Beauty advent calendars are taking over TikTok and Instagram, with influencers unboxing luxurious calendars filled with makeup, skincare, and even wine. These calendars, priced in the hundreds, are marketed as offering far more value than their cost. But are they really worth the investment? The answer largely depends on individual preferences and spending habits.
Why They’re Popular
1. The Thrill of Unboxing and Discovery
• Influencers like Cissy Jones say these calendars are a way to save money while indulging in luxury. For instance, Harrods’ 12-day calendar is marketed as “worth £1,000” but sells for £250.
• The sense of daily excitement mirrors the Christmas morning feeling, as noted by beauty enthusiast Holly May Arnott.
2. Value Perception
• Retailers like Sephora and Space NK promise significant savings, making the calendars appealing.
• Smaller-sized products offer a chance to try trending items without committing to full-sized versions.
3. Luxury as a Treat
• Despite the price, many see these calendars as an indulgence. According to retail expert Natalie Berg, beauty calendars tap into consumers’ desire to treat themselves during the holidays.
Potential Downsides
1. Are the Products Useful?
• Critics like Nihal argue that many items may go unused, making the overall investment less worthwhile.
• Retailers often use these calendars to move surplus stock or less popular items, says Sarah Johnson from Flourish Retail.
2. The Risk of Overspending
• While some consumers like Cissy see the value, others fall victim to financial regret. Gen Z and Millennials, in particular, report higher levels of overspending remorse on beauty products.
3. Scam Risks
• The popularity of these calendars has also attracted scammers. Fake deals, such as the Space NK calendar advertised for £28.99, have duped unsuspecting shoppers.
• Marketing Strategy: Analysts like Natalie Berg say retailers use these calendars to attract new customers, betting that they’ll continue buying after the holidays.
• Limited Supply: High demand ensures sellouts, creating scarcity. For example, Space NK increased production by 30% this year but still sold out in just over two weeks.
• Resale Market: Sold-out calendars are resold at inflated prices—Harrods’ £250 calendar is listed for £550 on eBay.
Are They Worth It?
• Yes, If…
• You’ll use most of the products or break them up as gifts.
• You value trying trending products at a perceived discount.
• No, If…
• You’re unlikely to use many of the items.
• Spending hundreds on a seasonal indulgence feels excessive.
Beauty advent calendars have become a cultural phenomenon, blending luxury, excitement, and savvy marketing. While they’re a treat for many, others may find them overpriced and impractical. As demand continues to rise, shoppers are advised to research thoroughly to ensure their investment aligns with their personal needs and budget.
