Not so long ago, buying an Advent calendar did not put a strain on the household budget. The version containing 24 tiny chocolates in the shape of a Christmas ball, glove or sleigh was not very expensive.
In recent years, however, we have seen a veritable explosion of types of Advent calendar. There is something for all tastes and for all prices. “The Advent calendar is an example of a Christian holiday that has been hijacked and become a marketing object,” explains Jean-Christophe Teigner, director of the bachelor & master program in luxury marketing at the CREA school in Geneva. “It’s a way to kick off sales before Christmas and increase spending at this time of year.”
So a good deal for brands that compete in imagination to release their version? Yes, according to the major distributors interviewed. “Sales of Advent calendars, particularly for adults, have been increasing sharply for several years and this trend has been confirmed again this year. In particular, those in the field of beauty, stationery and decoration have been very successful this year,” explains a spokesperson for Manor.
Same story at Coop: “Advent calendars have enjoyed great popularity for several years and are also promoted by brand suppliers. Demand is similar to that of the previous year. Those containing cosmetics are very popular. They contain various makeup products at an attractive price,” explains Caspar Frey, media manager.
Be careful, however, not to take the customer for an imbecile by offering 24 beautifully packaged trinkets, but at an excessive price. “This type of product allows brands to gain new customers. In principle, the Advent calendar is offered by someone who already knows the company, to a person who is discovering it. However, if the item is not up to par, it can harm the brand’s image. This was the case with Chanel, which offered an Advent calendar for 700 euros, but the actual value of the products it contained did not exceed 300 euros!” explains Jean-Christophe Teigner.
To introduce new products was indeed the aim of the association, Nous artisanes du vin. To celebrate her 25th anniversary, she made an Advent calendar containing 24 1dl vials of wine from 24 different Swiss winemakers. “The aim of this calendar is to raise awareness of Swiss wines. It offers samples of different grape varieties. It’s a promotional item,” explains Cully winemaker and president of the association Mélanie Weber. The price of this tasting to offer is 179 francs and it sold out very easily. “For some people, our calendar has replaced the Christmas present. The association did not make a profit with this object, but hopes to have attracted new customers,” rejoices the winegrower.
Jean-Christophe Teigner concludes: “Offering an Advent calendar can be risky for a brand, because it must manage stocks correctly. After December 24, it no longer sells and finding the item sold at 50% is not good for its image.”
