“From Religious Symbol to Consumer Craze: The Evolution of Advent Calendars”

LISTEN |  How a religious symbol became another way to part with your cash :

Cost of Living5:47When Christ meets consumerism

While the advent calendar has religious origins, it is now commonly recognized as a simple grocery item with chocolates hidden behind 24 perforated cardboard doors.

The tradition of the sugary Christmas countdown dates back to the 1950s when the initial chocolate versions appeared. Cadbury popularized them in 1971 to engage children with the Christian tradition of Advent, as noted by Canadian marketing expert Robert Warren, who closely tracks Christmas trends.

Warren, currently a marketing professor at the University of North Dakota in Grand Forks, mentioned, “What we’re observing now is a significant commercialization of the advent calendar.”

Today, advent calendars are available in a wide range of products, from Lego sets to whisky, ice cream to jewelry, sex toys to fishing gear. Influencers on platforms like TikTok showcase unboxing experiences of luxury advent calendars, such as a $11,000 offering from Dior.

WATCH: A review of a $11,000 Cdn advent calendar by an influencer

Warren explained to Cost of Living that this trend is part of what is known as “Christmas creep,” where businesses start promoting holiday-related items earlier each year to encourage increased consumer spending.

He added, “With various brands finding ways to engage customers earlier in the Christmas season, the advent calendar has become a convenient tool for this purpose.”

Additionally, younger consumers appreciate the daily experience of unwrapping a small gift, according to Warren.

For 26-year-old Maya Warwick Brunelle in Montreal, receiving an advent calendar from her mom, filled with 24 tiny jam jars from Bonne Maman, has become a cherished tradition over the past three years.

Although priced around $60, this gesture holds sentimental value for Warwick Brunelle and her mother, offering a way to stay connected through their mutual appreciation for jam, as well as the reusable glass jars.

Compared to extravagant options like the Dior calendar or a reported $112,000 US jewelry version from Tiffany’s, the jam advent calendar provides a more affordable and meaningful daily treat, as noted by Warwick Brunelle.

Some of these treats include limited-edition jams available only once a year, a common marketing strategy, according to Lily Lin, a marketing associate professor at Simon Fraser University in Burnaby, B.C.

This exclusivity conveys a message of potential regret if the opportunity is missed, emphasizing the appeal of such limited products, explained Lin.

Lin also highlighted the psychological aspect of anticipation leading up to an event, citing research that suggests the build-up to an event can often be more exciting than the event itself, aligning with the concept of advent calendars and the countdown they provide.