“Årets julklapp” means the Christmas Gift of the Year and an award given to a special product each year by the Swedish Retail Institute (HUI), in time before Christmas.
With the pandemic, more consumers are spending time outdoors and, as such, HUI announced that the portable stove is this year’s top holiday gift Swedes will give this holiday season.
To receive the honor, a product must be a novelty and have received new interest in the year in which it is predicted. It must also have high sales volume, or available in large quantities, and represent the year in which Swedes live.
As more consumers spend time outdoors, the camp stove has become an integral part of enjoying the outdoors. “The so-called ‘storm-kitchen’ became this year’s choice for a Swedish Christmas present because it is a clear example of how much our lives have shifted in 2020. This very sad situation led many people to open their eyes to see how good we feel in nature,” said Per Wååg, global CEO, Primus AB and Brunton Outdoor.
Founded in 1892, Swedish equipment brand Primus has experienced an increase in its global sales of camp stoves and that includes two stove options, the Primus Essential Trail Kit and its Essential Backpacking Stove System.
“Even though we will hopefully return to normal soon, we expect that more and more people will continue to spend both leisure and the holidays outdoors in ways that are safe, sustainable and good for everyone’s health,” concluded Wååg.
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