughtfulness, and financial effort.
Rising Sales in Secondhand Stores
Meanwhile, secondhand chains like Red Cross Denmark report record December sales. Interest in buying used is growing, particularly for household goods, jewelry, hair accessories, bags, and home décor. People seem increasingly conscious of overconsumption during the holidays.
The organization has also launched a gift card for pre-loved items, with Danes already purchasing around 250,000 kroner worth this year. Secondhand products can be more personal and unique than mass-produced gifts, but they require additional time and effort to find, something that many busy shoppers may not have as Christmas nears.
Why the Gap Between Giving and Receiving?
So why are many comfortable receiving used goods but hesitant to give them? Experts say it is about social signals. Gift-giving plays an important role in showing affection and respect. That can make it difficult to hand over something not brand new if the receiver might interpret it as less valuable.
Gifts often reveal how people perceive each other in a relationship. Parents, for example, tend to give generously to children, while kids can give something homemade or inexpensive, like a decorated milk carton, without causing discomfort. Between adults, however, expectations are different.
That imbalance can make gift exchanges tricky. No one wants to appear stingy or risk making others feel awkward about receiving a cheaper or used item. Because of that, many Danes prefer to buy new gifts, often from wish lists or popular online platforms, even though they support the idea of sustainability.
Time Pressure Plays a Role
December is a hectic month in Denmark. Between family gatherings, work events, and travel, people tend to take the easiest route—clicking “buy” online instead of spending hours browsing in thrift stores. That convenience often outweighs the desire to shop sustainably.
Red Cross Denmark believes that time pressure is the main reason behind the numbers. The organization still sees optimism in the trend: even a small percentage moving toward secondhand shopping indicates that perceptions are slowly shifting.
Interestingly, this change also reflects broader lifestyle values shaping modern Danish culture. Sustainable living is now visible in clothing, housing, and food choices, but the sentimental nature of Christmas gifts makes tradition harder to break. Still, younger Danes may lead future change as environmental consciousness keeps rising.
A Cultural Balancing Act
Gift-giving in Denmark is as much about social understanding as it is about generosity. People navigate expectations carefully to maintain equality and avoid embarrassment. A used gift might carry environmental meaning but could also risk being misunderstood if the emotional balance between giver and receiver is off.
Because of that, most Danes still prefer to receive used gifts rather than give them. The custom may evolve over time as attitudes toward consumption continue to shift, yet for now, the Christmas tree in Danish homes will likely still be surrounded by store-bought presents wrapped in shiny new paper.
Sources and References
The Danish Dream: Celebrating Danish Holidays: Guide for Expats
The Danish Dream: Shopping in Denmark for Foreigners
TV2: Flere danskere vil ikke give genbrugsgaver
