Gift traditions in Sweden

Sweden — a country of deep forests, countless lakes, and a long, rich history — has a unique and heartfelt tradition when it comes to gift-giving. The Swedish gifting tradition is deeply rooted in the nation’s cultural heritage and reflects the values of community, care, and thoughtfulness. Let’s go deep and explore the warm heart of Swedish society and its passion for making every moment memorable.

Research has shown that giving gifts has a profound impact on our wellbeing and relationships. According to a 2017 study published in Psychological Science, people generally experience greater happiness when they spend money on experiences for themselves or on gifts for others, compared to buying material things solely for themselves. This phenomenon, known as “buying happiness,” connects strongly to the Swedish gift-giving tradition, where both experiences and relationships are highly valued.

During holidays such as Christmas and birthdays, gift-giving in Sweden involves all generations. According to a 2021 survey by Svensk Handel, Swedes spend an average of 2,600 SEK on Christmas gifts each year. This tradition also extends to major life events such as weddings and graduations, where gifts are seen not only as a social obligation but as a way of expressing joy and support for loved ones.

An interesting aspect of Swedish gift culture is the personal touch many gifts carry. According to a 2019 report from Malmö University, handmade gifts and carefully selected presents tied to the recipient’s hobbies or interests are very common in Sweden. This reflects a deep sense of care and understanding of the recipient’s life, strengthening relationships and leaving a lasting impression — something we can truly be proud of!

The Swedish tradition of gift-giving is not just a ritual to get through; it is an expression of love, care, and togetherness. This is why we at Lovebox Sweden do what we do. Our long-term vision is to strengthen human connections — especially in a time when division can often feel overwhelming.

References:

Dunn, E. W., Aknin, L. B., & Norton, M. I. (2017). Spending money on others promotes happiness. Psychological Science, 23(5), 734–743.
Svensk Handel. (2021). Julhandeln 2021: Handelns Utveckling Och Prognos.
Malmö Universitet. (2019). Den Svenska Presentkulturen: En Kvalitativ Studie om Människors Upplevelser och Praxis kring Presentgivande.