From childhood treats to adult indulgences: The evolution of Advent calendars

By Michelle Price

Until recently, Advent calendars were predictable – a basic cardboard box with a piece of barely passable chocolate behind each numbered flap. How did this quiet holiday tradition explode into a thriving industry where anticipation runs high, limited-edition calendars sell out instantly and pre-orders are often required just to snag one?

Today’s Advent calendar often includes releases with limits on how many people can purchase and lines on the days they drop. The chocolates inside the doors aren’t plastic anymore, and often the daily treats aren’t chocolates at all.

How did a simple holiday calendar become a billion-dollar phenomenon? It’s a story of how brands captured the season’s spirit and transformed Advent calendars into high-end events, turning an old tradition into a cultural moment.

The evolution of the Advent calendar

The concept of the Advent calendar originated in Germany during the 19th century. Early Advent calendars were simple, often just a piece of chalk or a small candle for each day leading up to Christmas. They were meant at that time to help children count down the days until Christmas Eve.

While Advent is celebrated starting the fourth Sunday before Christmas and ending on Christmas Eve, the exact date varies slightly each year. To make it easier, Advent calendars generally start on Dec. 1 and go through either Dec. 24 or 25.

Advent calendars gained popularity in the United States in the mid-20th century, when they contained the small chocolate candies so many knew and expected. In recent years, Advent calendars have undergone a dramatic transformation.

What is the right way to open an Advent calendar?

With doors labeled one to 24 or 25, it would seem logical that door one corresponds to Dec. 1. However, the competing theory is that it is a countdown to Christmas and the first door should be the highest number on the calendar, ending on door one.

The first method is the traditional way to open Advent calendars, aligning with their original purpose. In the end, there is no Advent calendar police and no wrong way to enjoy your holiday tradition.

Advent calendars aren’t just for kids anymore

The generations that grew up with traditional Advent calendars now often seek to recreate this childhood experience. This nostalgic sentiment has fueled the demand for more elaborate and luxurious Advent calendars. Brands have capitalized on this trend by offering a wide range of Advent calendars that cater to various interests and budgets.

This nostalgic appeal, combined with the rise of social media, has created a perfect storm for the Advent calendar industry. Influencers and content creators share their unboxing experiences, creating a sense of anticipation and excitement as well as leading to scarcity for now-trendy calendars. This social media buzz has also driven additional innovation and creativity among brands.

Luxury brands and retailers have capitalized on the trend, offering high-end calendars filled with premium chocolates, beauty products, wines and even jewelry. These calendars are no longer just for children; they’ve become coveted items for adults seeking a reasonably affordable daily dose of indulgence.

Advent calendars are more than just chocolate now

Like the latest phone, some retailers have drop dates for their Advent calendars with a similar frenzy surrounding them. Aldi releases their cheese and wine Advent calendars at the beginning of November every year with just a single shipment to each store. They disappear quickly, and it’s too late for this year already.

In recent years, Advent calendars have also become increasingly creative and diverse. High-end retailers have entered the game, with Saks alone selling 18 types of Advent calendars in 2023.

Beauty brands are just one industry that sees the benefit, with the average price for a beauty Advent calendar at $60 last year. That leads to long-term customers who like the sample sizes of products they try, a double win in addition to the boost in sales from those who don’t spend as much on beauty products throughout the year.

Even pets get in on the act with retailers from Trader Joe’s to Costco selling dog and cat Advent calendars. They’re filled with toys, treats and more, another tribute to the explosive growth of the pet industry in the past 20 years.

Has the interest in Advent calendars peaked?

Even with all this growth, there is still room for more. According to an October 2023 study by Statistica, 52% of Americans do not plan to have an Advent calendar. Interestingly, 17% of calendars are received as gifts, while only 12% are purchased to be opened by the person who bought them.

A higher percentage make their own Advent calendars, whether that means creating chocolate truffles to put in individual containers or filling boxes with their favorite trinkets. Even these DIY Advent calendars have become more intricate over the past two decades.

But some brands’ Advent calendars have flopped. Chanel released an $825 calendar in 2021 that contained items like stickers and other small trinkets that were worth nowhere near the price tag. After the negative publicity, the brand did not release one in 2022 and even left TikTok in part due to the negative feedback from the calendar. Dior had a similar experience in 2022 with their calendars panned on social media.

Make sure you get the calendar you want this year

If you haven’t already found your Advent calendar for this year, it’s not too late. Many calendars have already sold out from the Bonne Maman limited-release jam jars to the aforementioned Aldi offerings, but many brands still have plenty of supply and are even releasing more choices.

Plan ahead to secure the one you want. Identify the Advent calendars you’re interested in and check their release dates which you can find online.

If you can’t find the calendar you want at a specific retailer, try checking other stores or online retailers. Sometimes you can find calendars in surprising locations like Best Buy which sold the Squishmallow Advent calendar that was sold out at other locations.

Celebrate the season with the right calendar for you

Despite the occasional miss, Advent calendars remain a beloved holiday tradition. Whether you’re a child or an adult, there’s an Advent calendar out there for everyone. As the holiday season approaches, be sure to keep an eye out for the latest and greatest Advent calendars to make your holiday season even more special.

Michelle Price is a food and travel writer at Honest and Truly who almost has an empty nest. She loves to provide both the inspiration and the confidence you need to help get you into the kitchen and on the road to enjoy new flavors and experiences.