Advent calendars in high demand as retailers struggle to keep up with popularity in Sweden

As December 1 approaches, marking the countdown to Christmas, the most sought-after advent calendars have been out of stock for months. This year, these calendars were released earlier than in previous years, with initial sales starting as early as September. The demand appears to be unprecedented, with interest reportedly tripling since 2020. Retailer Lyko, which specializes in beauty calendars, has seen significant increases in customer engagement.

According to Tom Thörnblom, Lyko’s communications director, there has been a surge in online monitoring of calendar releases. In fact, their website has crashed on launch days due to overwhelming traffic, leading them to implement a queue system similar to those used for concert tickets in order to manage customer purchases.

Concerns have emerged regarding the pressure on young individuals to secure the trendiest and most expensive calendars, but Thörnblom emphasizes their target demographic of 20 to 40-year-olds, while acknowledging the potential trickle-down effects on younger consumers.

Pricing for these calendars has also increased dramatically, averaging over 800 kronor—a 43% rise from the previous year. Many of the popular beauty calendars are priced significantly higher, with average costs rising from around 1,000 to 3,000 kronor in just a few years, a trend noted by influencer and makeup artist Margareta Grääs.

Consumers are often drawn to the idea that the value of the contained products exceeds the calendar’s price, and marketing through social media influencers has intensified this appeal. Young shoppers like 17-year-old Cornelia Borger report feeling pressured to own expensive advent calendars, while 15-year-old Maja Salmi mentions the competition among peers about who has the best calendar.