43 per cent of Norwegians bought or made their own Advent calendar last Christmas. This is a decrease of 14 per cent since 2012, according to new SIFO (National Institute of Consumer Research) figures.
“This may indicate that the practice of giving an Advent calendar has reduced in recent years,” says Anita Borch, who is behind the study from SIFO.
The researcher points out that although Christmas is a time for traditions and family reunification, it is also high season for consumption.
“Christmas has always been a bit two-fold. On the one hand the good values with family and closeness, on the other hand commercialism and shopping sprees. There has always been criticism or fear that the commercial should overshadow the real message of Christmas,” she says.
Borch says she is therefore not surprised by the decline.
There are more women who give Advent calendars than men, and it is most common in the age groups 19–26 years and 37–50 years. Most people get Advent calendars for their loved ones or themselves. It was mostly men who gave their partner an Advent calendar last year.
The figures show that more women than men give practical items in the Advent calendar, such as toothbrushes, reflectors and clothing. Men often give a lottery calendar.
Borch believes this is because women have become more socialized into the donor role, and may be better informed about what others in the household need. However, the researcher believes this difference will be smoothed out when younger men get more involved.
© NTB Scanpix / #Norway Today