Advent, traditionally a time of anticipation and contemplation leading up to the celebration of Jesus’ birth, has evolved into a season of excitement and indulgence marked by unique Advent calendars. Taking a slightly humorous spin on the old custom, today’s businesses aim to impress the consumer with their creativity in filling up the mystery windows behind every date. Advent is no longer solely about candles, carols, and prayers—it’s also about the thrill of opening a tiny paper door to find a surprise treat.
Previously, you might have found a piece of chocolate in your Advent calendar, a simple but pleasant twist on the tradition. However, the world has moved past the Dairy Milk era. Nowadays, there’s a surge in the popularity of Advent calendars filled with exquisite goodies, like booze-infused truffles, ethical Tony’s Chocolonely bars, or a selection of the finest cocoa from around the globe, to name a few.
Of course, it’s not just about chocolate. A wave of creativity has given birth to variants involving teas, coffee pods, matcha, and bubble tea. Popcorn, licorice, brownies, even Pringles have all been used to add flavor to the spirit of Advent. Jam enthusiasts could receive a daily surprise from Bonne Maman, who repackages their little jars of jams into an Advent calendar.
The spectrum is wide in the world of alcoholic Advent calendars as well, with wines and beers being featured abundantly. To enhance the gourmet experience, companies like Snaffling Pig have crafted calendars filled with daily servings of pork scratchings. It seems that even the most unconventional food items are fair game when it comes to Advent calendar surprises.
Interestingly, the convention of these calendars extends beyond just edible items. For instance, Spice Box once introduced an Advent calendar that surprised the user with different spice mixes every day. While this may have raised a few eyebrows, it’s yet another testament to the variety and scope of creativity in the modern Advent calendar industry.
However, not all popular trends take off smoothly. Some people remain skeptical of this wave of innovation, particularly in the case of cheese-stuffed calendars. The practical aspects raise concerns, such as how to store a cardboard box full of cheese at room temperature for a month.
The trend of unusual Advent calendars may have found its beginning in the world of spirits. E-tailers like Master of Malt perceived the potential in this market early on. They realized that during December, a time generally marked by merriment and less conventional behavior, customers would enjoy having a miniature of whisky or gin, which would normally be seen as a sign of indulgence, as a chic and discerning pallet surprise.
Yet, creating a successful and appealing Advent calendar is a balancing act. It needs to straddle the fine line between being indulgent—offering something you wouldn’t usually enjoy—and being unexciting. Toilet paper and deodorant calendars may fall into the latter category, for instance, yet some people—and their pets, who themselves are not shy of a daily treat—may find them to be a hit.
Regardless of whether your preferences lean towards popcorn, pork scratchings, or the plain traditional paper door-opening, it’s time to consider your options, as Advent calendar shopping season has already started. After all, while Advent officially doesn’t commence until December, the anticipation and joy that these calendars bring has already begun spreading.
