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Naming the Christmas present of the year is a tradition that HUI Research is implementing this year for the 33rd year in a row.
Over the years, we’ve offered a number of somewhat surprising options, like last year’s moving box, last year’s recycled garment, and 2014 activity bracelet.
At 06.50, HUI presented the Christmas present of this year 2020: the storm kitchen.
CEO Jonas Arnberg justifies the decision on TV4’s “Nyhetsmorgon”.
– We have discovered Sweden this year. We have not been allowed to go abroad, yet we have discovered Swedish nature. All forms of visits to parks and green areas have broken records. Mountain holidays have broken all previous records, he says and continues:
– It only comes from social distancing and the change we get from it. We have discovered Sweden and it is a pattern of behavior that will persist.
This year’s Christmas gift 2020: Storm Kitchen
Jonas Arnberg further explains that they are trying to point the finger at a trend, rather than what consumers should buy as a Christmas present.
– It must represent the time in which we live. We try to point a finger at a trend.
Last year, this year’s Christmas gift was a moving box, something that may seem like a bygone era with the pandemic.
– Then we try to put our finger on the screen time. Then we could hang out and choose the mobile box to hang up the phone and hang out. Now digitization has saved us and we have never been so digital, says Jonas Arnberg.
Must meet several criteria
HUI writes in its program statement that this year’s Christmas gift must meet a number of criteria. It should be an “analysis of prevailing social trends and a reflection of the current and / or future consumer behavior of Swedes”.
One or more of the following three criteria must be met:
• The product must be a novelty or have aroused new interest during the year.
• The product must represent a high sales value or be sold in a large number of units.
• The product must represent the times in which we live.
DO YOU REMEMBER THIS YEAR’S CHRISTMAS PRESENT FROM THE PREVIOUS YEAR?
1988 Baking machine
1989 Video camera
1990 awakened
1991 CD player
1992 TV game
1993 A fragrance (perfume)
1994 The mobile phone
1996 Internetpaketet
1997 The Electronic Pet
1998 The Computer Game
1999 books
2000 DVD player
2001 The Tool
2002 Kokboken
2003 The Hat
2004 The Flat Screen TV
2005 A set of poker
2006 The Audiobook
2007 GPS receiver
2008 An experience
2009 Spikmattan
2010 The tablet
2011 The prepackaged lunch box
2012 Headphones
2013 The Raw Juice Centrifuge
2014 activity bracelet
2015 The robot vacuum cleaner
2016 VR glasses
2017 electric bicycle
2018 The recycled garment
2019 moving box
