What China really wants in Advent calendars

Chinese consumers’ fascination with Advent calendars is on the rise. At the beginning of this December, the hashtag “2024 Christmas Advent calendar” had already garnered over 7,630 instances of UGC (user-generated content) on Xiaohongshu, surpassing 2023’s total of 7,331. However brands should not rush in on this trend, as carefully balancing value and creativity is the key to succeeding. The controversy surrounding Chanel’s 2021 advent calendar serves as a cautionary tale. Priced at 6,055 RMB ($946), the limited edition box promised 31 surprises but delivered fillers like stickers and bookmarks alongside just five authentic Chanel items. A backlash exploded online, with #ChanelBlindBox racking up 46 million views on Weibo, turning what was meant to be a celebratory launch into a PR nightmare. Despite these pitfalls, Advent calendars remain a lucrative tool for brands, combining Christmas marketing with the thrill of unboxing. “They create memorable connections if executed well, blending anticipation with unique seasonal experiences,” says Pamela Chen, partner and managing director at the independent creative agency Mother Shanghai. But success lies in understanding what Chinese consumers truly value. Value for money Practicality and value dominate Chinese shoppers’ expectations. Platforms like Douyin and Xiaohongshu are filled with unboxing videos dissecting every item, with influencers like Jiuge (@九歌) and CEO Girl (@少女总裁) evaluating whether the calendars’ contents justify the price. Fillers such as samples or pendants often elicit criticism, while full-sized hero products and transparent pricing strategies earn praise. For example, Christian Louboutin’s advent calendar 2022, priced at 4,700 RMB ($650), was heavily criticized after an unboxing revealed its contents: Four full-size lipstick refills, one case, and a mix of miniatures, keychains, and perfume samples. The video generated 119,000 likes and over 5,300 comments, with remarks like “too stingy” dominating the conversation. Monthly sales of the calendar were a mere 26 units. Conversely, the same year, YSL’s 3,220 RMB ($445) Advent calendar won consumers over by clearly stating its value. With five full-sized products already equaling the purchase price and additional samples included as gifts, the calendar sold over 400 units monthly. Unboxing videos were brimming with positive feedback, highlighting the importance of transparency and perceived value. “Chinese consumers tend to view beauty brand Advent calendars from a more practical perspective,” says Ching Xie, client partner at marketing agency Red Ant Asia. “The Advent calendars offer an excellent opportunity to explore and experience a variety of products from their favorite brands — especially those highly anticipated items they’ve been eyeing. The appeal lies in being able to get these coveted products all at once and at a great value,” she adds. The Chanel and Louboutin controversies underscore the importance of managing consumer expectations. Chanel President Bruno Pavlovsky admitted that the backlash was a “shame,” emphasizing the need for caution in future launches. For brands, clarity around product value and content is non-negotiable. Design, exclusivity matter Multibrand retailers such as Harrods, Selfridges, and Lane Crawford often outperform single-brand calendars. In one notable unboxing video, beauty KOL Jiuge purchased Lane Crawford’s Advent calendar for 3,401 RMB ($470), revealing it contained items that combined retail for 12,507 RMB ($1,720), nearly quadruple the price paid. “The price/value ratio is crucial,” says Xie. “Multibrand retailers have an edge, offering diverse selections that appeal to a broad audience, while fragrance brands also perform well by showcasing their storytelling and design.” Beyond value, innovative design and exclusivity also resonate strongly with Chinese consumers. Diptyque’s 2024 advent calendar exemplifies this. Partnering with British artist Lucy Sparrow, the collection featured whimsical felt designs and limited edition candles in scents like Sapin (pine tree) and Friandise (gingerbread), housed in collectible packaging. These details elevate perceived value while tapping into the emotional allure of the holiday season. “Including a Christmas special product, as Diptyque’s limited-edition Sapin Advent calendar did, is a smart move,” Xie says. She adds, “Design also plays a key role – Penhaligon’s Advent calendar always stands out, full of festive charm and fun. But I believe the value of the products, if they include more star products, remains the top consideration for Chinese consumers.” Meanwhile, Chen adds, “Managing expectations is key for avoiding a backlash. Increasing perceived value through innovative formats, customizable elements and sustainable packaging could be ways to elevate customer satisfaction.” Social buzz Social media, particularly platforms like Douyin and Xiaohongshu, plays a pivotal role in shaping Advent calendar trends. Unboxing videos drive anticipation and generate buzz, but they also expose brands to intense scrutiny. Positive reviews, like those for YSL, can boost sales and brand loyalty, while negative feedback, as seen with Chanel and Louboutin, can severely impact a brand’s reputation. The anticipation factor is powerful when done right; unboxing creates unforgettable experiences. But brands must ensure that their calendars meet or exceed consumer expectations to avoid criticism. The Chanel Advent calendar controversy highlighted the risks of underdelivering in China’s discerning market. Yet, it also underscored the potential of Advent calendars to drive engagement, amplify social media presence, and solidify brand loyalty. By prioritizing value, innovation, and storytelling, brands can transform the Advent calendar into a cherished holiday tradition rather than a fleeting seasonal gimmick. In doing so they can successfully cater to China’s growing appetite for meaningful luxury experiences, ensuring that the countdown to Christmas remains a magical, and profitable journey.

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What China really wants in Advent calendars