Door to Door Sales: How advent calendars became big money

As August approaches, it's not uncommon for people to start thinking about the festive season ahead, especially as they near the month of December. This has become particularly evident in recent years, with wait lists for some of the most coveted advent calendars now open, and some high street retailers and luxury brands selling them months in advance.

The advent calendar industry has exploded in the last decade, and is now a multi-billion dollar business that has seen a multitude of retailers and brands jumping on the bandwagon.

The concept of an advent calendar dates back over 500 years, with early versions featuring Christian imagery as a reward. However, they gradually began to include chocolate as well, which became the norm for many calendars. This tradition remained untapped for a long time, with only a few exceptions such as Lego's first advent calendar in 1998, which allowed customers to gradually build objects or vehicles by getting pieces of Lego.

In more recent years, advent calendars have become much more diverse and cater to all kinds of tastes. Luxury retailers like Liberty, Boots, Lush, and many others have launched their own beauty-focused calendars, while beer, wine, and spirits companies have also jumped in with calendars containing miniatures or full-sized products. Lego has been a pioneer in this space, offering five different advent calendars in 2026, including variations on its original concept.

The popularity of advent calendars has grown exponentially, with sales now exceeding $1 billion annually worldwide. Projections indicate that this number could surpass $2 billion in the next six years. There are numerous reasons why consumers have embraced this trend, including the anticipation of a daily treat, the thrill of not knowing what's inside, and the occasional discount on products.

However, it's worth noting that the perceived value of the contents might not always be as significant as the box suggests, as consumers may end up with items they don't necessarily want or need.

For companies, advent calendars present a unique opportunity to sell products at a discount, generating an additional source of profit. While the products may be sold at a lower price point, retailers can still make a profit due to the perceived value and the novelty of these calendars. Additionally, advent calendars can help attract customers, boost brand visibility, and provide an engaging way to showcase products during the holiday season.