Beauty advent calendars boom as Millennials fuel growth

Advent calendars are no longer just for kids, with the festive tradition finding renewed popularity among adults—especially in the beauty sector. According to Afterpay’s latest Festive Insights: Unwrapped report, beauty advent calendars have seen a staggering 93% increase in sales compared to the previous year. Millennials are at the forefront of this trend, making up 49% of these purchases.

This surge shows the growing appeal of luxury and personalised holiday experiences, as shoppers embrace curated collections of beauty products behind each door of their advent calendars. The trend aligns with broader holiday shopping habits, with consumers starting their gift-buying earlier than ever—some as early as late October in 2023.

The rising demand for beauty advent calendars is part of a broader shift in adult holiday spending patterns. Afterpay’s data reveals that festive items traditionally aimed at children, such as advent calendars and personalised Christmas stockings, are increasingly being purchased by adults eager to indulge in nostalgic holiday rituals. Personalisation is also playing a key role, with custom Christmas stockings seeing a 38% increase in sales, further highlighting shoppers’ desire for unique and thoughtful gift options.

Interestingly, Afterpay’s analysis also reveals that men’s advent calendars outsold women’s by 71% in September 2024 compared to the previous year. This raises questions about whether women are behind these purchases, perhaps as gifts for their partners, given their tendency to spend more on others during the holiday season.

With over 3.2 million Australians and New Zealanders using Afterpay for holiday purchases last year, the platform’s data showcases its integral role in shaping seasonal consumer behaviour. From the rise of beauty advent calendars to the enduring appeal of personalised gifts, shoppers are blending tradition with modern trends to create memorable holiday experiences.

As the holiday season approaches, beauty brands have a golden opportunity to capitalise on the advent calendar craze, tapping into Millennial spending power and the universal love of festive surprises.

Here’s our round up of some of the best beauty advent calendars this year.