Some Danish parents are turning children’s Christmas card collections into side hustles. The resale of collectible holiday cards has sparked heated online backlash and become a small but profitable trade.
Trading Cards Turn Into a Holiday Marketplace
In Denmark, the Christmas calendar show *Valdes Jul – Vintermiraklet* has inspired a nationwide craze for collectible cards. Kids swap them in schools, while some adults buy packs and resell duplicates online. In Facebook groups and on local resale platforms like DBA, cards can reach prices as high as 250 kroner each.
For 33‑year‑old Anja Jul Møller from Kolding, collecting has transformed into a seasonal income stream. Each December, she sells leftover and unopened card packs, often earning between 2,000 and 3,000 kroner. She says those extra funds make a real difference to her family budget, especially during the expensive Christmas season when demand for help and generosity also rises, as seen in this record demand for Danish Christmas aid.
Divided Opinions and Online Criticism
Not everyone approves of adults reselling these children’s cards. On social media, commenters accuse sellers of greed and ruining a simple childhood tradition. Møller has faced harsh criticism each time she posts listings, with people calling her opportunistic for profiting from something meant for kids.
Still, others argue that the decision lies with buyers. If someone is willing to pay, resale naturally happens. Retailers like Salling Group, which distributes the collectible cards, say the idea was never to create a resale market. Their goal was to promote festive community and trading among children, not profit-making.
However, once the cards leave the store, the company insists it has no power to limit what buyers do with them. In practice, most resales occur privately, often between parents or collectors, beyond any formal supervision.
Legal Boundaries and Buyer Risks
Under Danish law, reselling collectible cards is legal in the same way as selling any used goods. Standard consumer protection rules apply only partly; there is usually no automatic right to return items bought from private individuals. Buyers should be wary of scams, missing deliveries, or cards that arrive in poor condition.
Consumer advocates remind people that purchases between individuals rely heavily on trust. Unless both parties clearly agree to terms, the buyer has little recourse if something goes wrong. These warnings are especially timely as online secondhand markets grow around seasonal items and collectibles.
Why Are Collectible Cards So Addictive?
According to Lars Konzak, associate professor of information studies at the University of Copenhagen, collecting activates strong game-like instincts. People tend to focus on the few cards they lack rather than those they already own, creating a powerful motivation loop. Each missing piece feels like unfinished business, and finding it provides a dopamine reward similar to that of winning a game.
Once reserved for children, collecting has become a family activity. Parents often join in, sometimes purchasing packs to help their kids complete albums more quickly. This shared enthusiasm also fuels the resale market, turning the playful culture of trading into a small but real economy.
Some sellers recognize the criticism but continue regardless, seeing it as a practical way to stretch holiday budgets. For families facing higher living expenses or limited savings during winter, even a modest profit from selling cards can ease financial pressure.
A Tradition Caught Between Nostalgia and Commerce
While the tradition of swapping cards still thrives in schoolyards, the growing side market reflects how digital forums reshape even the most nostalgic customs. Private Facebook groups now act as miniature marketplaces where collectibles change hands daily. The shift mirrors other modern trends in Denmark’s economy, where seasonal goods often gain resale value when scarcity meets demand.
For Møller and many like her, making a few extra thousand kroner outweighs the criticism. She says she will keep selling cards but stay out of online debates that have grown personal and hostile. In the end, for some Danes, collecting cards remains about family bonding. For others, it is a quick way to make December expenses a little easier to handle.
Sources and References
The Danish Dream: Record Demand for Danish Christmas Aid as Costs Soar
The Danish Dream: Best Grocery Stores in Denmark for Foreigners
TV2: 33-årig videresælger julesamlekort: Jeg kan tjene 3000 kroner
