Although rooted in religious tradition, the advent calendar is commonly recognized as a simple grocery item featuring chocolates hidden behind 24 perforated cardboard doors.
The concept of this sugary Christmas countdown can be traced back to the 1950s when chocolate-filled versions first emerged. It was in 1971 that Cadbury popularized them as a means to engage children in the Advent season, according to Robert Warren, a Canadian marketing expert who closely monitors Christmas trends.
Robert Warren, currently a marketing instructor at the University of North Dakota in Grand Forks, remarked on the evolution of the advent calendar into a highly commercialized entity. He noted the wide array of products now available in advent calendars, ranging from Lego sets to alcoholic beverages, ice cream, jewelry, adult toys, and fishing gear. The hype surrounding these products is further fueled by influencers showcasing luxury advent calendars in videos, such as a $11,000 Dior calendar.
Discussing this trend on Cost of Living, Warren described it as part of the “Christmas creep” phenomenon, where businesses push holiday-related products earlier each year to stimulate consumer spending. He highlighted the advent calendar as a convenient tool for brands to engage with customers well before the Christmas season.
Younger consumers, in particular, find joy in the daily ritual of opening advent calendar surprises, according to Warren.
One such enthusiast is 26-year-old Maya Warwick Brunelle, based in Montreal. Despite being physically apart from her mother in Vancouver during the holidays, they share a special bond through exchanging advent calendars. Maya receives a Bonne Maman calendar with miniature jam jars, a tradition she cherishes for its sentimental value and practical reuse of the glass containers.
Unlike extravagant calendars like the $11,000 Dior version or the reported $112,000 Tiffany’s jewelry calendar, the Bonne Maman calendar retails for approximately $60, offering a more affordable yet meaningful experience.
Limited-editions Boost Interest
Unique offerings like limited-edition jams that are exclusive to the advent calendar season play on consumers’ fear of missing out, noted Lily Lin, an associate marketing professor at Simon Fraser University. This exclusivity creates a sense of urgency and desire among buyers, emphasizing the appeal of these seasonal products.
Lin explained the psychological allure of anticipation associated with advent calendars, suggesting that the countdown to Christmas often generates more excitement than the event itself, as supported by research findings.
She highlighted the influence of Gen Z and younger consumers in driving this trend, particularly in categories like makeup and self-care, which are popularized through extensive social media content. This trend may explain the desire for high-end advent calendars, even among younger audiences facing financial constraints.
While acknowledging the financial strain faced by many, Lin cautioned against the impact of social media on shaping consumer behavior and fostering unrealistic spending expectations.
Christine Lan, a Montreal content creator promoting sustainable and frugal living through “de-influencing”
