Tick tock tick tock… Only a few days left before the long-awaited first window of your Advent calendar opens. A passage (now) obligatory to start the countdown before the end of the year celebrations. This Germanic tradition, which finds its source in Finland, has been transformed in a century into a powerful marketing tool, to the point of seeing everything and anything flourish, often far from the criteria of eco-responsibility deployed by brands. during recent years.
The madness generated by Advent calendars is such that it is no longer a question of asking if we have one, but of knowing how many will be enthroned in our living room in December. Beauty, fashion, gardening, gastronomy, automotive, jewellery, crafts, culture, toys, design… The craze for Advent calendars has not escaped any industry – or almost. Instead of running out of steam, the phenomenon only amplifies from year to year, revealing initiatives and sometimes crazy models, and often exorbitant prices. Enough to arouse an ever greater interest in these small boxes with a magical design, which were however initially intended only to make children wait until December 25th.
Religious images and chocolates
It seems a long time ago when the Advent calendar housed pious images that were given to children to quietly wait for Christmas. From the beginning of the XXe century, the Germanic tradition gave way to an initial commercialization, still in the form of images, but more playful than pious, inviting the little ones to express their creativity with colorful drawings. Then the images gave way to the essential chocolates, those that we still devour today on a daily basis while waiting for Santa Claus to come.
The story could have ended there, leaving behind each window a little sweetness to teach children to wait. But that was without counting on the growing enthusiasm for these gifts opened before their time, and even more on the ingenuity of the brands which have sniffed out the good vein, gradually declining them in (absolutely) all the sauces, to the point of see totally eccentric versions emerge.
Everything and anything)
It was already not easy to find yourself faced with the mountain of chocolate Advent calendars to select the one that was going to make our cherubim happy, now these boxes overflowing with presents now house a host of objects as diverse as varied. Everything, absolutely everything, you can find everything in Advent calendars. Chocolates and toys, of course, reminding us that these big boxes are above all intended for children, but also jewellery, cosmetics, perfumes, beers, wine, tea, festive dishes, charcuterie – if , if ! – miniature cars, candles, books, treats and toys for pets, stones and amulets, and even more unusual, sex toys, even …cannabis – depending on the country in which you are, it is obvious.
Needless to name a brand in particular, they all offer – or almost – and even more, since they decline them according to the tastes, desires, and wallet of their customers. Some even offer personalized or customizable versions, or even kits for DIY and making them yourself using delicacies, toys, messages, and other objects of all kinds. From the most accessible to the most luxurious, when it comes to Advent calendars, anything goes. The attention paid to these new magical toys is such that recently offered compensation in exchange for the evaluation of several Advent calendars. Incredible but true.
Prices are soaring, reviews are raining
Not content with meeting growing demand – Advent calendars are often ‘sold out’ a few days after they go on sale, despite the number of versions on offer – brands see these colorful boxes as a real commercial bargain. Not only do they sell like hotcakes, but they allow as a bonus – and above all – to discover the said brand, and especially several of its products. The opportunity to arouse curiosity, desire, and even more love, with an audience that thinks (necessarily) to get a good deal.
Because it must be specified, the overwhelming majority of Advent calendars are sold – depending on the brand – at prices much lower than what their content would display. An argument amply put forward at the time of the sale. And if this remains true for those who offer products similar to those that can be found in stores – the calculation is easy to perform – this is not always the case, especially when it comes to ‘samples, or non-existent goodies on the market. As a result, prices can easily skyrocket – $400, $700, and up to several thousand dollars for extreme luxury versions – making the disappointment all the greater when content falls short of expectations.
Something that has not spared, become the subject of controversy on social networks. In question? Her Advent calendar sold for $970, criticized by an influencer who did not appreciate the content. If it housed miniatures of collector’s perfumes, lipsticks, and other creams, the precious object also contained, according to the young woman, pins, stickers, pouches, and other tree decorations that the house would offer free to its customers. for the purchase of a product. A bit disappointing in view of the amount spent. However, it is – fortunately – always possible to know the contents of an Advent calendar before going to checkout, allowing consumers to make perfectly informed choices.
Stop plastic!
From packaging to product content, are Advent calendars eco-responsible? This is the question that we can ask ourselves in view of the enthusiasm for these essentials. The answer inevitably lies in the commitments made by the brand – understanding that an ethical, eco-responsible or vegan player will offer products in line with their commitments. Question of logic and coherence.
Still, if the products are organic, natural, vegan, or even cruelty-free, and made locally, the question of Advent calendar packaging inevitably arises. It is therefore better to favor Advent calendars designed in sustainable or recycled materials, without a sample, or very little, because of the waste generated by the latter – even if they are not plastic. Real or travel formats will, of course, be less harmful to the planet, as will products that do not require packaging.
To go even further in your eco-responsible approach, you can also opt for a calendar to make yourself, either by your own means or using kits provided by many brands. It is better to favor recycled cardboard or paper – and recyclable – reusable linen bags, or even small wooden boxes that will be used for Christmas to come.