The pre-Christmas shopping marathon is in full swing, and retailers at Ülemiste Centre reveal which items Estonian residents are packing into gift bags with the greatest enthusiasm this year. Surprisingly, some classic Christmas favourites have been given an entirely new lease on life.
Padel equipment for fans of this new sport, robot vacuum cleaners, and televisions with ever-larger screen sizes are just a few examples of what people in Estonia are choosing as Christmas gifts this year. At the same time, timeless classics have not gone anywhere – LEGO, quality jewellery, and good books remain popular choices.
New books and board games
Annika Pilt, Head of Purchasing at Apollo stores, noted that children’s literature and board games have shown the strongest growth in sales. A real hit has been the new Christmas book in Riikka Jäntti’s Little Mouse series.
According to her, Santa’s sack has also made room for Fred Jüssi’s gift book Mõttemustrid, Toivo Tänavsuu’s Arstitudengipäevik, and Mari Ojasaar’s heartwarming children’s book Sõprust otsides. “Among board games, various UNO card games, Hitster, and the new board game 15 Questions, which has quickly climbed the rankings, remain popular,” Pilt added.
Pokémon cards and logic games
According to Karolin Rohesalu, Marketing Manager at XS Mänguasjad, the biggest hit of the year has been collectible Pokémon cards – their popularity has tripled over the past year. LEGO also remains a reliable choice, especially the City series airplane and the flower sets from the Botanical collection.
“For the youngest children, Gabby’s Dollhouse playsets are most often chosen, while among slightly older kids there has been a clear increase in interest in logic games, particularly various versions of the Rubik’s Cube and other puzzles,” Rohesalu added.
Bigger screens and smarter household assistants
Martin Soom, a representative of Euronics, said that TV screen sizes have clearly grown over the years, with 65-inch and larger screens now in demand. As a new trend, robot vacuum cleaners have been added to gift lists. Popular gifts also include gaming consoles such as the PlayStation 5, quality headphones, air fryers, electric toothbrushes, shavers, muscle massagers, and daylight lamps.
Health products and pharmacy cosmetics
Enel Kolk, Marketing and Communications Manager at Südameapteek, noted that pharmacy cosmetics, vitamins, and gift sets stand out among this year’s Christmas gift choices. Sales of cosmetic products have increased by almost one third in December.
“In addition to cosmetics and vitamins, devices for monitoring health indicators are increasingly being purchased as gifts. Blood pressure monitors and inhalers are practical presents that provide a sense of security and are especially appreciated by older people, families with young children, and those who care about their health,” Kolk added.
Sports equipment and an active lifestyle
According to Sigrid Kupenko, Marketing Manager at Sportland, all practical items sell well during the Christmas period. Water bottles are popular, and as a new trend, people are looking for padel equipment. When it comes to footwear, gift recipients dream of Nike Air Force 1 and New Balance 1906R models. For fans of team sports, she recommends the official match ball of the 2026 World Cup.
“If the choice is left to the last minute, people usually grab socks, hats, gloves, underwear – you can safely come even just before closing time. Our sales staff know exactly which gifts are the right ones at the very last moment,” Kupenko encouraged.
Jewellery: emotions to pass down
Kaisa Mõru, Marketing and Communications Manager at Goldtime, pointed out that the most popular Christmas jewellery items are gold earrings and chains – people prefer to give emotions that can be passed down from generation to generation. As Christmas is a popular time for engagements, sales of engagement rings are predictably high.
“Among brands, Swarovski has quickly gained popularity, with the best-selling item being a necklace from Ariana Grande’s collection featuring pearls and Swarovski crystals. In children’s jewellery, Frozen and Stitch motifs are leading,” Mõru added.
Gift cards – the last-minute solution
Tiia Nõmm, Head of Marketing and Corporate Responsibility at Ülemiste Centre, noted that in the week before Christmas, interest in gift cards increases severalfold compared to normal levels. This option allows recipients to choose a gift that suits them best. “If gift shopping has been left to the last minute and there’s no time to get to a store, an e-gift card is always an option – it can be obtained immediately and sent directly to the recipient,” Nõmm recommended.
