Traditionally, an Advent Calendar helps count down the 25 days until Christmas, usually with a small item or devotional phrase that is hidden behind a door and revealed on each day. Chocolate brands were quick to recognize the marketing opportunity in this anticipatory behavior - but today, we can find Advent Calendars in almost any category, from food and beverage to toys, beauty and fashion. Advent Calendars help build loyalty as they connect with consumers daily, having the opportunity to delight and surprise them. While top Google searches in the UK and the USA include categories such as beauty, chocolate, wine, craft beer and hard seltzer, we saw many brands that managed to break through and star in rising searches (breakout, last 30 days as of Nov. 22, 2021). Our research on the Stress-Free mega-trend includes the insight that people are reclaiming time: they want to extend good experiences, just as they want to cut short any mundane tasks. Through Advent Calendars, brands get to help consumers enjoy this pre-celebration anticipation, potentially making their connection with the consumer stronger. It is no wonder then, that Advent Calendars strive to provide a better value for money with merchandise usually worth much more than the cost of the calendar: it's a marketing opportunity - and a rare one, at that. What Else Can We Learn from Advent Calendars? Christmas only comes around once a year - and is celebrated by a third of the population. Consumers are already trying to extend the idea of countdown calendars, to prolongate the celebration of much-anticipated events such as childbirth, marriage or a birthday: consumer-created countdown calendars can be found on C2C platforms such as Etsy, but brands are missing out on the opportunity to enable consumers to personalize a countdown calendar with which to celebrate around the year and regardless of one's religious views.

1. Shivering
with
Anticip--
Schieber
Research,
Nov
2021
Trending
Advent
Calendars

2. Advent Calendars, or: 25 opportunities to
engage and delight
Traditionally, an Advent Calendar helps count down the
25 days until Christmas, usually with a small item or
devotional phrase that is hidden behind a door and
revealed on each day.
Chocolate brands were quick to recognize the marketing
opportunity in this anticipatory behavior - but today, we
can find Advent Calendars in almost any category, from
food and beverage to toys, beauty and fashion.
Advent Calendars help build loyalty as they connect with
consumers daily, having the opportunity to delight and
surprise them.
According to a Statista 2019 survey, 21% of US consumers say they will
get an Advent Calendar bought by someone else and 15% say they will
have one they purchased themselves.

3. Trending Advent Calendars in the
USA and the UK: new trends and
classic favorites
While top searches include categories such as beauty, chocolate,
wine, craft beer and hard seltzer, we saw many brands that
managed to break through and star in rising searches (breakout,
last 30 days as of Nov. 22, 2021).
There are a few notable differences in searches between the UK
and the USA. For example, UK consumers seem to rely more on
retailers to offer them best-value calendars - or turn to well-
known or "cult" brands. USA consumers searched for the
unfamiliar, premium and/or "as seen on Tiktok". They look more for
gaming, coffee, toys and beauty.
Limited quantities (and a resulting sell-out) is an important strategy
in creating Advent Calendar desirability. Offer brand new and/or
exclusive items.

4. Gaming: Nintendo
One of the most talked searched
Advent Calendar is not offered to
consumers. Nintendo created giant
calendars just for TIktok creators who
uncover the daily surprises, engaging
their followers and creating excitement.
As Nintendo tries to raise awareness to
its holiday gift options, this campaign
can help remind shoppers what the
company offers.

5. Beauty
Liberty's beauty box is the most
successful and fastest-selling product in
the brand's 145 year history. The limited
quantity calendar is a regular sell-out
and is coveted by beauty lovers for its
high value offering.
Charlotte Tilbury's limited
edition box includes brand
new and exclusive products.

6. Beauty
In the UK, Marks and Spencer's
offers a very popular calendar
full of beauty and personal care
products. The pricing strategy is
appealing: the box is priced at
£300.00, but the retailers offers
if for £40.00 when you spend
£30 across clothing and home,

7. Food
Bonne Maman's annual
Advent Calendar is a
popular calendar offering
mini jars of jam and honey.
This year’s calendar
features 24 unique Bonne
Maman flavors including
exclusive new holiday
flavors.
And Tiktok's top ice cream
trend, mochi brand Little
Moons, launched a
calendar in the UK.

8. Behind every door is a Tiny Tony from
our rainbow of flavours.. where is your
favourite ho ho hiding? Will you open
one at a time, or all at once? (no one is
judging, our Tiny's are irresistible.) We
hope you enjoy our fun, and not so fun,
facts about the chocolate industry as
you count down, and don't forget to
share, it's that time of the year after all.
Merry Christmas!
Chocolate
Cult chocolate brand
Tony's Chocolonely
launched its first Advent
calendar in the UK.

9. Coffee
Searches for coffee Advent Calendars are on
the rise; 2 notable US trending searches are
Nespresso and Keurig. Nespresso
collaborated with Colombian fashion designer
Johanna Ortiz to create this calendar.

10. Personal Care
Personal care and
cosmetics brand Lush is
offering a box full of
bath bombs and lotions.
Alcohol
Liquor curator Flaviar
launched a limited-quantity
whiskey tasting box. Sold-out
for pre-ordering.

11. Toys
Lego continues to trend up, with
themed countdown claendars
offering 24 gifts.
Mattel launched a Minecraft mini
figures calendar, a popular search
in the USA.

12. Jewelry
The second-ever Tiffany & Co. Advent
Calendar features the art of Jean-Michel
Basquiat, Equals Pi (1982).
Tiffany will make a $250,000 donation
from the sales of the 2021 edition to Free
Arts NYC, a nonprofit organization that
provides art and mentoring programs to
youth from underserved communities.
available in limited quantities for
$150,000.

13. The Self-Care & Rituals Opportunity
Our research on the Stress-Free mega-trend
includes the insight that people are reclaiming time:
they want to extend good experiences, just as they
want to cut short any mundane tasks.
Through Advent Calendars, brands get to help
consumers enjoy this pre-celebration anticipation,
potentially making their connection with the
consumer stronger.
It is no wonder then, that Advent Calendars strive to
provide a better value for money with merchandize
usually worth much more than the cost of the
calendar: it's a marketing opportunity - and a rare
one, at that.

14. What Else Can We Learn from
Advent Calendars?
Christmas only comes around once a year - and is
celebrated by a third of the population. Consumers
are already trying to extend the idea of a countdown
calendars to prolongate the celebration of much-
anticipated events such as childbirth, marriage or a
birthday: consumer-created countdown calendars
can be found on C2C platforms such as Etsy, but
brands are missing out on the opportunity to enable
consumers to personalize a countdown calendar
with which to celebrate around the year (and
regardless of one's religious views).

15. www.researchci.com
Happy Holidays!