Women in Denmark tend to spend more in department stores than men, but on December 23 the pattern flips as men rush to buy last-minute gifts. New figures reveal how holiday shopping habits differ between genders throughout the year.
The Only Day Men Outspend Women
Throughout 2024, Danish women spent more money than men in department stores almost every day. However, there was one exception—the day before Christmas Eve, December 23. On that date, men’s spending narrowly surpassed women’s by an average of half a krone. The data from Danske Bank shows that this has been a consistent trend in recent years.
Privately, many men seem to postpone their gift-buying until the Christmas rush. According to economic analysts, the numbers suggest that a significant share of men head to the stores right before Christmas to finish their lists. Women, on the other hand, plan their purchases earlier in the season and spread them over time.
Women Shop Earlier and Smarter
In contrast, women make their largest spending peak about a month before Christmas. The surge lines up neatly with Black Friday. This shopping holiday has become an important moment for Danish consumers, especially women, who use it to get ahead on both gifts and personal purchases.
The data indicates that women buy a lot of toys during this shopping period, a category often linked to holiday presents for children. Even though it is likely not limited to gift-giving, these early shopping habits reveal how women prepare long before men even start considering their Christmas lists.
How Men and Women Spend Differently
Across the rest of the year, spending patterns show clear differences. Women generally spend more in department stores, on clothing, accessories, and gifts. Men, on the other hand, tend to spend more on services, maintenance, and fixed expenses—categories often tied to higher overall incomes.
Interestingly, women rarely spend more than men in hardware stores. This difference highlights how distinct shopping priorities and lifestyle needs can shape consumer behavior in Denmark.
Department Store Shopping Still Central
Department stores across Denmark, from iconic brands in Copenhagen to regional favorites, remain central to holiday and everyday shopping. For anyone relocating or visiting, the bustling Christmas energy can be seen clearly in these stores, where men and women fill their baskets with very different items.
As December progresses, the shopping landscape changes fast. By December 20, female spending typically drops while male spending rises sharply. On December 23, men dominate the checkouts. It appears that, year after year, this pattern repeats: men wait for the Christmas deadline, while women are long done by then.
While gender-based differences in shopping might seem minor, they offer insight into time management, purchasing behavior, and cultural habits. The balance of when and where Danes spend their money paints a detailed picture of how traditions and practicality meet during the busy Danish holiday season.
Changing Consumer Culture
Even though Black Friday has originally been an American event, Danish consumers have embraced it quickly. The result is a new shopping rhythm centered on November discounts and December deadlines. For some, the appeal lies in getting better deals and avoiding stress. For others, the habit of last-minute buying is hard to break.
Because of that, the data might reflect more than just spending differences. It may point to broader lifestyle patterns, from how early people plan their holidays to how traditions influence financial decisions.
Whether at a major department store chain or a niche boutique, Danes continue to show unique shopping behavior that mirrors their balance between efficiency and spontaneity.
Sources and References
The Danish Dream: Shopping in Copenhagen – Comprehensive Guide for Expats
The Danish Dream: Best Department Stores in Denmark for Foreigners
DR: Kvinder bruger generelt flere penge end mænd i stormagasiner – bortset fra én dag om året
