Independent University Newspaper
Copenhagen Business School

Popular searches:

Independent University Newspaper

Copenhagen Business School

Top 10: What’s under the Christmas tree this year?

Christmas Eve is fast approaching, and for the well-organized the last presents are already in. But what items are trending this year? Two CBS researchers know the answer. PhD Fellow, Niels Buus Lassen and Associate Researcher, René Madsen have trawled Google for this year’s most sought-after gifts to make a top 10 list. Maybe some of them will be under your tree too?

Guide |   12. Dec 2018

Anne Thora Lykkegaard


Christmas shopping. It doesn’t matter if you love it or loathe it – either way, it has to be done.

Sometimes it’s easy: you’re just handed a list. At other times, you have to switch on the sixth sense: What do they want this year? Michelle Obama’s biography? Cool pajamas? Or that Bluetooth speaker?

CBS WIRE asked PhD Fellow, Niels Buus Lassen and Associate Researcher, René Madsen from the Department of Digitalization at CBS, to trawl Google’s search engine and make a list of the 10 top-trending Christmas gifts this year.

They used the tool, Google Trends, which is an algorithm to figure out what Danes search for when looking for Christmas gifts.

They used the Danish search terms, ‘Julegave’, ‘Julegaver’ and ‘Juleønsker’ (Christmas gift, Christmas gifts and wishes for Christmas), as they are the most used, according to Niels Buus Lassen. He explains that they used Google because 80-90 percent of all internet searchers are made through this search engine.

“I’m not going to put my head on the block, but most of the listed items we have on this list will be under the Christmas tree. However, this list was made on December 10, so we only have data from some of the people who buy presents in the final days running up to Christmas. But this gives us a pretty good idea of what’s trending this year,” says Niels Buus Lassen.

Maybe some of these nifty gifts will be under your Christmas tree this year too?

Niels Buus Lassen and René Madsen’s TOP 10

1: Apple Airpods

“There’s no doubt that Apple Airpods are a hit this year. They showed up in all of our searches,” says Niels Buus Lassen.

“I read somewhere not long ago that Apple is aware that iPhone sales are stagnating. So now they’re focused on iPhone accessories instead. Also, they know that people will keep throwing either one or both of the Airpods away, so they need to buy new ones – maybe even a few pairs per phone,” says René Madsen.

2: Google Home

This summer and autumn saw Google Home – the loudspeaker combined with Google Assistant – a lot of publicity in Australia and the USA. And all that hype has resulted in a second place on Niels Buus Lassen and René Madsen’s top 10 list. 


The loudspeaker company, SONOS also features on the list of trending Christmas gifts this year. Bluetooth speakers are in general, according to Niels Buus Lassen and Rene Madsen, trending this year.

“It’s worth mentioning that SONOS was more sought-after on Black Friday compared to Google Home. However, for Christmas Google Home overhaul SONOS,” says Niels Buus Lassen.

4: Tablets

Tablets, especially iPads, continue to be favored Christmas gifts.

5: Smartphone

Although many smartphones cost several thousand Kroner, they’re still among the top Google searches on the list. Especially around Black Friday.

“A lot of people bought new smartphones on Black Friday; however, many of those are likely to end up under the Christmas tree,” says Niels Buus Lassen.


6: Vibholm – Maanesten

The jewelry company, Vibholm is topping the list with their collection ‘Maanesten’.

7: Anni Lu

Jewelry from the Danish company, Anni Lu will definitely be found under Denmark’s Christmas trees this year.

In general, jewelry is trending; however, one jewelry firm is conspicuous by their absence from the list, points out Niels Buus Lassen.

“Pandora has previously been very trendy and people would buy a lot of it. However, this year, Pandora is not even on the list. But that’s the thing with trends. Some years it’s hot, others it’s not,” he says.

8: Urban Outfitters

You might wonder why the retailer Urban Outfitters is on the list. According to Niels Buus Lassen, Christmas gift shoppers have searched for Urban Outfitters an awful lot; however, they can’t quite tell what people are actually buying there, as you can get clothing, home décor and electronics.

Then you might be wondering why stores like H&M and Zara are not on the list. Niels Buus Lassen explains:

“It’s obvious that gifts from H&M and Zara will be under the Christmas tree, but the reason they don’t show up on this list is because people already know what they can find in H&M and Zara. They don’t have to google it beforehand. But they have to google what they can buy at Urban Outfitters, which is one of the reasons why that store is trending this year,” he says.

9: Gift cards

A classic for those who don’t have a Christmas wish list.

10: Experience gifts

“This is a nice way to give away DKK 500,” says René Madsen about experience gifts, such a brunch for two, parachute jumping or tickets to the movies.

That’s weird

René Madsen and Niels Buus Lassen used the words Christmas gift, Christmas gifts and wishes for Christmas in order to make the list of Google trends. But obviously, things other than this year’s trending Christmas gifts showed up in their search.

“People have asked Google where the tradition of Christmas gift-giving originates,” says Niels Buus Lassen who found himself scratching his head when the following showed up:

“For some reason, the companies Danfoss and Novo Nordisk seem to trend in the searches for Christmas gifts. And it seems that the staff at Novo Nordisk have been given Kaj Boyesen’s Monkey made out of wood this year. And apparently, some don’t like it so they are reselling it online, which is why it has gained a lot of hits,” he says.



Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Top 10: What’s under the Christmas tree this year?by

  • News

    Staff layoffs: What happens if you’re fired

    The clock is ticking. On Thursday morning (5 October), CBS employees will know if they are up for dismissal or not. But what will happen on the day? What emotional stages are you likely to encounter? And who will be there to pick you up when you are feeling the blow of being laid off? CBS WIRE has talked to HR and the consulting agency Actief Hartmanns to provide you with answers.

  • News

    Network, network, network – CBS graduates advise on getting your first job

    There are many approaches to finding your first job. Three recent CBS graduates talk about how they landed theirs. Their approaches were quite different, yet they all highlight networking as a key element.

  • News

    A-Z of the dismissals

    In these final days of September, the fate of a number of CBS employees is being decided. The final amount of money saved on salaries via voluntary severance agreements (aka redundancy packages, Ed.) and senior agreements will be known.  After this, the actual number of employees up for dismissal will be decided by management – and then the individuals will be selected.

  • News

    Layoffs break the crucial trust between organisation and employee

    CBS is laying off a number of employees soon, which will affect our university in different ways. When employees are fired without having done anything wrong, it shatters the trust between the organisation and employees, while also taking a toll on productivity, according to a CBS expert. Layoffs also affect the ‘survivors’, who are forced to adapt to a changed workload and the loss of cherished colleagues.

  • News

    Here to help – at the touch of a button and at Campus Desk

    Exam anxiety? Lost student card? I’ve wedged my car between a Fiat 500 and a lamp post, can you help? You never know what you’ll be asked next. But that’s just how the Campus Desk team like it. And if they can’t fix your problem, they’ll know someone who can. CBS WIRE asked the team about the whole range of topics they advice on every day.

  • Gif of the week
  • News

    CBS Quiz Time: Unraveling the success story

    A successful university environment such as CBS is often associated with academic pursuits, but campus life extends far beyond the classroom. At CBS Quiz Time, a student society motivated by creative thinking and social engagement, students join in a refreshing range of creativity, excitement, and social interaction. CBS WIRE talked to Celine Møller-Andersen to find out about the society’s vision, strategies and the factors that are driving its rapid expansion.

  • News

    Why so sudden? The CBS financial crisis explained

    Employees and union representatives have posed many questions in the wake of the 17 August announcement of a firing round. In this interview, University Director Arnold Boon explains how Senior Management has been working with the budget and a change of financial strategy since the fall of 2022, and why layoffs are now necessary.

Follow CBS students studying abroad

CBS WIRE collaborates with

Stay connected