Advent calendars, once a religious tradition, have transformed into a commercial phenomenon offering a variety of products beyond chocolates. Originating in the 1950s, these calendars were initially introduced by Cadbury in 1971 to engage children in the Advent season. However, the concept has evolved significantly, with calendars now available featuring products ranging from Lego sets to luxury items like whisky, ice cream, and even jewelry or sex toys.
This shift towards commercialization has been described as “Christmas creep” by marketing expert Robert Warren. Businesses are increasingly leveraging advent calendars to entice consumers earlier in the holiday season, encouraging them to spend more. Warren highlights that the appeal lies in the experience of daily surprises, particularly among younger consumers who enjoy the anticipation and daily discovery.
The trend of exclusive and limited-edition advent calendars further enhances their appeal. Marketing professor Lily Lin emphasizes the psychological aspect of anticipation and exclusivity associated with these calendars, creating a sense of urgency and desirability among consumers. This strategy, combined with the influence of social media and younger demographics, has led to the popularity of high-priced advent calendars, despite economic challenges faced by many.
Content creators like Christine Lan raise awareness about the impact of consumerism and social comparison driven by social media. Lan emphasizes the environmental concerns stemming from excessive packaging in advent calendars and the broader issue of overconsumption. Despite the financial burden these luxury calendars may pose, they continue to attract consumers seeking affordable indulgences amidst rising costs and economic constraints.