The growing trend for luxury adult Advent calendars has sparked alarm among environmental groups, who describe the phenomenon as 'superfluous consumerism' that significantly contributes to Britain's waste crisis.
The Packaging Problem
While traditional children's calendars featured simple festive images behind each door, modern adult versions contain everything from high-end beauty products to unusual food items like instant mashed potato. This year's offerings include calendars from Nivea priced around £30 and Liberty's luxury version costing £275.
Environmental campaigners highlight the excessive packaging involved in presenting 24 individually wrapped products, many of which may end up unwanted. Anna Diski, plastics campaigner at Greenpeace UK, told reporters: 'Advent calendars like these probably contain two or three items you actually want, and 20 or so more you could do without.'
Consumer Habits and Environmental Impact
Recent research from Ipsos reveals that seven in 10 Britons purchase an Advent calendar, with chocolate versions remaining most popular at 84%. However, beauty calendars are gaining significant traction at 15%, alongside toy calendars (14%) and non-chocolate food versions (10%).
Daniel Webb, founder of the charity Everyday Plastic, described these luxury calendars as 'a microcosm of a bigger problem - a system that keeps producing more and more stuff we don't need and probably can't afford.'
According to Ipsos Synthesio's consumer intelligence platform, online discussions about Advent calendars now begin as early as September, driven by retailer promotions and influencer unboxing videos.
Expert Advice and Industry Response
Beauty expert Sali Hughes recommends consumers ask themselves: 'Would you want at least five of the advent items if sold at full price?' She suggests imagining products without their seductive packaging to assess true value.
Meanwhile, Samantha Dover of Mintel notes that while the adult Advent calendar trend shows no signs of slowing, the high cost puts many options out of reach for average consumers. She observes that many people self-gift calendars or split costs with others to share products, potentially reducing waste.
Dr Christopher Carrick of bio-plastics manufacturer Lingin Industries predicts that government legislation, particularly extended producer responsibility schemes, will pressure companies to reduce packaging in future calendar designs.
