Retail and beauty advent calendars have taken off for good reason. During a stressful time of year, they offer a moment of self-gifting that feels extra special, every day. It’s the ultimate self-care ritual – an elevated holiday version of that $8 oat milk latte you know is a splurge but can’t resist for the joy it brings. And the nostalgia doesn’t hurt—at a time when comfort and familiarity are top of mind, this seasonal tradition hits all the right notes.
Once just chocolate-filled countdowns for kids, these calendars are now coveted treasures for adults, offering a deeper dive into favourite brands or product categories. The rising demand has turned them into hot-ticket items, complete with waitlists, pre-orders, and resale markups. Scarcity fuels the allure. Boots’ 2019 calendar drew a 226,000-person waitlist, while Anthropologie’s sold out so fast people were flipping it on eBay for double the price. BEAUTY BAY launched its calendar as early as August – are we talking a Yeezy Boost drop or a Boots advent calendar?
And let’s not underestimate the power of presentation. Would the beauty industry even exist without its obsession with gorgeous packaging? Advent calendars are no exception; the unboxing experience is half the appeal. Brands must recognize that the joy of opening a tiny, beautifully wrapped gift is as important as discovering what’s inside. Many are also embracing reusability, adding a sustainable edge that extends a customer’s positive association with a brand—like Barbara Sturm’s calendar, which cleverly doubles as a jewelry box.
But it doesn’t stop there. Brands are leaning into massive surprise-and-delight moments that elevate the magic, like Elemis London slipping £1,000 Golden Tickets into 15 calendars. Others are transforming what was once a simple product sampler into full-fledged immersive brand experiences.. Selfridges’ comes with a beauty concierge gift card, Harvey Nichols’ offers vouchers for a facial treatment and Fenty Beauty masterclass, and Sephora’s calendar features 24 QR codes unlocking exclusive tutorials.
Advent calendars are being snapped up by those who either love your brand or love a specific category. This season, we’re seeing a shift in consumer preference: instead of “multi-commodity” assortments, shoppers are gravitating toward “single commodity” niche obsessions. Interest in “beauty advent calendars” has grown steadily over the years, with searches climbing in 2022 and 2023. Over the past three months, advent calendar searches tied to “perfume” skyrocketed by +1,288%, with “men’s fragrance,” “Korean skincare,” and “haircare” all seeing triple-digit growth.
A premium price means high expectations, and as always, consumers are not going to take a let-down without a backlash. Consumers expect an experience that’s above and beyond what they are paying back in little gifts, demanding, “take care of me, surprise me, and make it worth it.” For brands, the stakes couldn’t be higher – advent calendars aren’t just products; they’re reflections of the brand itself. Missteps that fail to respect the cost or the customer relationship can quickly erode trust and loyalty, as some high-profile failures have shown. Earlier this year, Sephora’s much-anticipated calendar made headlines for unfavorable reasons. TikTokers who redeemed their Beauty Insider points (2,500, to be exact) shared their disappointment with the “undesirable” products inside, describing items like hair clips and scrunchies. In 2021, Chanel infamously drew backlash for their $825 calendar that offered stickers and a paperweight. The luxury brand hasn’t released one since.
In 2024, of course, it’s not all high-end. With an appreciation for just how pinched people are feeling, advent calendars are adapting to meet consumers where they are. As brands recognize the desire for these special experiences are as strong as ever, we’re seeing more affordable and tiered options emerge. They’re recognizing that everyone deserves a piece of the self-indulgent calendar, even if they don’t have means to pay for high-end.
At the heart of this all lies a simple truth: attention to detail and respect for the consumer relationship are non-negotiable. In a category where excitement, anticipation, and perceived value are everything, brands that fall short risk losing far more than a sale – they risk their reputation. Advent calendars are no exception.
For more insights on this topic read the original article on: https://www.glamour.com/story/why-is-everything-an-advent-calendar-now