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Three working days between Christmas and New Year

We were planning a New Year collection until someone opened the calendar. Between Christmas Eve and New Year's Eve 2026 there are three working days, and that redrew the whole launch.

Published May 13, 2026Francisco Enequi

The first collection is called Frans och Fest and is made for New Year. Selling it into New Year was obvious, right up until we counted the days.

Christmas Eve 2026 is a Thursday, 24 December. New Year's Eve is also a Thursday, 31 December. Between them sit 28, 29 and 30 December. The carriers do not run 25 to 27, and not on the 31st.

There is no New Year rush to sell into. There are three days when a parcel can move.

What that changed

The Stockholm archipelago at 59 degrees north. Six rows of islands lie behind one another in receding haze over a lead-grey sea, with low saffron sunlight from the right and a black rock in the foreground.
Stockholms skärgård på 59 grader nord. Sex öräder ligger bakom varandra i sjunkande dis över ett blygrått hav, med lågt saffransgult solljus från höger och en svart berghäll i förgrunden.

The collection has to land as a Christmas present and not as a New Year purchase. That moves the whole centre of gravity four weeks earlier and makes December the commercially most important month instead of the last week of the year.

DateWhat happens
5 to 12 November 2026Launch at full price, ahead of Black Week
23 to 29 NovemberBlack Week. Presence yes, percentage discount no
1 to 18 DecemberThe gift phase. Commercially most important
18 to 21 DecemberLast safe order
28 to 30 DecemberThree working days. Gift cards and courier in Stockholm

The price anchor is set before Black Week

A price shown for the first time during a sale week is not a price, it is a discount. So we launch at full price in early November, with two weeks of margin before Black Week starts. We give no percentage discount in the first year.

  1. Launch at full price at least two weeks before Black Week.
  2. Hold the price through the whole sale week and say why.
  3. Put all campaign weight into the gift phase, 1 to 18 December.
  4. Confirm the carriers' last dates in October, not in December.

Sources

  1. Marknadsföringsplan, kapitel 12. FRANS ANDRÉ, internt underlag, 2026-08-05.
  2. Almanacka 2026. Sveriges officiella almanacka, 2026.

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