Myrorna Second Hand Christmas Gift of the Year 2026: Toy Chosen as Holiday Gift Pick, Digi Mart USA News (Sweden): A toy does not have to be new to become someone’s new favorite. For that reason, Swedish second-hand retailer Myrorna has named the toy its Second Hand Christmas Gift of the Year 2026.
Myrorna’s annual Christmas survey also shows that many Swedes are thinking about how much children receive for the holidays. More than half say children generally get too many Christmas gifts, and roughly the same number say they spend somewhat more on children’s gifts than they actually want to.
According to Myrorna, a second-hand gift is a way to create holiday joy while making the Christmas budget go further. Toys are among the most obvious holiday gifts, with children wishing for dolls, stuffed animals and train sets.
Myrorna says the toy stands out as a second-hand gift because it suits many children and because there is already a large selection to choose from. In its stores, toys that have barely been used sit alongside older favorites waiting to be played with again.
Many classics and newer favorites are often available at prices that help the holiday budget go further.
“The nice thing about toys is that they don’t lose their value just because someone else has played with them before. A puzzle isn’t any less challenging because it has already been put together, and a stuffed animal isn’t any less loved because it has had an owner before,” said Caroline Andermatt, CEO of Myrorna.
Myrorna’s survey found that 55 percent of Swedes agree to a high or very high degree that children generally receive too many Christmas gifts. Including those who agree to some extent, nearly nine in ten agree.
In addition, half of Swedes (51 percent) at least partly agree that they spend more on children’s Christmas gifts than they actually want to.
“Many people want to give children a really nice Christmas, but feel pressure to buy new, expensive items and more than is necessary. A second-hand gift makes it possible to find unique and personal things at a lower price,” Andermatt said.
The survey also shows that second-hand Christmas gifts have strong support among Swedes. Nearly two-thirds (63 percent) could imagine giving a second-hand Christmas gift, while 54 percent would like to receive one themselves.
When it comes to children’s gifts, many believe the fun does not depend on whether a toy is new or used. Nearly half (48 percent) agree to a high or very high degree that children are just as happy with a second-hand gift as with a newly purchased one.
Including those who agree to some extent, the share rises to 75 percent.
Myrorna selects a Second Hand Christmas Gift of the Year annually to inspire more people to explore buying used goods. This year’s choice, the toy, was selected because of its large selection, low prices and ease of buying second-hand rather than new.
Previous picks were a painting in 2022, a vinyl record in 2023, a book in 2024 and a candleholder in 2025.
The survey was conducted by Insight Distillery on behalf of Myrorna. A total of 1,010 people aged 18 and older in Sweden were interviewed online via Norstat’s online panel between September 22 and 29, 2026.
The sample is nationally representative by gender, age and geography, and the results have been weighted.
Myrorna is one of Sweden’s largest and oldest second-hand operators, with about 30 stores and a webshop holding more than 1,200 auctions a week. All financial surplus from sales goes to the Salvation Army’s work for people living in vulnerable situations in Sweden.
