Social media has played a significant role in driving the popularity and success of luxury advent calendars in recent years:
Unboxing Videos and Daily Content
The advent calendar format lends itself perfectly to social media, with influencers and consumers creating exuberant unboxing videos (Try Mia Maples) and daily teaser content as they reveal each day’s glitzy surprise. Wrapping up and mixing up products in this format of the big reveal generates ongoing engagement with loyal and, more importantly, new customer demographics for the brands.
Value Scrutiny
Social media has also helpfully amplified the scrutiny over the perceived value of luxury advent calendars (See Alexandria Ryan). Take, for example, the infamous Chanel advent calendar of 2021. From Chanel, we expected luxury in spades. What it delivered, however, was a masterclass in how to enrage the internet. TikTok reviewers tore it apart faster than kids unwrapping presents on Christmas morning. The crime? Filling some of the days with stickers and a snow globe. Stickers. From Chanel. For $825.
Influencer Marketing
Brands leverage influencers and their audiences to promote their luxury advent calendars, capitalizing on the daily content opportunities. Jo Malone’s gifting of their calendar to an influencer after the Chanel debacle exemplifies this strategy.
Social Proof
The constant sharing and discussion of luxury advent calendars on social media creates a useful sense of social proof before purchase, not to mention the fear of missing out, with many of the luxury brands selling in a matter of weeks or even days. This drives demand and desirability for these limited-edition offerings.
While social media has undoubtedly boosted the popularity of luxury advent calendars, it has also raised the bar for brands to deliver perceived value and quality commensurate with their premium pricing if they want to avoid a social thrashing.
