A retail specialist with Postnord Sweden, Jan Jakobsson, tells news agency TT: "There is a general trend that the Christmas trade has been brought forward."
Jakobsson points to two reasons why Christmas trading occurs earlier and earlier, both online and in stores. He says: "One reason is that you want to spread out the stress. Another reason is that there is a greater feeling of pleasure if you are done in good time, then the shopping experience a thing to be enjoyed in itself."
Postnord Sweden has conducted a survey showing that four out of ten Swedes expect to have bought most of their presents before 10 December. Among those who are Christmas shopping online, four out of ten say they will have completed the majority of their shopping in November.
"We are also seeing that more and more people are buying goods from abroad, mainly from the US and the UK. There, they attract customers with aggressive offers in late November, and it may be time for Swedish companies to invest in the same strategy," says Jan Jakobsson.
One obvious explanation for the early shopping is that people want to be sure that the packages will get there on time before Christmas Day.
"The companies order later than consumers think. Most of the e-retailers say they can handle deliveries until December 19," said Jan Jakobsson.