The Swedish gift economy has now been surveyed!

The Swedish gift economy has now been surveyed!

Statistics Sweden (Statistiska Centralbyrån) was commissioned by New Wave Group
Research & Development to undertake presumably the most extensive official
survey in Sweden regarding gifts. The results are presented in the new book
Presenter - när, var, hur och varför (Gifts - when, where, how and why),
published by Kosta Förlag. The title is currently only available in Swedish.

The survey shows, among other things, the amount spent on gifts, and it revealed
that gifts are a considerable part of the Swedish economy. Swedes between 18 and
75 years old, spent on average 5 300 SEK (approx. € 549 given the exchange rate
€ 1 = 9.66 SEK) on gifts during 2007. Approximately 75 % of total spending on
gifts are Christmas and birthday presents. About 2 200 SEK is spent on Christmas
presents and 1 800 SEK on birthday presents. The third largest category is gifts
given without a specific reason (about 600 SEK per person during 2007).

On a national level, Swedes spent about 34.4 billion SEK on gifts during 2007.
That corresponds to approximately 6.1 % of the total retail trade. If stores
selling mainly food are excluded then gifts corresponded to about 9.9 % of the
remaining retail trade.

There is also the additional spending among people younger than 18 years and
older than 75 years. Gifts from companies and organizations (approx. 2.5 billion
SEK) and charitable gifts (approx. 5 billion SEK) must also be added in order to
gain a complete picture of gift spending.  This then equates to a total value of
more than 40 billion SEK for 2007.

The survey from Statistics Sweden also reveals the attitudes to gifts among the
Swedish population. In the main, Swedes like to both give and receive presents.
Nearly 9 out of 10 Swedes think it's positive or very positive to receive gifts
and about 8 of 10 think the same about giving presents. The most important thing
with gifts is that they should be spontaneous, unexpected and personal. Women
like to give and receive presents more than men and women also give presents
considerably more often than men. Above all, gifts make us feel appreciated, and
it is actually the thought that counts…

The book Presenter - när, var, hur och varför can be ordered at Kosta Förlag,
www.kostaforlag.se. New Wave Group Research & Development is responsible for
research, information and education within the New Wave Group AB (publ).

Gothenburg 30 september 2008

New Wave Group AB (publ)
New Wave Group Research & Development

For more information, please contact:
Örjan Sjöling, New Wave Group Research & Development, telephone 0524-283 32,
mobile telephone: 0708-99 80 16, e-mail: orjan.sjoling@nwg.se 

Tomas Jansson, New Wave Group Research & Development, mobile telephone: 0708-99
80 80, e-mail: tomas.jansson@newwave.se