2024-11-25 15:55:00
The countdown is on. As we approach 1is December, many Quebecers are impatient to open the first box of their Advent calendar to discover the surprise hidden there. Much more than chocolate, there are now toys, tea, cosmetics and cheese, with local businesses taking advantage of the popularity of this tradition to boost their sales and attract new customers.
“When I suggested making a calendar with our candies, in 2019, my partner thought the idea was crazy. I still followed my instinct and, today, we sell 10,000 calendars each year,” proudly says Sarah Takforyan, founder of La Boîte à Bonbons, a Montreal company that sells its products in hundreds of points of sale. all over the country.
The first year, quantities were limited, the company wanting to test customers’ desire to move away from traditional chocolate. But quickly, it had to increase its production to meet the strong demand. “Every year, it’s the star of our online sales. There, we sold everything in less than two months, we have been out of stock since November 13, i.e. 15 days earlier than last year,” specifies the entrepreneur, still stunned by this success.
Same observation at T.Surprise, Saponaria and Fromages CDA, which offer calendars of teas, bath bombs and local cheeses, respectively. Demand continues to increase every year, they say, and their products are selling like hot cakes. “People want to try something else, they are looking for originality,” says Sonya Ann Legault, founder of the Saponaria soap factory.
For several years now, we have noticed that the Advent calendar is no longer as chocolatey as it used to be. Companies of all kinds have decided to jump into the market and produce their own pre-Christmas countdown. Toys, teas, jewelry, candles, cheeses, soaps, cosmetics, beers, spices or hot sauces are now hidden behind the little doors of calendars. This diversification of the offer seems to have given a second wind to the tradition, now charming both young and old.
“It is part of a movement of self-care which is gaining importance. We want to have fun, not forget ourselves in the daily grind. In a difficult political and inflationary context, the Advent calendar is like a gift we give to ourselves. With the aspect of surprise, we treat ourselves to a little bit of magic in our daily lives,” explains Maryse Côté-Hamel, professor of consumer sciences at Laval University.
Social networks have also largely contributed to increasing their popularity. The videos unboxing Advent calendars have become a real trend on TikTok, YouTube and Instagram. “It starts earlier and earlier, from November,” notes the professor. Some consumers watch the videos to reassure themselves about the content of a more expensive calendar by seeing what it contains in advance. Above all, it creates the desire among others to get one at all costs and it stimulates sales. »
The good deal
For businesses, the ritual of the Advent calendar represents a golden opportunity to boost sales before Christmas. “It’s very important for our turnover,” recognizes Sonya Ann Legault, from the Saponaria soap factory. It extends the holiday season, which is the time of year that allows us to get away with it, because it’s very quiet, spring and summer. »
“The Advent calendar is a must-have for us today,” adds Sarah Takforyan, from The Candy Box. Priced at $42 each, the calendars represent about 10% of its annual revenue.
In the opinion of Professor Maryse Côté-Hamel, the tradition of the Advent calendar has above all become a “powerful long-term marketing tool”. By placing miniature versions of their usual products, brands allow consumers to test their offering and become attached to it.
“With the rise in the cost of living, consumers are buying products that they haven’t tried less frequently than before, for fear of not liking them and losing their money. With Advent calendars, they are no longer in unfamiliar territory and will, in many cases, return to the store during the year to buy the products they liked. »
Daniel Allard, president of Fromages CDA, confirms this. “Our calendar allows consumers to discover the products of local cheesemakers. For many, it is also a gateway to IGA, an opportunity to then build a partnership,” he explains.
Maud Gaudreau, president and founder of the Etat de choc chocolate factory, located in Montreal, agrees. “It’s mainly for the image that we do this. We establish our brand with our calendar, we promote our new products. »
Certainly, at a price of $150, its box is a far cry from the Kinder, Lindt or Nestlé calendars found in grocery stores or pharmacies for less than $15. But the concept works, says Mme Gaudreau. “Competition is strong for chocolate, you have to stand out. We offer haute couture. We do everything by hand, even our packaging, and we call on a local designer. It’s a completely different experience that we offer. »
The origins of the advent calendar
A previous version of this text was modified to add clarification to a quote from Professor Maryse Côté-Hamel.
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How did Sarah Takforyan’s initial proposal for an Advent calendar lead to the success of La Boîte à Bonbons?
**Interview with Sarah Takforyan, Founder of La Boîte à Bonbons**
**Interviewer:** Thank you for joining us today, Sarah! With the holiday season approaching, many are looking forward to opening their Advent calendars. Your company, La Boîte à Bonbons, has seen impressive success with its calendars. Can you tell us about how this idea came about?
**Sarah Takforyan:** Absolutely! When I first proposed the idea of creating a calendar with our candies back in 2019, my partner thought it was a bit of a crazy notion. However, I trusted my instinct and went for it. Today, it’s incredibly rewarding to see that we sell around 10,000 calendars each year!
**Interviewer:** That’s fantastic! Can you share how your sales have evolved since you launched the Advent calendar?
**Sarah Takforyan:** Initially, we produced a limited quantity to gauge interest, but demand skyrocketed, and we quickly needed to ramp up production. Last year, we sold out in less than two months! In fact, this year, we ran out of stock by November 13, which was 15 days earlier than the previous year. It’s amazing to see how much people love these calendars.
**Interviewer:** It seems like there’s been a significant shift away from traditional chocolate calendars. What do you think is driving this trend?
**Sarah Takforyan:** People are definitely looking for originality. They want something unique that goes beyond the conventional chocolate offerings. There’s a growing market for diverse products, and we’re thrilled to be part of that trend. It’s about providing a new experience that excites both children and adults.
**Interviewer:** Professor Maryse Côté-Hamel mentions that the Advent calendar has become a powerful marketing tool for businesses. How do you view your calendars from a marketing perspective?
**Sarah Takforyan:** I completely agree with Professor Côté-Hamel. Our Advent calendar not only drives sales during the holiday season but also serves as a way for customers to discover our full range of products. It’s an introduction to our brand, and it encourages people to come back to our stores throughout the year for items they enjoyed.
**Interviewer:** With rising living costs, consumers are cautious about trying new products. Do you think Advent calendars play a role in that?
**Sarah Takforyan:** Definitely! With the uncertainty in the economy, many shoppers prefer to try smaller versions of products before committing to a full-size purchase. Our calendar allows them that opportunity without the risk, and it does create a connection that often leads to repeat purchases.
**Interviewer:** It sounds like the Advent calendar has become quite an important part of your business strategy. What are you most looking forward to as we enter this busy season?
**Sarah Takforyan:** I’m just excited to see the joy our calendars bring to people! It’s such a wonderful tradition, and I love being part of their holiday experience. I’m also anticipating the chance to continue building connections with our customers and sharing our passion for candy!
**Interviewer:** Thank you so much for your insights, Sarah. Best of luck this holiday season!
**Sarah Takforyan:** Thank you! Happy holidays to you!