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Beauty advent calendars continue to captivate shoppers, especially as the holiday season approaches. Julia, a 39-year-old senior commercial manager in engineering, admits she often feels tempted to buy these calendars, particularly those featuring perfumes. However, she approaches her purchases pragmatically. “I always look at what’s in them. If I like enough of the fragrances, I’ll buy it,” she explains. For Julia, the lure of surprise is less important than actually wanting the products inside, a sentiment that has grown among consumers following recent controversies, such as the backlash over Kim Kardashian’s Skims advent calendar.
Kardashian’s $148 (£110) Skims calendar faced significant criticism on social media for its perceived low-value contents. Shoppers mocked the assortment of items inside—hair clips, scrunchies, and keychains—comparing them to things “you might find down the back of a sofa.” In response, the brand offered full refunds to customers. Julia emphasizes that despite her comfortable salary, she is careful to spend wisely and avoid buying items she won’t use. Reflecting on her own experience, she says, “I spent £160 on a Space NK fragrance calendar last year. I got some fragrances I’d been wanting for a while for a lot less than recommended retail price, and those I didn’t like I managed to sell on for a slight mark-up on what I paid.”
The popularity of beauty calendars has surged over the past decade, with marketing strategies becoming increasingly sophisticated. Brands often create urgency by warning that calendars might sell out quickly, while influencer unboxing videos add to the excitement by sparking curiosity and desire among potential buyers. According to Ipsos data, about 15% of all advent calendar sales are beauty-themed, especially appealing to people aged 18 to 34. Yet, shoppers are growing more discerning. Priya Raj, a 30-year-old fashion journalist, shares her cautious approach: “I love beauty, but I rarely buy beauty advent calendars. They are pricey and often only have a few things that I actually want to try or are trending products.” She appreciates the opportunity such calendars provide to sample a variety of products on a smaller scale without committing to full-size purchases.
Some consumers, like podcaster Rhea Somaiya, 28, view these calendars with skepticism. She reasons that many brands include filler items that feel irrelevant, resulting in frustration rather than enjoyment. “I do think some brands take the consumer for granted in that they provide each day with something so menial that people are bombarded with irrelevant and cluttering items,” she says. Conversely, marketing consultant Jessica Jasper takes a more balanced view, recognizing the potential value but warning that some brands have “gotten a little carried away with the pricing.” Philosopher and beauty expert Heather Widdows highlights the unrealistic expectation of using every product in such calendars, noting they may be fun and affordable but probably not completely practical. This year, Julia chose to spend £99 on a John Lewis fragrance calendar, which she believes offers good value. To maximize benefits, she participates in a Facebook group where users trade unwanted items, explaining, “The ones I keep are already a lot cheaper per millilitre than if you bought them at retail.”
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