5th Dec 2025

Advent Calendars: Hassle or an opportunity to reach a broader audience?

Name: Tambo
Price range: $

Advent calendars have completely reinvented themselves in recent years. Growing up, the choice was basically a cheap chocolate calendar and not much else. Now the category has exploded. You can find everything from alcohol and beauty to crafts, cheese, pet treats and even pork scratchings. It has become a surprisingly complex space, but one where brands can still stand out if they are clear on their value proposition.

A winning advent calendar usually comes down to three things: a design that catches the eye, a line up of products people actually want, and a price point that feels fair for what is inside. If brands get those fundamentals right, they are already most of the way there.

This year also marks the tenth anniversary of the ASOS advent calendar. It is a great reminder of how powerful these formats can be for brands. Being included gives you a ready made sampling moment and a chance to be rediscovered once the product is tried. It is one of the few marketing tactics where the consumer is genuinely excited to open your product.

On Amazon, the pattern is clear. Shoppers hunt for something a bit unusual or thoughtful, the sort of calendar that feels tailored to the person receiving it. Demand typically peaks late November and carries into early December. A large share of buyers leave it to the last minute, and Amazon’s next day or even same day delivery makes it the natural place for those late purchases.

You can see this reflected in the chart below, where demand dips after November but remains surprisingly strong well into December.