Only 24 days until Christmas. Thousands of children opened the first box of their Advent calendar on Friday December 1st. Adults too. Because the 24-square boxes where little Christians discovered a religious icon every day to wait until Christmas now belong to a distant past. The offer has become abundant over the years. Toys, teas, cosmetic products, alcohol, sex toys and treats for cats and dogs joined chocolates among the little surprises hidden behind windows. In stores, as on online sales sites, consumers find them everywhere.
“With 1.3 million units sold each year”, products from the toy departments are still doing well and dominating the market, explains Juliette Favre, information manager at Circana, a consulting and market analysis company. But the “new” calendars are starting to overshadow traditional chocolates, whose sales are already showing a slight decline in 2023, “by 11.7% in volume” compared to 2022, says the expert. Regardless of the Advent calendar model chosen, it is not uncommon to feel like you are paying extra for simple packaging when you go to checkout, especially when some are sold for several hundred euros. . SO, Are consumers really getting what they pay for? Response elements.
Regressive consumption
“This year, we opted for a calendar with madeleines and another with beauty products“, says Richard, 23 years old. “It brings back memories of my childhood, the excitement of discovering what is hidden behind each box”, he explains about the calendars he shares with his partner. A childish pleasure that many brands hope to take advantage of to forge a unique image in the hearts of their customers. “Brands want to enter homes, be close to their consumers”, analyzes Géraldine Michel, director of the “brands and values” chair at IAE Paris-Sorbonne. For this expert, Advent calendars meet this need by offering “a regressive consumption, a moment of nostalgia, of sharing”.
The objective is to enter homes from December 1st in the hope of securing a special place under the tree. “The interest for brands is to be present every morning just before Christmas, when we finalize the gift list”adds Frédérique Tutt, specialist in the toy sector at Circana.
A flagship product to attract new consumers
However, some brands want to project themselves beyond the holidays. For the founder of Passage du Désir, which markets sex toys, Advent calendars contribute to “a large-scale communications operation”. They “play down the drama of our universe”believes Patrick Pruvot. “Many customers tell us they have discovered new practices with calendars”which can trigger other purchases throughout the year, according to the business manager.
The brand’s flagship calendar is sold for 189 euros online and promises a “actual value” of 602 euros. What does this correspond to? “actual value” ? Difficult to verify to the nearest euro, but by comparing the products it contains to their unit sales price, the addition quickly exceeds the price of the calendar. This operation “is made possible because we produce the calendars in very large quantities, which brings down unit prices”. In addition, suppliers “sell their products almost at cost price and without the usual packaging”adds Patrick Pruvot. However, such reductions are only possible because “the margin on traditional sales is enormous”recalls Géraldine Michel.
A marketing stunt that remains profitable, even in the short term. According to the founder of Passage du Désir, “November is now the highest month of the year in terms of turnover, ahead of Christmas and even Valentine’s Day”. A success which encouraged the brand to increase its production: “This is the third year we have produced our calendars and we have tripled the quantities”rejoices the founder.
An opportunity to drive up prices
Other brands, starting with luxury brands, take advantage of Advent calendars to increase prices. “The consumption of luxury products has a very strong link with self-image and identity”develops Géraldine Michel. “This is the strength of these brands, which can create value beyond their product thanks to a scarcity effect.“, analyzes this expert.
Every year, fashion and perfume brands create calendars, sometimes XXL in size, and slip miniature products into high-end packaging. On social networks, several French luxury brands have found themselves criticized by influencers for the content of their calendars. Among beauty products, Chanel had for example placed in its 700 euro calendar trinkets of little value (such as temporary tattoos and stickers), generally offered to customers with their purchases, reported Release in 2021.
It is therefore better to be wary when brands do not communicate the “real value” of their calendar. And don’t hesitate to take out your calculator. The Nature et Découverte brand therefore offers a calendar of organic teas at 24.95 euros containing 24 bags weighing between one and two grams, or 554.44 euros per kilo of tea and more than one euro per bag. In comparison, the six boxes of organic Christmas teas from the same brand, sold for 36.95 euros for 275 g of products, cost just over 134 euros per kilo. Yet, “notour tea Advent calendar is one of our bestsellers“assures the brand, which justifies the price by its concept “engaged”. “Behind each box there is a QR code that links to an association. While enjoying your tea of the day, you can discover an association and choose to support it”explains Nature et Découverte to franceinfo.
Some consumers are no longer fooled. “Usually, I buy an advent calendar from a supermarket, but this year, I preferred to make my own!”, says Pauline, 25 years old and looking for a job, who proudly displays his homemade calendar on the networks. “The total cost is much lower than a calendar I could have bought off the shelf, especially with inflation.”, comments the young woman. This year, his budget will not prevent him from opening a small door every morning to wait until December 25.