Holiday shoppers are spending up to $800 on luxury advent calendars as global demand pushes the market toward a projected $2.47 billion by 2033.
What began in the 19th century as a religious countdown to Christmas has evolved into an annual retail event spanning beauty, fashion, and lifestyle products as reported by WWD. Major brands now partner for high-end collections.
Space NK’s 2026 Beauty Advent Calendar costs £275 and contains 35 products. Dior Beauty offers an $800 Le 30 Montaigne calendar shaped like a star.
Bloomingdale’s 25 Days of Luxury Beauty is priced at $350 with over $1,200 worth of products. L’Occitane’s Prestige Advent Calendar is priced at $215 with a value of $356.
Revolve sells an $89 Advent calendar boasting more than $409 in retail value with six full-size products from brands such as Kosas, Ilia, and Sweed.
SKIMS’ $148 12-Day Accessories Advent Calendar went viral on TikTok after customers found branded bobby pins, loose hair ties, and headbands that netizens compared to junk. Cosmopolitan’s top picks feature items such as the Bioeffect EGF Serum, Medik8 Crystal Retinal 3, U Beauty Resurfacing Compound, Elemis Pro-Collagen Cleansing Balm, and Sweed Lash Lift Mascara.
Advent Center, a data hub tracking thousands of calendars globally, reports that food and drink options make up about a third of the 2026 market with roughly 250 varieties available according to Bon Appétit.
Max Zeshut, the founder of Advent Center, said food and beverage options serve as a cheaper, noncommittal entry point compared to luxury beauty boxes. Bonne Maman continues a decade-long tradition of inspiring Jamvent fan groups. New market entrants include Sockerbit Scandinavian candy, founded by Florence Baras and Stefan Ernberg.
Publishers have also entered the seasonal market with literary countdowns.
“As a small team, we try to be very conscious of the operational demands of every product launch,” Becca Millstein told Bon Appétit regarding the company’s debut 12-door tinned fish calendar retailing at $150. “Still, the demand grew too loud to ignore, so we decided to go for it.”
Do the advertised savings truly match reality?
Earlier coverage: Beauty Experts Question Whether Luxury Advent Calendars Offer Genuine Value