The rise of the advent calendar. Just how much are Brits willing to pay?
November 28th, 2023, Janice Fernandes

The rise of the advent calendar. Just how much are Brits willing to pay?

Far-flung from the days of opening a glittery cardboard door only to discover a picture of a candle or a bauble, advent calendars in the UK today are big business.

According to our data around a fifth of all UK adults surveyed say they would buy an advent calendar for themselves (19%), while nearly two-fifths would buy it for family or friends (38%).

Breaking it down between parents or guardians and the rest, 15% of parents would treat themselves to an advent calendar, while 51% have chosen to spread the festive cheer to others. Among non-parents or guardians, 25% have indulged in a personal advent calendar, and 21% have selected one for a lucky recipient.

However, roughly half of all surveyed British adults (50%), say they are not considering purchasing an advent calendar. This figure spikes among non-parents or guardians (59%), with parents or guardians slightly less likely to skip the advent calendar trend (43%).

Types of advent calendars being considered

The most popular choice across the board is the chocolate advent calendar, claiming the top spot for both personal use (79%) and gifting (82%). Beauty products come in second, but at a significantly lower rate (13% for themselves and 20% for family or friends).

About one in seven consumers opt for advent calendars featuring traditional pictures (12%; 15%) and toys (13%; 14%) for themselves and others respectively.

When it comes to gifting, alcohol and jewellery are favoured choices (14% and 12% respectively), but not so much when it's for personal use (8% and 5%).

Tea, puzzles, cheese, candles, and perfume calendars are considered by smaller percentages, ranging from 5% to 10%.

While chocolate advent calendars dominate, more than two-fifths of respondents (42%) agree that the tradition of chocolate-filled calendars is fading with the influx of diverse advent calendar options.

What’s deterring consumers from considering purchasing advent calendars?

The data reveals that a significant portion of GB adults who are not considering purchasing advent calendars (43%) believe they are primarily for children, indicating a potential perception issue. Over a quarter (27%) cite the rise in cost as a deterrent. However, around three in ten respondents disagree with both statements (31%), implying that it’s something other than cost or the perception that it's for children that is stopping them.

Addressing these factors, such as offering more affordable options or reshaping the narrative around advent calendars for all age groups, could potentially sway consumer behaviour.

How much are Britons willing to spend on advent calendars?

Cost significantly influences the consideration of Christmas advent calendars among respondents, irrespective of their purchase plans. Notably, 48% of respondents express a preference for advent calendars priced at £5 or less, indicating a strong inclination towards affordability. Additionally, 35% are willing to consider calendars in the price range of more than £5 up to £20, reflecting a moderate willingness to invest. A smaller but still noteworthy 6% are open to advent calendars priced between more than £20 and up to £50.

The data also indicates that British men are slightly more willing to spend more than £5 up to £20 (38% vs. 33% of women), while women are more likely to go for advent calendars that cost £5 or less (54% compared to 42% of men).

These findings could offer valuable perspective for marketers aiming to understand and address evolving consumer sentiments in the festive market.

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Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on November 10-12, 2023, with a nationally representative sample of 2,049 adults in the United Kingdom (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, social grade and region to be representative of all adults. Learn more about YouGov Surveys: Serviced.

Image: Getty Images