In September, much of the country was still sweltering in the summer heat.
But on TikTok, theholiday seasonhad begun.
If youre flummoxed by how early in the year were seeing this pop in ofcontent, youre not alone.
Design by Channing Smith
Why areadvent calendarsALREADY coming out?
a commenter posted on an influencersviral unboxingof an Anthropologie beauty set on September 23.
Traditionally, Advent calendars were a fun but low-key holiday gimmick.
But now it seems everyone hastheir own versionand theyre getting more and more over the top.
Why have Advent calendars become such a craze?
Marketing experts toldGlamourthat its pretty simple: They serve as brilliant branding tools.
After all, who doesnt love unboxing?
But, she says, it makes a lot of sense.
They [offer] a gifting experience that can become recurring purchases, she says.
Plus, the calendars stunty and fun nature are inherently engaging for content.
The brand gets ongoing feel-good exposure, he says.
Many influencers agree with brands: Advent calendars are good content.
That way my audience is still interested and the hype for the cal is still at its peak.
Earlier in the year, when Sephora unveiled its much-anticipated Advent calendar, the productwent viralfor allthe wrong reasons.
In 2021, Chanel infamouslydrew backlashfor their $825 calendar that offered stickers and a paperweight.
The luxury brand has not released an Advent calendar since.
Attention to detail and respect for the consumer relationship are non-negotiable, said Mulock and Chambers.
Advent calendars are no exception.
Its worth a try, though.
Its a holiday win-win.
