Tugba Sabanoglu
Research lead covering Non-food CG & Retail
Beauty Advent calendars - statistics & facts
The Christmas season provides a boost for the economy, as retail sales typically go up during this time and consumers splash out on gifts, groceries, and decorations. For retailers and brands as well, the festive season is the perfect opportunity to attract more shoppers who take advantage of a variety of traditional and online sources of inspiration. Many items and products appear on the shelves in stores exclusively during this period, such as Christmas decoration articles, chocolate Santas, and Advent calendars that count down to Christmas Day.
While chocolate or candies are the first to come to mind when talking about Advent calendars, these festive boxes with little doors are by no means limited to sweet offerings. In recent years, Advent calendars filled with curated beauty and personal care items have become a disruptive but welcome trend among consumers wishing to spice up this Christmas tradition.
The buzz around beauty Advent calendars is owed to the enormous marketing efforts that go into them. Brands and marketers hype up their products on social media and content sharing platforms during the holidays, as these are among the key channels consumers go to for inspiration when shopping for gifts for themselves and and for others. In the UK, branded Advent calendars from beauty retailers such as Liberty and Lookfantastic were the most popular ones in 2022, in terms of the media interest they received. Some retailers even launched multiple Christmas beauty Advent calendars with comparable buzz and popularity, such as The Body Shop. The company has three different beauty Advent calendars on offer selling for three different price points this Christmas season.
Beauty Advent calendars – where are they most popular?
Beauty Advent calendars are far from being ubiquitous as the more traditional types are still consumers’ leading choice. That said, in Germany and the United Kingdom, beauty and cosmetics were the second most popular Advent calender contents after chocolate and candies. Globally, around a quarter of holiday shoppers planned to buy a beauty Advent calendar in 2022, with consumers in Belgium, Sweden, and Italy more eager for them compared to the global average. The interest in beauty Advent calendars is not surprising since, for Christmas, many consumers like to treat themselves to various beauty, skin care, and cosmetics products and treatments.The price and popularity of beauty Advent calendars
The participation by brands and retailers in the beauty Advent calendar trend is also high. From mainstream multibrand beauty retailers to high-end and luxury brands, the range is wide and varied. Compared to their chocolate counterparts, the price of beauty Advent calendars is on the expensive side. Based on data gathered and calculated from online platforms, the average price varied between 53 British pounds in the UK and 60 U.S. dollars in the United States.The buzz around beauty Advent calendars is owed to the enormous marketing efforts that go into them. Brands and marketers hype up their products on social media and content sharing platforms during the holidays, as these are among the key channels consumers go to for inspiration when shopping for gifts for themselves and and for others. In the UK, branded Advent calendars from beauty retailers such as Liberty and Lookfantastic were the most popular ones in 2022, in terms of the media interest they received. Some retailers even launched multiple Christmas beauty Advent calendars with comparable buzz and popularity, such as The Body Shop. The company has three different beauty Advent calendars on offer selling for three different price points this Christmas season.
