The countdown is on. As December 1 approaches, many Quebecers can’t wait to open the first box of their Advent calendar to discover the surprise hidden there. Much more than chocolate, there are now toys, tea, cosmetics and cheese, with local businesses taking advantage of the popularity of this tradition to boost their sales and attract new customers.
“When I suggested making a calendar with our candies, in 2019, my partner thought the idea was crazy. I still followed my instinct and, today, we sell 10,000 calendars each year,” proudly says Sarah Takforyan, founder of La Boîte à Bonbons, a Montreal company that sells its products in hundreds of points of sale. all over the country.
The first year, quantities were limited, the company wanting to test customers’ desire to move away from traditional chocolate. But quickly, it had to increase its production to meet the strong demand. “Every year, it’s the star of our online sales. There, we sold everything in less than two months, we have been out of stock since November 13, i.e. 15 days earlier than last year,” specifies the entrepreneur, still stunned by this success.
Same observation at T.Surprise, Saponaria and Fromages CDA, which offer calendars of teas, bath bombs and local cheeses, respectively. Demand continues to increase every year, they say, and their products are selling like hot cakes. “People want to try something else, they are looking for originality,” says Sonya Ann Legault, founder of the Saponaria soap factory.
For several years now, we have noticed that the Advent calendar is no longer as chocolatey as it used to be. Companies of all kinds have decided to jump into the market and produce their own pre-Christmas countdown. Toys, teas, jewelry, candles, cheeses, soaps, cosmetics, beers, spices or hot sauces are now hidden behind the little doors of calendars. This diversification of the offer seems to have given a second wind to the tradition, now charming both young and old.
“It is part of a movement of self-care which is gaining importance. We want to have fun, not forget ourselves in the daily grind. In a difficult political and inflationary context, the Advent calendar is like a gift we give to ourselves. With the aspect of surprise, we treat ourselves to a little bit of magic in our daily lives,” explains Maryse Côté-Hamel, professor of consumer sciences at Laval University.
Social networks have also largely contributed to increasing their popularity. The videos unboxing Advent calendars have become a real trend on TikTok, YouTube and Instagram. “It starts earlier and earlier, from November,” notes the professor. Some consumers watch the videos to reassure themselves about the content of a more expensive calendar by seeing what it contains in advance. Above all, it creates the desire among others to get one at all costs and it stimulates sales. »
The good deal
For businesses, the ritual of the Advent calendar represents a golden opportunity to boost sales before Christmas. “It’s very important for our turnover,” recognizes Sonya Ann Legault, from the Saponaria soap factory. It extends the holiday season, which is the time of year that allows us to get away with it, because it’s very quiet, spring and summer. »
“The Advent calendar is a must-have for us today,” adds Sarah Takforyan, from The Candy Box. Priced at $42 each, the calendars represent about 10% of its annual revenue.
In the opinion of Professor Maryse Côté-Hamel, the tradition of the Advent calendar has above all become a “powerful long-term marketing tool”. By placing miniature versions of their usual products, brands allow consumers to test their offering and become attached to it.
“Consumers rarely buy products they haven’t tried, for fear of not liking them and losing their money. With Advent calendars, they are no longer in unfamiliar territory and will, in many cases, return to the store during the year to buy the products they liked. »
Daniel Allard, president of Fromages CDA, confirms this. “Our calendar allows consumers to discover the products of local cheesemakers. For many, it is also a gateway to IGA, an opportunity to then build a partnership,” he explains.
Maud Gaudreau, president and founder of the Etat de choc chocolate factory, located in Montreal, agrees. “It’s mainly for the image that we do this. We establish our brand with our calendar, we promote our new products. »
Certainly, at a price of $150, its box set is a far cry from the Kinder, Lindt or Nestlé calendars found in grocery stores or pharmacies for less than $15. But the concept works, maintains Ms. Gaudreau. “Competition is strong for chocolate, you have to stand out. We offer haute couture. We do everything by hand, even our packaging, and we call on a local designer. It’s a completely different experience that we offer. »
The origins of the advent calendar
To watch on video
* **How have societal shifts in values, consumerism, and technology influenced the evolution of advent calendars from primarily religious observances to popular commercial products?**
## Open-Ended Questions for Discussion:
**The Evolution and Popularity of Advent Calendars:**
* What do you think are the main drivers behind the resurgence of advent calendars, particularly those featuring non-traditional items?
* How does the concept of “self-care” tie into the popularity of advent calendars?
* Do you think the role of social media in promoting advent calendars is positive or negative for consumers?
**The Business Perspective:**
* Beyond the immediate sales boost, what longer-term benefits do businesses see in offering advent calendars?
* How can companies like Saponaria and The Candy Box, who cater to specific markets, leverage advent calendars to their advantage?
* What are the challenges for smaller businesses in competing within the advent calendar market, especially against larger brands?
**Ethics and Consumerism:**
* Does the personalized nature of many advent calendars, featuring specific brands and products, encourage overconsumption?
* How can we ensure that the popularity of advent calendars doesn’t contribute to wasteful consumption and unnecessary packaging?
* Should there be more transparency around the sourcing and production practices of items included in advent calendars?
**Personal Reflections:**
* What is your opinion on the increasing diversification of advent calendar themes? Do you find it exciting or overwhelming?
* Have you ever purchased an advent calendar featuring non-traditional items? If so, what did you think of it?
* What role do advent calendars play in your own holiday traditions?
## Thematic Sections for Discussion:
1. **The Modern Advent Calendar:** Explore theSHIFT from traditional chocolate calendars to diverse offerings, and the role of social media in fueling this trend.
2. **Business Strategies:** Analyze how companies are using advent calendars as effective marketing tools, looking at both large and small businesses.
3. **Ethical Considerations:** Discuss the potential downsides of the increasing consumerism associated with advent calendars, and explore ways to promote responsible consumption.
4. **Personal Perspectives:** Encourage participants to share their own experiences and opinions on advent calendars, highlighting the emotional and cultural significance they hold.
