These “Delicious” Advent Calendars Are More Popular than Ever

Unless you’re the grinch, no one wants to wait for Christmas. Nineteenth century Germans coped with their burning anticipation by inventing the now ubiquitous Advent calendar. Derived from the Latin word Adventus, or “the coming,” it served as a way of recording the countdown to the big day usually by making chalk marks on doors or walls as a way of noting the passage of time. Thankfully, this prehistoric technique eventually gave way to a more tangible — and delicious — way of biding one’s time: daily nuggets of chocolate.

Over the past decade, brands have been putting considerable thought and creative muscle into concocting ever more enticing and whimsical Advent calendars (and similar collections for other holidays, including Hanukkah). By injecting fun and wonder into their products and how they are enjoyed, these companies have developed a way of solidifying their relationships with longtime consumers, while testing product concepts before launching them at scale, creating early buzz for new rollouts and, yes, generating some welcome extra year-end moola.

“Advent calendars have become increasingly trendy in the past few years, and the content of the ‘prizes’ inside have become incredibly diverse,” according to Melanie Zanoza Bartelme, associate director for food & drink at research firm Mintel. “Shoppers traditionally associate Advent calendars with sweet treats, and there are still certainly plenty of those, but we’re seeing the emergence of calendars across virtually all food categories, including Fly By Jing’s chili sauces, Selefina’s Spice Advent Sampler, and The Caviar Co.’s extravagant 12 Days of Caviar.” 

The latter is an ornate red and gold box filled with a dozen 1-ounce tins of caviar and roe that retails for $750. After debuting last year, it sold out in less than six weeks, which prompted the brand to improvise a slightly more affordable offshoot ($628) with the same contents — minus the fancy holiday wrapping. (The company is already working on next year’s calendar.)

What likely makes these calendars so popular is the chance for consumers to sample new products at a more affordable price point and with a lower commitment than purchasing full-size versions coupled with the diverting drama of the unboxing: It’s the little treat we give ourselves (and others) — plus everyone can feel like an influencer.

The growing role of social media in consumer marketing has also become a game-changer. Companies can seamlessly communicate with prospective customers by leveraging consumer data to target them based on their interests and search histories and sell directly to them (often with just an easy click or two) without the meddling or margins of a brick-and-mortar retailer. What better outcome from a doom scroll than a box of caramel truffles delivered right to your door? 

Bonne Maman, the French purveyor of silky premium preserves and spreads, has seen its Advent calendar boom, consistently selling out year after year since its U.S. launch in 2017. It’s become the single most popular food or beverage Advent on Amazon. The company packs 24 cute little jars into a thematic package (this year is a holiday-themed train with the jars tucked behind tiny paper doorways). The calendars combine a mix of time-tested flavors like Guava and Rhubarb and Strawberry with at least nine exclusive launches each season like Cherry with Pink Peppercorn and Caramel with Coffee Spread, both of which are featured in this year’s calendar. The more popular innovations tend to spark fan mail from customers pleading for the company to offer them as standard-size year-round offerings.

If you like your Advent calendar with a carnivorous whiff of testosterone, then Mancrates has you covered. This unabashedly male-skewing site boasts gifts like the Ammo Can Poker Set and the Man Chow Tool Box. These are gifts with swagger. Its best-selling Advent calendar, whose ironic cover sports an image of Victorian-attired cattle wishing you a “Meaty Christmas,” features an assortment of 25 beef jerky samples in exotic flavors including Orange Habanero Pork and Rootbeer Beef. (Unsurprisingly, it’s already out of stock, though you can set up a notification to receive an alert when more become available.)

Back in the realm of the more traditional, beloved California institution, See’s Candies, has been making exceptional chocolate-based confections since 1921. The company launched its own Advent calendar on its centennial to celebrate its heritage and provide loyal customers with both a treat and some new surprises. The idea was a hit and has been brought back each year, inevitably selling out quickly after its release. The 2024 edition is no exception with the company pulling out all the stops with a box designed to re-create founder Mary See’s original kitchen. It’s packed with actual functioning paper cabinet drawers, each stuffed with a different sugary treat. Get them while you can. They were almost gone by press time. 

What Advent calendar are you buying this holiday season? Tell us about it in the comments.