The beauty advent calendar craze goes national, but at what cost?
Across Norwegian retailers and online shops, beauty advent calendars have shifted from seasonal promo to a full-blown phenomenon. Some of this year’s calendars were sold out within hours, three months before Christmas. The speed of the sell-out has sparked a broader conversation about consumer culture, value, and the real meaning of the holiday season.
Prices aren’t the only talking point. The most coveted calendars from major players like Lyko, Blivakker, and Caia have disappeared quickly, with the priciest options approaching 3000 NOK. The scarcity fuels a sense of urgency: even shoppers who aren’t sure they want the products can feel compelled to buy before it’s too late.
For many, the hype feels disproportionate to the outcome. “People go crazy after them,” says Vibeke Røyset, a 25-year-old who watches the market with a wary eye. “It’s insane that many pay so much for something that may turn out to be rubbish.”
Prices, hype, and the risk of panicked purchases
The strongest calendars tend to sell out almost immediately, regardless of price. The phenomenon isn’t just about cosmetics; it’s about the psychology of scarcity in a social media era where influencers and marketing messages amplify every release. Experts worry that the urgency nudges shoppers into impulsive buys, sometimes paid with invoicing or “buy now, pay later” options that can complicate personal finances.
Spareøkonom Kornelia Minsaas from Lendo notes the tension: it’s troubling that calendars can be gone by September, turning anticipation into stress. “People might buy in panic, thinking they’ll miss out,” she says. The allure is partly the marketed value—the invoices often claim that the products total far more than the price tag, making the deal seem irresistible. But is a random mix of 24 items really the best use of money when the goal is to manage household budgets or save for future goals?
Is the appeal worth the cost?
Minsaas reminds that the calendars often promise a high-value deal, but the individual products are typically chosen to fit a broad audience. The risk is that buyers end up with items that don’t suit their skin type or preferences. In a climate where women, on average, have less accumulating wealth than men, the urge to chase “value” can carry real financial consequences for those who already juggle tight budgets.
What the brands are saying—and what they’re not
Retailers have responded with a mix of transparency and justification. Lyko emphasizes advanced release planning: calendar contents are disclosed in advance, there are multiple calendars in different price ranges, and users can still find options even after the initial rush. Blivakker acknowledges the perception of high prices and the pressure to buy, while stressing openness about what’s inside so customers can make informed choices. They highlight a sustainability angle: this year’s calendar contains only full-sized products and uses a reusable beauty bag for packaging, aiming to reduce waste compared to traditional sets.
Caia Cosmetics has not answered TV 2’s inquiries at this time. The companies’ responses reflect a broader debate: is the calendar a thoughtful gift with real value, or a marketing lightning rod that preys on insecurity and shopping fatigue?
Gifting smarter: tips for calmer holidays
For those feeling the heat of the season’s countdown, Minsaas offers a calm counter-narrative: you have time. “Three months until Christmas—there’s no rush,” she says. If you want a calendar, agree on a budget with a friend or family member and create something personalized instead. The point of an advent calendar, she notes, is to count down to Christmas, not to accumulate stress or debt.
In practice, that could mean choosing a single, well-curated calendar, or skipping it altogether in favor of a thoughtful gift or a DIY countdown with items you already own. The message is clear: holidays should be about connection, not consequences of impulse buys or marketing hype.
Conclusion: a trend that’s provoking reflection
As more shoppers watch their social feeds for the next “must-have” calendar, the public debate grows louder. The idea of exclusive products arriving in the weeks leading to Christmas has undeniable appeal, but critics warn that the frenzy obscures the holiday’s true purpose and can pressure both wallets and nerves. If the trend continues, expect more conversations about value, media influence, and the real costs of holiday shopping.
