The fascinating reason adult advent calendars became a thing

Once upon a time, advent calendars were humble things: flimsy cardboard filled with sh*tty chocolate that your parents used as a bargaining chip to make December bearable.

But now? Advent calendars have grown up. And, like the rest of us, they’re no longer content with being simple, predictable (or cheap.)

Whether it’s Anthropologie’s perpetually sold out beauty trove or Burger King’s unapologetically kitschy 'Most Whopper-ful Time of the Year' offering, the advent calendar has gone from festive countdown to full-blown brand flex.

And let's be honest: we’re eating it up—sometimes literally.

This is the new-found way for brands to tap into the deeply human need for surprise, anticipation, and of course, a daily dopamine hit.

Advent calendars are no longer just for kids. And the proliferation of adult-targeted versions says something fascinating about how we shop, consume, and treat ourselves.

If childhood advent calendars were the stuff of innocent joy, their grown-up counterparts are about indulgence—tiny daily doses of self-care or, in some cases, self-gratification.

Take Fly by Jing, the chilli oil brand turned cult foodie darling. The brand sold out of its Szechuan sauce-themed calendar without dropping a cent on paid marketing.

Or Vosges Haut-Chocolat, which wrapped its confections in a Nordic-inspired chalet, complete with lights and music. Because your Christmas spirit could always do with a little more ambience, darling.

These are products in the form of experiences, memories, and—let’s not kid ourselves—status symbols for upper middle-class moms.

So, what’s driving this obsession?

I hate this answer, but, the pandemic played a part.

Being trapped at home made even the smallest moments feel monumental. And advent calendars delivered a structured kind of delight. Fast-forward 4 years, and that mindset hasn’t really gone away; if anything, it’s intensified.

We’re still chasing those micro-moments of joy, and brands know it.

The packaging is equally important.

Some calendars, like Anthropologie’s, double as keepsakes. They're practically begging to become annual traditions.

Others, like KiwiCo’s motorised train-building kit, lean into interactivity, making the calendar as much a family bonding exercise as a product.

The brilliance lies in how these calendars sneak into our lives not just as objects, but as rituals.

And then there’s the thrill of discovery.

For brands, advent calendars are the perfect vehicle for product sampling—wrapped in just enough mystery to keep us curious but not so much that we’re sceptical (like the blind box phenomenon.)

Plus, research shows we value samples we pay for more than freebies. Advent calendars let brands charge for what essentially amounts to a trial run. Daylight robbery? Kind of. Genius? Absolutely.

But wait, there’s drama.

Not all advent calendars are created equal. And consumers are quick to revolt when brands misstep.

Sephora learned this the hard way with its $2,500-point Beauty Insider Rewards calendar that featured...a scrunchie and reusable makeup remover pads. (Who among us hasn’t wanted to rage-unbox a disappointing holiday gift?)

Chanel and Dior have also faced backlash for overpricing calendars stuffed with stickers and candle lids masquerading as luxury.

The stakes are high, and brands know it. If they’re going to slap a premium price tag on 25 (or sometimes 12) days of surprises, they’d better deliver. The best calendars feel like a win, offering exclusive or full-sized items that make consumers feel like they’ve scored something special.

The worst? They come off as cynical cash grabs, proving that even holiday cheer has its limits.

These advent calendars are more than a modern marketing trend. They’re a case study in how we consume.

These calendars reflect our craving for curated, bite-sized experiences in a world that’s too overwhelming to handle all at once.

They also serve as a reminder that even in the most hectic season, we’ll make time for a little daily indulgence—especially if it comes in a glossy, branded box.

As for the rise of advent calendars catering to niche interests, from hot sauce enthusiasts to lovers of adult toys? That’s just another layer of personalisation brands are leaning into.

Because nothing says 'Merry Christmas' like knowing your audience well enough to gift-wrap exactly what they want, one tiny box at a time.

It’s ridiculous, it’s indulgent, and it’s not going anywhere. But like, who doesn’t want a little extra magic (or chilli oil) to get through this month? Sign me up.

-Sophie, Writer