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This year, more businesses are embracing the Advent calendar trend, with each brand putting its own spin on the tradition.
Market intelligence agency Mintel reports that brands use Advent calendars to prolong the “after-holiday” season, to countdown any special occasion (not just holidays), and to help launch new products.
As such, some brands have named Advent calendars “anticipation calendars," as it gives customers the chance to try products they might not buy otherwise.
While some staples like the Bonne Maman, Lindt Teddy Bear, WSJ Wine, and Lego Friends Advent calendars return, more brands are making their debut this holiday season.
Here are four brands that will or have launched their first-ever Advent calendar this year:
1. Burger King
- Price: $19.54
On November 22, the fast-food chain will unveil its first-ever limited-edition "Whopper-ful" advent calendar, inspired by this season’s BK app experience.
The advent calendar will feature 12 surprises inspired by past and present menu items, campaigns, and memorable moments from its 70-year history.
This includes nods to favorite items such as Chicken Fries, the Whopper, and even the Burger King Kids Club.
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Burger King's 2024 Advent Calendar has generated considerable buzz, thanks to its clever concept of offering unique daily deals and surprises leading up to Christmas.
This highlights how brands are increasingly turning to creative agencies to develop inventive marketing strategies that tap into the growing trend of holiday-themed promotions, aiming to capture consumer attention during the festive season
2. Beauty Bay
- Price: $49.40
The Beauty Bay Advent Calendar features 24 makeup must-haves, including sparkly lip glosses, lip masks, and brushes from brands like Sol de Janeiro, Bubble Skincare, e.l.f. Cosmetics, The INKEY List, Beauty of Joseon, and others.
It launched on August 30.
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3. Margot Elena
- Price: $115.00
The first-ever Margot Elena Advent Calendar features 12 Eau de Parfum, hand creams, an exclusive Collector’s Edition Seasonal Candle, and a lip balm. Each is hidden in numbered drawers.
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4. Augustinus Bader
- Price: $585.00
Augustinus Bader launched its first Advent calendar this year, featuring eye patches, various creams and oils, tinted lip balms, and serums.
The skincare kit follows shortly after the brand collaborated with Victoria Beckham on a new concealer.
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Turning Calendars Into Marketing Gold
Between 2022 and 2024, Google searches for “advent calendars” spiked annually around 26 November and December 2.
As seen in our list, the Advent calendar has evolved beyond traditional tiny chocolates to elaborate products, as more and more brands employ this gamification tool to attract sales.
Some have combined this with influencer marketing, as it typically gains the trust of their audiences better than traditional forms of marketing.
For instance, Allie Ross, who has more than 500,000 followers on Instagram and TikTok combined, promoted the Essence's “Juicy Bombs” lip balms, one of which is featured in the brand's Advent calendar.
The post got over 11,000 likes on Instagram.
In addition to its Advent calendar, Burger King launched a month-long celebration of its 70th anniversary, offering free menu items, $0 delivery fees, and exclusive discounts as part of its 31 Days of Deals campaign.
