🎁 The Billion-Dollar Business of Holiday Cheer

Happy Holidays! This is the One Minute Wonder — get useful tools, frameworks, and ideas summarized in 60 seconds (give or take).

Today we’re talking about the advent calendar business boom.

Once a quaint holiday tradition filled with chocolate squares, advent calendars are now a billion-dollar industry offering everything from artisanal cheeses to luxury skincare. Lush sold out its $300 calendar in hours, while LEGO’s version has become a staple for kids (and adults who admit they still love a good build).

Why it matters: Advent calendars aren’t just seasonal trinkets anymore—they’re brand experiences. They’re marketing genius disguised as holiday cheer, with the potential to create year-round customer loyalty.

Go deeper below (1 min read time)

The Two Sides of the Advent Calendar Frenzy

🎉 The Pros: Holiday Magic Meets Marketing Genius

• Gamified engagement: Opening a daily door taps into the dopamine hit of anticipation. Brands are leveraging this with interactive calendars that build excitement for 24 days straight.

• Memorable branding: What better way to keep customers thinking about your product than gifting them a piece of it every day? (kind of like this newsletter 😉)

• Boosting sales in Q4: It’s a strategic way to drive purchases during the holiday rush. Forbes reported that the advent calendar market grew 20% last year, with some brands seeing 50% spikes in holiday sales.

😒 The Cons: Expensive, Exclusive, Excessive?

• Sky-high prices: Many calendars are priced for indulgence, not inclusivity. Is the $400 wine advent calendar thoughtful, or just showing off?

• Sustainability: Behind all the tiny windows lurks a mountain of packaging waste. As one critic quipped, "Do we really need 24 mini jars of jam to feel festive?"

• Burnout risk: With every brand releasing a calendar, consumers may tune out, and businesses could see diminishing returns.

Want some fun holiday background videos while prepping dinner? Check out the 24 different advent calendars being reviewed by Cherry Wallis

What Leaders Should Consider

Is this a sustainable trend or a seasonal cash grab?

For brands: If you’re thinking about jumping on the advent calendar bandwagon, ask yourself — does it align with your values, or are you forcing the fit? Marketingblatt suggests that gamification is only effective if it genuinely engages your audience. A poorly executed calendar could dilute your brand.

For consumers: Consider the message behind the product. Are we rewarding thoughtful consumption, or are we feeding the cycle of excess?

The advent calendar boom is a fascinating blend of nostalgia, innovation, and marketing prowess. Whether you’re an executive dreaming up next year’s calendar or a consumer deciding which one to splurge on, remember: not every door is worth opening.