These days of humble $5 chocolate Advent calendars seem to be behind us.
Advent calendars have become an extravagant and expensive business.Supplied. Compiled by Jamie Brown.
Today,the countdown to Christmas is an extravagant and expensive business. Candles,perfumes,make-up,skincare,socks,Lego,jams,cheeses,alcohol and even – it seems practically anything is being used to mark the days of Advent.
Many of them aren’t cheap either,with some selling for over $2000 (the Astrid and Miyu retails for $2272). However,they continue to fly off shelves – and quickly. So far this year,four of Mecca’s six available Advent calendars have sold out online (though some remain available in-store).
So,why have Advent calendars,a product long associated with children and subpar candy,become such hot commodities,particularly among adults?
The first Advent calendars can be traced back to,when Lutherans began counting down the days to Christmas by lighting candles,placing straws in Nativity cribs,or reading daily Bible verses. Over time,small toys or sweet treats became go-to contents,both of which were effective in generating excitement among children in the lead-up to Christmas Day.
Tom Bosanquet,director of luxury packaging company,says the content of Advent calendars has significantly broadened in the past 25 years,growing from being almost exclusively confectionery goods to including adult-oriented items such as jewellery,make-up and accessories.
“These are products that are typically given as gifts,so it makes sense to create a collection of gifts that can be given away over the festive season,” Bosanquet says.
For many adults,Advent calendars also remind them of their stress-free childhood Christmases – an opportunity to treat themselves while maintaining an element of surprise.
“The youthful energy and festive excitement of the holiday season is something our customers want to hold on to,and is the biggest driver of demand,” says Mecca’s general manager of merchandise Isobel McNally.
Companies,especially luxury brands,cottoned onto this,recognising the value of offering a selection of product samples to potential customers. Usually advertised as discounted compared to the cost of each product individually,they make consumers feel as if they can experience luxury at a reduced price.
Mecca offers an array of Advent calendars,ranging from Diptyque’s to the slightly more affordable. It even sells a post-Christmas calendar from,which counts down from the 25th to the 31st and retails for $1629.
“The extended offering over the years has meant customers of any age can feel the excitement of opening a small gift each day of the holiday season,which really encourages self-gifting,for customers to treat themselves during what can be a stressful time,” McNally says.
Elsewhere,tea lovers can try T2’s (from $33.60 to $245) while coffee lovers can indulge in. The calendar costs $95.99,and sells for $384,which is approximately $96 cheaper than if you bought each pair individually.
Bosanquet’s company,which designs and manufactures Advent calendars for brands,has seen about a 30 per cent increase in demand year on year. It designs some of the most sought-after Advent calendars,such as Jo Malone’s,which.
Far from the cheap chocolate countdowns which are thrown away at the end of the season,Bosanquet says modern Advent calendars offer longer-lasting products hidden within extravagant – and often multipurpose – packaging.
“For the jewellery brands,we use wood and mirrors to create a box that can be used all year round,” he says. “The calendars themselves provide a unique unboxing experience.”
This has proven perfect for social media,where influencers create series out of rating different calendars’ value. The on TikTok has 7.3 billion views and beauty influencers like Daus Mendoza claim over 9 million views on a single.
“The rise of unboxing content across social media platforms like TikTok has had a real impact on the purchasing habits of our younger customers and is one of the reasons we’ve seen an increased demand for Advent calendars,” McNally says. “These customers love the notion of surprise that comes with opening each day of an Advent calendar and sharing their reactions online.”
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