The online consumer frenzy known as Black Friday is not popular here! It represents big online businesses, phony deals, and globalised produce & marketing - the absolute opposite of what we stand for. Instead, we have “Local Friday”, an initiative driven by the Ærø tourist office.

Local Friday is all about supporting local shops and businesses, which stay open late that evening. So while the unenlightened are glued to their screens and adding to Jeff Bezos’ obscene profits, we are strolling around Ærøskøbing, drinking “gløgg” and buying our Christmas presents here on the island. To add to the “hygge” the lights are all turned off and everything is done by candlelight. Ærøskøbing looks wonderful at any time, but with the streets busy with happy shoppers (no traffic) and the candles flickering in every window, it looks spectacular.

The restaurants join in - we are looking forward to our candlelit gourmet dinner by Morten Arnfeldt at På Torvet!

Additionally, we have the Christmas market the next day, so the decorations and the market stalls are there as well to add to the magic. The market is one of Louise’s responsibilities (as chairperson of the local trade association) – it’s a lot of work but there are plenty of volunteers to help out.

Photos by local photographer Camilla Jørvad.