Advent calendars evolve into a billion‑euro seasonal marketing tool

Advent calendars have evolved from a children’s tradition into a major commercial event for the Christmas season, extending into sectors such as cosmetics, confectionery, spirits and home decor. Companies use the format to combine daily surprise with brand identity and an emotional hook, turning small, regular discoveries into a tool for customer retention and community growth.

David Bueno, owner and CEO of Andorra Marketing, notes that uncovering a small daily item reinforces the bond between a brand and its customers and feeds consumer curiosity. Firms increasingly use advent calendars to introduce and showcase new products or services in an original way.

The beauty industry has driven much of this expansion. Marta Gabriel, marketing head at Perfumeria Júlia, says calendars work well because they allow consumers to sample different projects from the same brand in an accessible format — from perfume samples to makeup, and sometimes small items sourced outside the brand. Júlia also offers a digital advent calendar that delivers a daily special — a gift, a discount or a makeup session — combining content and services to create an experience beyond the product itself.

Thays Cristyna Coelho of Druni perfumery traces the idea back to manufacturers who adapted the tradition of daily sweets to cosmetics. The concept has proved successful: interest in advent calendars is rising both as gifts and as self-purchases. Prices vary widely depending on brand and contents, typically ranging from about €30 to €300.

Chocolate makers have retained a prominent place in the trend. Lindt’s new option to personalise calendars, letting customers choose the exact chocolates to build a bespoke box, has attracted individual buyers and companies seeking distinctive corporate gifts. Spirits follow a similar path: Cava Benito stocks the La Maison du Whisky advent calendar, which presents a global tour of whiskies — including bottles from India, Japan, Taiwan, France and Scotland — a format popular with collectors and corporate buyers because each edition differs.

Retailers report a broadening of formats and audiences. Joan Faus, customer service director at Roca&Ribes, highlights the daily-experience aspect and the anticipation it generates. Offerings range from child-oriented gummy calendars to ones containing porcelain figurines, candles, infusions or perfumes, underscoring the product’s seasonal versatility.

Market research puts the global advent calendar business at more than €1.3 billion annually, with forecasts projecting sustained growth of 6–8% per year over the next decade. Europe remains the main market, but the trend is gaining momentum in the United States and Canada as brands across industries convert the advent format into a high-profile seasonal showcase.