What: Danish Christmas shoppers are increasingly using both online and in-store channels, with BOPIS enabling last-minute gift fulfilment at Magasin du Nord.
Why it is important: The shift highlights how experiential retail and digital convenience are working together to boost both online and in-store sales during peak periods.
In the days leading up to Christmas, Danish consumers are blending online and in-store shopping more than ever, with Magasin du Nord reporting that nearly 7 percent of December orders are fulfilled through buy online, pick up in store (BOPIS). This flexible approach allows shoppers to secure gifts until late on December 23, reflecting a broader trend toward last-minute, omnichannel shopping. Digital activity is not only driving web sales but also increasing store visits, as customers seek inspiration, advice, and the festive atmosphere unique to physical retail. According to Magasin’s E-commerce Director, Peter Østerhaab, digital and physical experiences are now closely linked, with many shoppers starting their journey in one channel and completing it in another. As delivery deadlines approach, demand for BOPIS rises, while categories such as home decor, kitchen appliances, beauty, and fashion remain popular, underscoring a preference for quality and longevity. Despite the digital shift, the role of physical stores in offering service, advice, and a sense of community remains central to the holiday shopping experience.
IADS Notes: Magasin’s omnichannel performance during Black Friday and Christmas 2025 aligns with wider industry trends, as seen in December 2025 (“Magasin du Nord expects another record-breaking Black Friday,” Via Ritzau), where flexible options like BOPIS and Order From Store led to record sales. September 2025 analysis (“How retailers can de-risk the 2025 holiday shopping season,” BCG) highlighted the resurgence of brick-and-mortar retail, with hybrid shopping and experiential strategies attracting consumers. Magasin’s ability to draw millions of visitors and reach a quarter of Danish households during Christmas 2024 (“Every fourth household buys a Christmas gift in Magasin du Nord,” Via Ritzau) demonstrates the effectiveness of blending heritage with digital convenience. Globally, department stores maintained strong in-store traffic by enhancing omnichannel strategies (“Salesforce highlights USD 1.2 trillion in holiday online shopping,” Techcrunch, January 2025), while December 2024 data (“Five global markets experience increase in holiday retail spending,” Visa) confirmed that integrated digital and physical experiences are setting new standards for holiday retail performance.

Magasin du Nord’s omnichannel retail is driving Christmas shopping and strong store traffic