Overview: Beauty Advent Calendars Sell Out in Hours
Beauty advent calendars have become a seasonal phenomenon, disappearing from shelves within hours—sometimes minutes—of sales opening. In 2024, the most sought-after calendars from retailers like Lyko and Blivakker were already sold out three months before Christmas, with some premium variants approaching 3,000 kroner. This rapid sell-through isn’t just a curiosity; it’s reshaping how shoppers allocate their money during the holidays and what they expect from beauty brands.
The Hype, The Price Tags, and The Pressure
For many buyers, the appeal lies in a perceived bargain: potential value far exceeding the price tag, wrapped in a festive countdown to Christmas. Yet the frenzy can create a mounting purchase pressure. A 25-year-old shopper in the piece, Vibeke Røyset, describes how the hype can feel overwhelming and how some people end up paying more for items that may not be essential. The most coveted calendars vanish almost instantly, regardless of price, feeding a sense that you must act quickly or miss out entirely.
Experts warn about the risk of panicked buying, especially since some calendars can be purchased on invoice. Spareøkonom Kornelia Minsaas notes it’s troubling that calendars disappear as early as September, turning holiday shopping into a stress test. She questions whether spending thousands on 24 largely interchangeable products truly serves long‑term needs, or if saving or investing—toward things like a home or travel—might be wiser choices.
What Brands Are Saying
The industry has tried to balance transparency with value. Lyko says it organizes calendar contents well ahead of the sale and clearly communicates release dates to let customers plan, with options across price brackets still available. Blivakker similarly emphasizes openness about content and value, noting that this year’s calendar contains only full‑size products and ships in a reusable beauty bag to reduce waste and increase practicality. They stress that the calendar is a voluntary option, not a universal must‑have, and that many buyers find value in a total product value well above the price. Caia Cosmetics had not responded to requests for comment at the time of reporting.
Societal Context and Advice for Shoppers
Beyond the brand responses, the broader debate touches on societal spending patterns. In 2023, Norwegian men held substantially more wealth than women, a context cited by savings advocates like Minsaas to encourage more deliberate saving. Her message is clear: resist peer pressure, choose budgeting over impulse, and consider redirecting the money toward investments or long‑term goals. For many, the right move isn’t to chase the year’s hottest calendar, but to align purchases with values and needs.
Tips to Navigate the Season
For those who still crave the countdown experience, there are responsible paths forward. Start early and compare calendars across price levels, but be honest about what you already own and what will truly be used. If the thrill lies in the ritual rather than the box, consider DIY options: trade calendars with friends, set a shared budget, or assemble a personalized countdown with items you genuinely want or need. The central idea remains: Christmas is about connection and meaning, not merely securing the latest limited edition before others do.
