What: Retail Dive published an article on 24th of December discussing the Scandinavian notion of “hygge” and how retail appropriates this notion especially during the holidays.

Why it is important: Department stores are increasingly actually selling “hygge” (lifestyle) without labelling it as such.

The concept of 'hygge,' a Danish term embodying coziness, contentment, and well-being, has become increasingly popular in the U.S., especially around the holiday season. Retailers and marketers are capitalizing on this trend, often linking the idea of hygge with the holiday spirit of togetherness, relaxation, and comfort. While hygge emphasizes simple pleasures and intimate, warm experiences, its commercialization has led to the sale of various products marketed as enhancing or embodying hygge, from cozy home decor to specialized games.

This trend aligns with the broader historical shift of Christmas and other holidays becoming highly commercialized, where the focus often lies on shopping and gift-giving. Experts note that while hygge can be supported by certain products, it fundamentally remains a feeling or experience rather than something that can be bought. The concept encourages appreciating the simple joys of life, often in contrast to materialism.

However, the act of giving thoughtful gifts, which align with the principles of hygge, can contribute to the feeling of contentment and joy. The emphasis is on the thought and care put into the gift rather than its material value. In this way, the principles of hygge can coexist with the practice of gift-giving during the holiday season, provided the focus remains on meaningful, personal connections and the simple pleasures of life.

Can retail sell hygge?