The craze for beauty advent calendars goes into overdrive
Beauty advent calendars have moved from seasonal novelty to a full-blown shopping frenzy. Across Norway, many release dates are reached with clockwork speed: calendars from major retailers such as Lyko, Blivakker and Caia were already sold out within hours or even minutes after sales opened—three months before Christmas. The rapid sell-out has sparked a national debate about hype, value, and the very real pressure it creates for shoppers who feel they must act fast or miss out.
Multiple calendars priced at premium levels are already gone, with the priciest options pushing close to 3,000 kroner. The speed and the price tag have left some observers and consumers questioning whether the excitement justifies the expense, especially when the appeal rests on a mix of samples, full-size products, and the gamble that the contents will suit individual skin types and routines.
Pressure, hype and the risk of panicked purchases
Vibeke Røyset, a 25-year-old shopper, captured the mood: “It’s crazy that people pay so much for something that could be junk.” The sentiment is echoed across social feeds where influencers and followers discuss the phenomenon at length. Spare economist Kornelia Minsaas of Lendo warns that the timing of these releases—often in September or October—can trigger stress and spur impulsive buys, especially when the purchase can be charged on a bill. “The idea is that calendars are a good deal, but is it worth spending thousands on 24 random products that may not fit your needs?” she asks.
The situation is framed by the psychology of scarcity. When the most popular calendars disappear within hours, buyers worry about missing out and may buy to “keep up,” even if they don’t truly need or want the items. The pressure isn’t only about the items themselves; it’s about belonging to a seasonal trend and the social validation that comes with owning what everyone else wants.
What the brands say about price and value
Retailers have responded with a mix of transparency and varying product strategies. Lyko says its calendars are clearly categorized with pre-announced release dates, giving shoppers time to decide and prioritize. They emphasize that there are multiple calendars across price points, some of which remain available after the initial rush. Blivakker offers a similar approach, noting openness about contents and the value offered. This year, its calendar features only full-size products wrapped in a reusable beauty bag—an attempt to provide practical value and reduce waste.
Caia Cosmetics has not publicly commented through TV 2 at the time of reporting, but several players in the market are watched for their consumer messaging and how they frame value versus hype. The aim, supporters argue, is to strike a balance between giving customers a treat and avoiding the impression that the calendar is a must-have status symbol.
Money matters: gender wealth and smarter choices
In 2023, Norwegian statistics highlighted a gender wealth gap, with men holding substantially more wealth than women. Minsaas argues that the beauty calendar craze underscores a broader issue: industry marketing often taps into personal insecurities. Her advice is practical: consider saving or investing the cost of a calendar—whether that’s toward housing, travel, or retirement—and encourage women, in particular, to build long-term financial resilience. She emphasizes that the industry profits from consumer insecurity, and that various voices should advocate for mindful spending and real financial goals.
How to navigate the calendar hype
For those who still crave the countdown to Christmas, Minsaas offers straightforward guidance: relax and don’t panic. The calendar market has three months to go, and there’s time to set a budget. If a calendar is must-have territory, she suggests partnering with a friend to create a personalized “calendar” with items both want and will use, or choosing a single calendar based on specific products rather than a blanket assortment. The underlying message is simple: the point of a holiday calendar is to count down to Christmas, not to trigger stress or debt.
Bottom line
As beauty advent calendars continue to sell out quickly, shoppers are urged to weigh the thrill of owning sought-after products against the reality of budget and long-term needs. With three months to go, there’s still time to plan mindfully, whether you opt for a calendar, a DIY alternative, or a more restrained approach to holiday gifting.
