It is really no novelty that receives the award for this year's Christmas present in 2020, but the old well-known storm kitchen.

The appointment from HUI Research is made considering how our lives have changed since the corona pandemic hit Sweden and the world.

Swedes have begun to spend more time outdoors, both at home and in nature.

- 2020 has really been a year when we have changed our behaviors in how we meet and we have stayed more and more out in nature to be able to meet our loved ones, says Sophie Nilsonne, analyst at HUI who has chosen this year's Christmas present every year since 1988 .

Emma Hernell, vice president of HUI, says in SVT's Morgonstudion that the pat should reflect our consumption habits.

- We Swedes have sought out nature in these difficult times, she says.

Newly aroused interest

There are several criteria that this year's Christmas present must meet.

Among other things, it must be a novelty or have aroused new interest during the year and be happy to represent the time we live in. This year, it is the pandemic and the increased outdoor trend that HUI has taken note of.

- We have a strong culture of meeting over meals and it persists even in an uncertain time of pandemic.

We have had to find new ways to meet over a coffee or dinner, says Sophie Nilsonne.

Svemester

During the year, many Swedes have vacationed in Sweden, so-called holidays, which has been shown in visitor records on, among other things, many hiking trails.

In addition, sold outdoor equipment such as butter in the sunshine this summer.

But not everyone has engaged in great outdoor adventures.

Many have also made more visits to local parks and green areas than usual, and outdoor activities are expected to continue this winter.

HUI does not want the nomination of this year's Christmas present to be seen as an invitation for everyone to buy that particular product, but rather as a trend investigation.

- We are definitely not trying to drive consumption or society in any particular direction, but it is a reflection of what society looks like, says Sophie Nilsonne.

- There are quite a lot of innovations around the storm kitchen, we will remember this year when you look at it in the future, says Emma Hernell.

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The "Christmas present of the year" has been awarded by the Trade Investigation Institute since 1988 and will reflect the Swedes' current or future consumer behavior.

Photo: CreativeCommons / SVT