Retailers should consider beauty and booze advent calendars
Advent calendars are becoming increasingly popular pre-Christmas gifts in Australia and around the world, with 55.6 per cent of UK consumers stating their intention to buy at least one this year, according to GlobalData.
While chocolate remains the most popular choice overall, retailers considering launching an advent calendar, should be aware of the increasing spend on more extravagant non-chocolate offerings.
Beauty and alcoholic calendars top the list in terms of amount consumers are willing to spend on these products. Out of 2000 surveyed, 13.5 per cent of those said they would purchase a beauty calendar and would allow for an average spend of £32.45.
This is quite a significant spend compared to the average of £6.67 that consumers are willing to spend on chocolate calendars.
Beauty and booze calendars are increasing in popularity this year as more brands and celebrities jump on board the calendar trend.
Beer Cartel introduced their own beer calendar, offering 25 different beers for the Christmas countdown. While Aldi recently revealed it would be selling wine and beer calendars in its Australian stores.
Kids have influenced the growth in toy calendars and even our four legged friends come out strong, with 9.5 per cent of shoppers saying they would purchase a pet calendar this year.
Zoe Mills, retail analyst at GlobalData, said, “With more choice in non-chocolate advent calendars than ever before and these tending to have a much higher price point, a wider range is available tempting consumers and encouraging them to spend more on these products.
The average spend on advent calendars is also up year-on-year highlighting the boost in sales that advent calendars can provide.
“Retailers must get ahead of the game early, with 50.8 per cent of advent calendar shoppers stating that they like to purchase these products promptly due to concerns regarding limited availability. For brands the motto must be ‘once they are gone, they are gone’ to encourage impulse purchases and create a sense of exclusivity,” Mills said.