Wednesday, November 21, 2012

Christmas present 2012: Headphones

Credit: HUI
The Swedish retail research institute, HUI Research, has announced headphones as the Christmas Gift of the Year 2012.
HUI motivates that headphones fill multiple purposes and has become a part of contemporary lifestyle. They are a symbol of today for the mobile and always-online trend where new digital services raises fast and rapidly change consumer behaviour.

Today we have access to music, video, news directly in our smartphones, tablets, laptops, PC’s or MP3 players. We can consume anything at new places and around-the-clock. Headphones are a key driver for utilizing the new technologies and they make it much easier to use the time spent going from A to B much more efficient.

Since 1988 HUI Research has announced a new product each year as the Christmas Gift of the Year. The products have been varied from, small, cheap and expensive. In order for a product to be assigned Christmas Gift of the Year one or more of the following criteria must be met:
  • The product has to be new or have raised new interest that year
  • The product needs a high sales value or have a great number of sold units 
  • The product has to represent something typical of that year
The work of announcing the Christmas Gift of the Year is ongoing throughout the year. A project team is created each year after summer and the Christmas gift is normally announced in november. A compete list of earlier years Christmas gifts can be found here.


Swedish consumers expect to spend about 2200 SEK on Christmas gifts this holiday season according to a new consumer survey conducted by Tradera and Ebay in eleven European countries. More than a thousand consumers aged between 16 and 64 years in each country have been surveyed.
But many of these consumers will be unhappy with their presents and login to popular auction sites to make a better deal. Most popular auction goods are fashion, toys, hobby, home appliances and books. The number of deals on Christmas eve have bubbled in the last years at Swedish Tradera. Christmas present dealing seams to become a new Swedish tradition.


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