Skims’ $148 advent calendar flop wasn’t a stunt, marketers say—but store credit may not win back Kim Kardashian’s angry customers
A theory holds that the hair-tie-filled calendar and its keep-it-for-credit refund offer were a calculated play for repeat spending. Consumer researchers and new social data point to a trust problem instead.
The $148 Skims advent calendar has been a flop, with customers criticizing the low quality of items included. Content creator Kayla Ryan described it as "the worst advent calendar I’ve ever opened," finding only hair ties, keychains, and other minor items. This led to a surge of negative social media posts, prompting Skims to offer refunds or store credit to appease upset customers.
However, some marketers argue that the angry reaction isn't a result of a planned stunt. Instead, they believe the low-quality items and steep price damaged customer trust in the brand. Skims, which raised $225 million last year at a $5 billion valuation, risks losing customer loyalty if they perceive the company as unreliable. While store credit may bring some revenue, it may not fully win back customers who experienced a disappointing product and shopping experience.
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