Beauty advent calendars have evolved into a seasonal staple, often retailing for upwards of £100. While these collections have been a market fixture for over a decade, their marketing strategies have become increasingly sophisticated. High-profile brands frequently leverage urgency by warning that stocks are running low, while influencer-led unboxing videos capitalize on the excitement of surprise and discovery to drive sales. According to data from Ipsos, approximately 15% of all advent calendars sold are now beauty-focused, with the 18-34 demographic showing the highest propensity to spend. External around 15% of all advent calendars sold are beauty ones, with people aged 18-34 particularly willing to splash out, ipsos data shows. Customers seem to be getting savvier, but in the face of that tsunami of marketing. In fact she’s joined a Facebook group where people trade the ones they don’t want for ones they do.
However, recent public backlash has highlighted the risks associated with this trend. Kim Kardashian’s beauty brand recently offered full refunds for its $148 (£110) calendar following widespread social media criticism. Disappointed customers mocked the inclusion of basic items like hair clips, scrinkies, and keychains, comparing the quality of the contents to items found behind a sofa.
For some consumers, the decision to purchase is becoming more calculated. Julia, a 39-year-old senior commercial manager, approaches these products with a degree of pragmatism. “I always look at what’s in them. If I like enough of the fragrances, I’ll buy it,” she explains. Despite earning a comfortable salary, she remains focused on ensuring her purchases offer tangible value. This year, she spent £99 on a John Lewis fragrance calendar, noting that the contents, when calculated on a price-per-millilitre basis, prove significantly cheaper than individual retail purchases. But she takes quite an unsentimental approach. For her, the advantage is being able to try on a small scale without forking out for a full-size product, she thinks some are good value but. But it doesn’t mean she’ll keep everything in it. Or seen misleading discounts on products.
To manage unwanted items, Julia participates in social media trading groups to swap products.
This strategy is echoed by others, such as 30-year-old fashion journalist Priya Raj, who views these calendars as a testing ground rather than a total package. “For me, an advent calendar – particularly a beauty one – serves the purpose of allowing me to try out different products, particularly in the lead-up to Christmas, and then I can hopefully snag a bargain in the Boxing Day sales,” she says.
Raj acknowledges that while some sets are worthwhile, many are expensive and contain only a few items she truly desires.
Not all consumers share this optimistic view. Rhea Somaiya, a 28-year-old podcaster, expresses skepticism about the practical value of these sets. She argues that some brands take consumers for granted by including menial filler items, which quickly turns the excitement of opening windows into feelings of irritation and clutter. Somaiya warns that such experiences often discourage repeat purchases. Podcaster Rhea Somaiya, 28, also likes the general idea, but has a healthy scepticism around a lot of them in practice. They certainly put me off as the excitement to open each window dwindles into irritation rather than joy, and when that’s the case. According to podcaster Rhea Somaiya, 28, is less keen on the calendars and, They leave consumers “bombarded with irrelevant and cluttering items.
Marketing consultant Jessica Jasper suggests that while some calendars provide a win-win for brands and consumers, there is evidence that companies are becoming overly aggressive with their pricing strategies. This sentiment is supported by Heather Widdows, a philosophy professor and expert in the beauty industry. While she acknowledges that these calendars can feel fun and sensuous, she remains cautious about their overall utility.
“Beauty calendars may offer you lots of products for a really good price. They can also be a bit of fun and feel sensuous,” Widdows notes. “But it is exceptionally unlikely that you would use all the products inside them, so they’re probably not worth it.” Her assessment underscores the fundamental tension in the market: the difference between the perceived value of a luxury collection and the reality of whether a consumer will actually use every item included. With additional reporting from Kris Bramwell. Have you bought something you didnât feel was value for money.
