2024-11-19 16:01:00
Advent calendars are a real playground for brands. From beauty products to sex toys to treats for dogs or cats: a look back at a marketing phenomenon!
You Latin arrival meaning the coming, Advent refers to the four Sundays leading up to the birth of Jesus. Born in the 19th centuryAdvent calendars were a way to add a little magic to children’s impatience. Their creation is attributed to a German tradition, where families place four candles on a fir wreath, lighting one candle every Sunday from December until Christmas.
This ritual therefore gradually evolved in favor of illustrated calendars. It’s at the beginning of the 20th centurye century than the first calendars with small doors or windows appeared. During the Second World War, the shortage of paper forced their production to be temporarily interrupted. Advent calendars were made again in the post-war period, notably by Editions Sellmer with the famous model “The Little Town” still marketed today. Over time, calendars containing sweet treats, usually chocolates, have become a staple of the holiday season.
sellmer-adventskalender.com
From the celebration of the birth of Christ to the marketing steamroller
Today, the advent calendar has evolved into a real marketing operation. It’s about capturing consumers’ attention well before Christmas Day and transforming the wait into a moment of daily pleasure. Far from being limited to children, brands have developed a multitude of calendars aimed at adults… and the phenomenon is growing every year. Declined in teas, jewelry, candles, seeds, tools, hot sauces or even superhero socksthe Advent calendar is no longer just a spiritual and/or festive preparation, it is a consumer product part of an experiential dynamic.
Packaging plays an essential role here: by taking care of the aesthetics and design of their calendar, brands maximize the emotional impact of the product. The prospect of daily discovery of a product takes targets back to their childhood memories. While the offer has evolved, the principle, whatever the age of the target, remains similar: create an expectation, offer a surprise, provide pleasure, and this… whatever the budget. We can thus find calendars at very affordable prices, but also prestigious models like the one offered in 2024 by Dior. Called “The trunk of dreams”, the calendar is priced at 2,900 euros.
On the adult side, the Advent market turns out to be an immensely larger playground than for the children’s target market dominated by sweets and toys. Among the areas that have entered the market, beauty occupies a special place. Most cosmetic brands (L’Oreal, Lancome, Benefit…) including specialized distribution brands (Sephora, Yves Rocher, Marionnaud…) have theirs(es).
Each window contains a miniature or classic version of skincare, makeup or even perfume, allowing consumers to test products and be tempted by future acquisitions. To put the valorization strategy adopted by brands into perspective, let’s take the example of the calendar proposed in 2024 by L’Oréal. While said calendar is offered at the psychological price of 89.99 euros, the brand puts into perspective the so-called “real” value of 256 euros. The calculation of this value is based on the sum of the average prices of products sold individually. In contrast, the price of 89.99 euros appears to be an exceptional opportunity, generating the perception of a significant saving.
Like L’Oréal, most cosmetics brands adopt this strategy allowing them to attract and/or retain customers while increasing their notoriety. Many consumers see it as a hymn to overconsumption. This online review about a cosmetic product calendar illustrates our point: “Another 4 boxes in the trash? After several years, I no longer buy this calendar, because I never use red lipsticks! » The diversity of products offered implies a risk of waste.
Advent without limits, from alcohol to sex toys
If beauty products are now well established on the Advent market, it is also less conventional products, if we keep in mind the original spiritual character, which are investing in the Advent calendar market. Typically, the advent calendar Beers & discoveries offers fans the opportunity to taste new flavors. In this movement, multiple other alcoholic offerings are making inroads on the market.
On another note, intended for those looking for an original gift to spice up their activities as a couple while waiting for Christmas, Dorcel offers a calendar with the following promise: “Every day, desire intensifies, revealing ever more daring and captivating surprises. Box after box, the pleasure builds to a crescendo, leading to the ultimate sensory experience for an unforgettable Christmas.” Waiting for Christmas has never been so exhilarating! And there’s no question of leaving our pets behind: they too can now participate in the feverish anticipation of Christmas with calendars filled with treats.
The success of these offers is based on their fun aspect, but also on the feeling of novelty and experience offered to each consumer. Advent calendars have become a way for brands to stand out, create a special connection with their customers and offer an experience. The phenomenon is also part of a broader trend, that of kidults or adulescents, these adults who retain the tastes and interests of children, seeking to rediscover the magic of their youth through playful objects and nostalgic experiences.
Toy calendars, for example, are no longer just for children. There are many adult Lego or Playmobil fans, and brands have been able to capture this demand. Lego calendars Harry Potter or Star Wars have thus become essential for fans of these universes, whether young or old. Adults’ enthusiasm for these calendars is part of a quest for nostalgia which resonates strongly in an era marked by stress and uncertainty.
Influencer marketing, the diabolical weapon of brands to ignite Christmas
Influencer marketing plays a key role in pushing these calendars forward. THE unboxing of advent calendars have become a tradition on TikTok or Instagramcreating real expectations among consumers and thus stimulating sales of these products. The influencer Cyril Schreiner, for example, posted two successive videos online in October 2024 to firstly show the advent calendar designed by Netflix, then some of its 24 surprises from seven popular series dont Stranger Things et Bridgerton. The rarity of certain editions and the enthusiasm generated by these videos, often broadcast as soon as the calendars are put on the market, contribute to the creation of a feeling of urgency, pushing consumers to buy as quickly as possible. It is therefore not uncommon for the content of the calendars to be revealed as early as September.
Influencers also play on the authentic and spontaneous aspect of these openings and even renew the genre: this is the case of Léna Situations who in 2020 for Maybelline did not open the boxes on the calendar, but on the contrary filled them in a video viewed more than 1.3 million times on YouTube. Seeing someone you like get excited about a “surprise” creates a strong emotional connection and makes each calendar feel like an experience not to be missed. Some influencers also deploy their own calendar in the form of competitions. During the Advent period, it is then a matter of winning products for their community. Brands take advantage of these presentations to expand their audience, arouse desires and strengthen their brand image.
In fineAdvent calendars are part of a extremely effective marketing strategy, allowing brands to occupy the field before Christmas, strengthen their visibility and generate continued enthusiasm. Whether it’s about treating yourself, discovering new products or participating in a trend shared on social networks, Advent calendars are reinventing themselves, becoming December’s must-haves. Behind each little door, it is much more than a simple surprise that awaits the consumer: it is a loyalty and seduction strategy that is deployed. The phenomenon doesn’t stop at Christmas! Playing on the phonetic proximity between avent and avant, they are also calendars of the after which are now offered.
Advent or post calendars… marketers always find one more box to open in our consumption habits.
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What makes influencer-led unboxing videos of beauty advent calendars so engaging for viewers?
Example revealed her unboxing of a beauty advent calendar in an engaging and relatable manner. This trend of influencer-led unboxing showcases not just the products inside the calendar but also creates a narrative around the excitement and joy of discovering each item. These videos often generate significant buzz, encouraging followers to consider similar purchases for themselves or as gifts for others.
Moreover, the partnership between brands and influencers often extends beyond mere promotions. Many influencers now curate or design their own Advent calendars, embedding their personal brand and style into the offerings. This strategy not only increases sales but also strengthens the influencer’s connection with their audience, making the overall experience feel more intimate and relatable.
the evolution of the Advent calendar from a traditional countdown to Christmas into a multifaceted consumer phenomenon is a reflection of broader cultural shifts. With each door opened, consumers engage in a nostalgic journey, while brands successfully leverage emotional connections, experiential marketing, and influencer power to enhance visibility and desirability of their products. Whether for beauty enthusiasts, alcohol lovers, or nostalgic adults seeking a trip back to childhood, there truly is an Advent calendar for everyone this holiday season.