Danish retailers launch collectible cards for holiday calendars

Major Danish retailers are introducing collectible card programs tied to this year's popular television advent calendars. SuperBrugsen and Kvickly, part of the Coop group, will distribute cards from the DR advent calendar, ‘Den Store Julefortælling’, starting October 30. Customers can purchase an album for 40 DKK, or receive one for free with a purchase of 250 DKK on November 1.

Simultaneously, Salling Group retailers such as Føtex and Bilka will offer collectible cards associated with the TV 2 advent calendar, ‘I Nissernes Tjeneste’.

While DR Salg suggests the cards encourage face-to-face interaction and provide a physical alternative to screen-based entertainment, the trend has drawn criticism. Regitze Spenner Ishøy, chair of the organization Skole og Forældre, expressed concerns regarding the commercialization of the holiday season, suggesting that the tradition is becoming increasingly tied to consumer spending and where families choose to shop.