Why Advent Calendar Marketing Is the Hottest Holiday Trend

Advent calendars originated in Germany in 1851 as a simple but lovely way of adding brightness to dark December days. The original purpose of an advent calendar was to count down the days to Christmas by revealing little items like tchotchkes, oranges, and chocolate hidden behind numbered compartments. 

While many people still use advent calendars for their intended purpose, they’ve become highly curated brand experiences with exclusive offerings and exciting products behind each door. There are even Hanukkah calendars now. 

Brands across every vertical have thrown their hat in the advent calendar ring, creating products that sell out at lightning speed. Want an advent calendar for your pet? Or your perfume-obsessed best friend? There’s something for everyone. 

Here’s how to create a premium advent calendar marketing experience that offers a blend of excitement, exclusivity, and seasonal cheer, with examples of best-in-class products from four of the top gift verticals. 

Why Advent Calendars Are So Popular

Nostalgia marketing can be very influential in driving sales — and advent calendars are no exception. For many, advent calendars allow shoppers to relive cherished childhood memories, often recreating them with their own children. 

Delayed gratification and anticipation are novel concepts in a world where shoppers have easy access to whatever they want, but they’re so good for us. 

“Anticipating a smattering of small, delightful experiences can be as enjoyable as looking forward to one big event,” Carrie L. Wyland, a social psychologist at Tulane University in New Orleans, told The New York Times.

Advent calendars are a masterclass in waiting (unless you’re an influencer who opens up all the doors immediately). They’re a great lesson in patience and payoff for kids, and you can build traditions around picking out an advent calendar every year and opening it up together. 

Advent calendars can be as simple or as luxurious as you desire. Many shoppers use advent calendars to acquire products they’ve been eyeing all year. 

The more exclusive the products, the more likely the calendar will sell out. If customers get their hands on the coveted calendar, they’ll have bragging rights that they can flaunt on social media, building even more hype for the product. 

How To Create a Worthwhile Advent Calendar 

An excellent advent calendar creates excitement, builds anticipation, and delivers joy. 

The last thing you want is an advent calendar that disappoints customers. If they’re spending a premium price, they expect a premium product. 

For example, if you’re a makeup brand that promises samples of fan favorites or new products, shoppers won’t be keen if you skimp out, and they’ll be quick to share their dissatisfaction with fellow consumers.

Creating a desirable advent calendar requires early planning, staying abreast of holiday shopping trends, knowing your audience, and capturing their attention. 

Start Planning Your Advent Marketing Strategy Early 

Start planning early in the year. Salsify’s holiday consumer research shows that 7% of consumers shop for holiday presents all year, and 27% begin in October. Get ahead by anticipating what consumers will want in their end-of-year treat. 

Pay attention to the products that customers are excited about throughout the year. Are they gravitating toward items that constantly sell out? Are they raving about certain products on social media? 

Your advent calendar is an excellent opportunity to give customers exclusive access to hot-button items that are hard to get otherwise. 

Know Your Audience — Consider These 6 Shopper Types

According to Salsify holiday consumer research, holiday shoppers can fall under six different categories (though some overlap can occur between them). 

1. The Bargain Hunter 

The Bargain Hunter prioritizes savings, discounts, and value. If you want to target this shopper, consider offering deals on your advent calendar during shopping holidays like Black Friday. Be upfront about the value they’ll receive from your product.

2. The Luxury Lover 

The Luxury Lover values prestige, exclusivity, and product quality. If you want to target this shopper, consider adding higher-quality, coveted items to your advent calendar that will fulfill their luxury desires. The price will be higher — but they’re willing to pay if it’s worth it.

Dior is an excellent example of a luxury brand that gets its advent calendar just right. The front is fashioned to the liking of Dior’s famous location in Paris. The inside contains beloved Dior fragrances and makeup, and the case is reusable as a beautiful storage box. 

Image Source: Dior 

3. The Research Maven 

The Research Maven wants thorough product information, positive ratings and reviews, and high-quality products. To target these shoppers, make sure you have a complete product detail page (PDP) that highlights all the details consumers want to know, including stellar product images, reviews front and center, and engaging copy. 

5. The Impulse Buyer 

The Impulse Buyer wants instant gratification, novelty, and convenience. According to Salsify’s upcoming “2025 Consumer Research” report, 71% of shoppers buy online for convenience. If you want to win over these consumers, make it easy for consumers to snag your product on a whim. You can achieve this by enabling Instagram Checkout and TikTok Shop.

Think outside of the box to create attention-grabbing campaigns that create a sense of urgency. Keep in mind that Salsify’s holiday consumer research reports that 61% of shoppers will treat themselves this holiday season. 

The Impulse Buyer won’t be able to resist. 

6. The Brand Loyalist 

The Brand Loyalist values brand trust, brand identity, and product quality. They’re already counting down the days until you release your calendar because they want everything you create. Keep them in the know by promoting your product through email, targeted ads, and discounts. Reward them for their loyalty by giving them the best possible shopping experience.

7. The Swayable Shopper

The Swayable Shopper is swayed by product features, product variety, and ratings and reviews. Unlike The Brand Loyalist, they’re not staying loyal to a particular brand’s advent calendar. You may have to work a bit harder to get their sale, but you can capture them by offering a calendar that stands out amongst your competitors’ offerings. 

How To Capture Your Audience’s Attention With Advent Calendar Marketing

According to Salsify’s upcoming consumer research, 69% of shoppers participate in ambient shopping, which means they’re making purchases while doing something else, like watching TV or browsing social media, even though they didn’t intentionally search for that product.

If you want to capture this audience, you must have strong omnichannel and social commerce strategies and a solid presence on the digital and physical shelves. Pay for targeted ads that will grab their attention on social media. 

According to Salsify’s 2025 consumer research, 34% of shoppers purchased an item online because it was trending, and 39% of shoppers purchased a product online because of an influencer rec. Millennials are the most influenced at 48%. 

Consider partnering with niche influencers who can promote your advent calendar and build excitement. They’ll typically open a few compartments to show shoppers the exciting products that await them — make sure they’re worthwhile. 

4 Clever Advent Calendar Marketing Examples From the Top Gift Verticals 

Whether you’re looking for something to open with your toddler or for luxurious skincare products, you’ll never lack advent calendar options. 

According to Salsify’s holiday consider research, the top four holiday gift verticals are fashion and apparel (57%), personal care and beauty (53%), electronics (49%), and food and beverage (44%). 

Here are advent calendars from these four verticals that are surpassing customer expectations. 

Fashion and Apparel

Leatherology’s advent calendar offers 12 days of beautiful Italian leather products, ranging from wallets to luggage tags to key chains. The brand does a great job of explaining the calendar's value, stating that the combined price would be $725, but shoppers are getting nearly $300 off. 

Image Source: Leatherology 

This product would appeal to The Luxury Lover as well as The Research Maven because it satisfies the high-end component and provides thorough product information. 

Personal Care and Beauty

Dermstore’s advent calendar is full of beloved goodies that skincare lovers can get for a steep discount. Shoppers can get their favorite products for $175 versus the $900 it would typically cost. 

Image Source: Dermstore 

This would appeal to The Bargain Hunter because the brand provides undeniable value at a very fair price.   

Electronics

Eight’s advent calendar allows electronics enthusiasts to build 24 different retro electronic games. Each day reveals a component needed to complete the game, and customers are raving about how much they enjoy the process. Its low price and availability on Amazon make it a clear winner for electronics fans. 

Image Source: Amazon 

This calendar will appeal to The Bargain Hunter and the Research Maven for its low price and positive reviews. 

Food and Beverage

For food lovers, Bonne Maman’s advent calendar is a Holy Grail product. The brand releases its limited edition calendar every year, much to the delight of its fans. This product will appeal to The Brand Loyalist because it consistently delivers an enjoyable experience.

Image Source: Bonne Maman 

Stay On Top of Holiday Shopping Trends, and Keep Customers Satisfied

Advent calendars are a wonderful way to help shoppers reconnect with their childhoods, build new family traditions, and indulge in their favorite products. 

By staying on top of holiday shopping trends and tracking customers’ favorite products, you can create an advent calendar marketing strategy that will wow customers year after year.