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November 13, 2025
Which Brands Are Missing the Boat on Advent Calendars?
In a recent report issued by Gabriela Barkho of Modern Retail, the concept of one time-honored holiday tradition — the Advent calendar — was thoroughly discussed, most notably its continuing popularity with contemporary consumers.
“These days, Advent calendars build off the popularity of ‘little treat culture.’ Brands are now selling Advent calendars that contain everything from wine to jams to skin care to pet treats. Some have become coveted status symbols, especially those that are put out by luxury players like Diptyque and Dior Beauty,” Barkho began.
“And even as more brands enter the category — Red Bull and Kraft Natural Cheese are releasing Advent calendars for the first time this year — there are few signs that shoppers have hit Advent calendar fatigue,” she added.
Barkho then pivoted to note that even as raw volume of Advent calendars trends upward, signaling increased demand, the profit made from these was only one positive outcome of the product (the other being the amount of social media attention and customer engagement generated by the proliferation of said calendars).
The example of Spunky Pup was given, with the brand having sold 1.2 million Advent calendars so far in 2025 — largely through major retailers such as Petco, PetSmart, and Costco in addition to independent merchants through Faire. Gracie Myers, head of sales and marketing at Spunky Pup, noted that the calendars were so popular with shoppers that the company was producing them year-round, and also that the company was considering reworking the concept to fit other holidays. Three different calendars — for Valentines Day, summer fun, and Halloween — were mentioned as potential candidates, with tariffs temporarily halting plans for the former two.
Advent Calendars Are Now a Year-Round Trend, Representing Untapped Growth Opportunity
Barkho cited Jen Burke, CRO for Faire, as stating that contrary to popular belief, Advent calendars were emerging as a year-round retail opportunity.
“Retailers are now searching for Advent calendars year-round. Even in January of this year, more than 100 retailers searched for the term ‘Advent calendar,’” Burke said, adding that beauty and self-care calendars were consistent winners within the category.
The first real big surge begins in August, with retailers scrambling to lay hands on inventory as influencers and brands start showing off their exclusive calendars.
Kirthi Kalyanam, a distinguished professor and executive director of the Retail Management Institute at the Leavey School of Business at Santa Clara University, echoed some of Burke’s points, underscoring the centrality of the daily treat element as well as the potential for virality on social media.
“I look at these calendars as a way for a company to become more culturally relevant in their customer’s daily life. The customers are engaging and re-engaging with your product several times,” Kalyanam said, adding a caveat: “The product has to feel like it fits authentically within the holiday season.”
Additionally, according to Kalyanam — and running contrary to some established wisdom — certain products being hawked via the calendars could end up being a bit of a reach, with daily alcoholic beverages or beauty goods being singled out in this regard.
Discussion Questions
Which brands are most obviously missing out on capitalizing on a potential Advent calendar product offering, in your opinion? By contrast, which brands are most successful in this category?
Is Kalyanam’s take on Advent calendar opportunities accurate, to your mind? Why or why not?
Are countdown calendars tied to other holidays or seasons set to proliferate in the years to come?
Poll
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Nicholas Morine
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Advent calendars have seen good growth in recent years. One of the reasons is because they fit in with the trend of micro-treating or small daily indulgences, that are increasingly appealing to consumers. That’s why many more adults now buy them – years back they were mainly for kids. From a brand perspective, Advent calendars are also a great way to get consumers to try things – new fragrances, new flavors, or new products.
Heaven Help Us! Just when I thought I’d considered every possible weird question…
My quick thought (which brands are missing out?) would be “all of them”, as there can’t be too many who’ve taken up this off-beat idea (right?) But maybe that’s as it should be; there’s often a thin line between catering to a need and exploiting something in a manner that creates a backlash, and this strikes me a a good candidate for the latter: what happens to a company that lets slip its plans to “capitalize on the potential” of (yet another element) of Christmas?
Based on the article from RetailWire, brands that obviously appear to be missing out on the advent calendar opportunity are those outside the typical beauty, food, and luxury sectors but that nevertheless have strong wishlist appeal. For example, lifestyle apparel, outdoor gear, or wellness brands with engaged communities could create calendars of “little surprises” tied to daily rituals, but I see few of them doing so. By contrast, the brands doing it well include luxury beauty players like Dior and Diptyque, whose calendars have become coveted status items. The article notes that even Red Bull and Kraft Natural Cheese are releasing calendars for the first time this year, which signals the breadth of the opportunity.
In my view, the take from the article’s contributor (Kalyanam Barkho) about advent calendars tapping “little treat culture” and social-media unboxing energy feels accurate. He argues that the mix of tradition, surprise, and community sharing has turned calendars into both a gifting vehicle and a brand engagement tool. I agree — when brands use the calendar as a way to package discovery, brand trial, and daily delight (rather than just dump excess stock), it works. The misstep is treating the calendar as “just another gift box” rather than a strategic moment of storytelling and customer connection.
Looking ahead, yes — I believe countdown calendars tied to other holidays, seasons and even “micro-moments” are set to proliferate. The model works: it leverages anticipation, repeat engagement (day after day), and social shareability. Whether it’s Valentine’s (12 days of self-care), summer launch (30 days of travel mini-essentials), or fitness challenges (24-day health kit), brands that build the narrative, connect to the consumer’s ritual, and make the calendar ownable will stand out. The key is: the calendar must reflect the brand’s core consumer, align to their values and interests, and feel relevant outside of a mere price-promotion play.