The hygge holiday

What is hygge?

Derived from a Norwegian term meaning “well-being,” hygge has been an integral part of Danish culture since the 19th century, capturing the idea of creating cozy, warm spaces during the long winter months. What began as a survival tactic—huddling by the fire with loved ones—slowly evolved into a philosophy. Today, hygge isn’t just about candles and blankets; it’s about embracing small joys and making every moment count.

The hygge budget at a glance

Hygge products capture the essence of warmth, comfort, and simplicity, transforming spaces and routines into cozy, joyful experiences. Think of soft blankets, ambient candles, and soothing teas—everyday items that invite relaxation and contentment. Let’s take a look at how much shoppers are ready to spend on hygge products.

It seems the cozy comfort of hygge is still taking its time to fully win over holiday shoppers. While a small but dedicated group is ready to go all-in, the majority remain more measured, with more than 90% of shoppers planning to spend less than half of their holiday budget on hygge-related products—including 16% who aren’t planning any hygge spending. This mix of modest enthusiasm and cautious budgeting shows that, for now, hygge is a trend many are exploring but only a few are fully embracing.

The ultimate hygge haven: What’s on the list?

When it comes to embracing the art of hygge, it’s all about surrounding yourself with the right elements that transform a space into a haven of warmth and tranquility. Certain hygge essentials have taken center stage this season and we take a closer look at them.

It’s clear that creating a hygge-inspired environment leans heavily towards tactile comforts and lighting. The cozy warmth of blankets, soft pillows, and the calming glow of lamps are essential to achieving that snug, homey feel. Natural elements such as wood and plants also play a major role, seamlessly blending the outside with the inside.

Meanwhile, there’s a growing inclination toward mindfulness practices, as nearly a quarter of people are integrating services like meditation into their hygge spaces. The trend towards combining physical comfort with mental well-being is shaping a more holistic approach to living Hygge.

The balance of products and experiences

But hygge isn’t just about the physical things—it’s about the experience. We wanted to dig deeper into the “feeling” of hygge and got some interesting revelations.

This shows that, while people appreciate a balanced approach to hygge, there’s still a strong pull toward tangible, comforting products. However, for a significant portion, the heart of hygge remains in creating warm, shared experiences—proving that it’s not just about the material side of things, but also about the moments created with loved ones.

And what better way to understand hygge than directly from those who practice it

In their words

When we asked what hygge means in their daily lives, the responses were heartfelt and varied.

Some found hygge in the simple joys, like “>sharing a home-cooked meal with family” or “watching my favorite TV shows and enjoying snacks in solitude.”

But one response truly stood out, and we loved it: “The fireplace is on as the cold winter weather rages out, but you’re cozy, thankful for those you’re sharing it with… no cares about tomorrow, just the warmth and comfort of the moment.”

But hygge isn’t for everyone. While many embrace it, some remain skeptical. One respondent summed it up simply: “just another minimalist fad.”

In fact, 21% of people we surveyed believe that hygge may actually encourage over-consumption rather than mindfulness.

Wrapping up the warmth: Hygge done right

As we fill our homes with cozy blankets and glowing candles, it’s important to be mindful of how we consume and to practice hygge with an eco-conscious mindset. The good news? The two can easily go hand-in-hand. From sustainably sourced textiles to energy-efficient lighting, hygge can offer comfort without compromising sustainability.

Whether it’s spending warm moments by the fire or enjoying a movie with loved ones, hygge reminds us of the simple, meaningful moments that make the holidays special. So, how will you embrace hygge this season?