✨ Beauty Advent Calendars 2025: Why Beauty Lovers Can’t Wait to Unbox the Magic ✨
Let’s take a look at what our Beauty Buddies have to say on the subject.
As the festive season approaches, one thing remains clear — beauty advent calendars have become a holiday ritual. Once a novelty, they’re now a centrepiece of Christmas beauty shopping. Beauty Buddy’s Advent Calendar 2025 Survey reveals what consumers are really thinking this season — and the results show that the appetite for daily beauty surprises is stronger than ever.
💫 Anticipation Is Higher Than Ever
The countdown has begun, and excitement levels are sky-high — 75% of respondents said they’re very excited about beauty advent calendars, while another 20% said they’re somewhat excited. That means 95% of beauty lovers are entering the festive season with advent calendars firmly on their radar.
This enthusiasm isn’t just emotional — it’s actionable. 83% of respondents said they plan to buy one this year, a clear indicator that the beauty advent calendar remains one of the most commercially powerful seasonal offerings.
🎁 Self-Gifting Meets Sharing
When it comes to who’s receiving these calendars, there’s a clear blend of indulgence and generosity. 47% of respondents buy advent calendars both for themselves and as gifts, while 41% purchase primarily for themselves. It’s a shift that highlights how self-care and gifting are merging — consumers are happy to treat themselves, but also eager to spread the joy.
And even when every product isn’t used, the festive spirit continues. 74% of participants said they gift unused items to friends or family, proving that beauty advent calendars extend their influence far beyond their initial unboxing.
💄 Skincare Reigns Supreme
If one category defines the beauty calendar experience, it’s skincare. 41% of respondents said skincare is the type of product they’re most excited to discover, followed by 34% for makeup and 20% for fragrance. This aligns perfectly with the industry’s ongoing skincare boom — and shows that even at Christmas, consumers are thinking about glow and care, not just colour.
🌟 The Perfect Mix Matters
So, what drives people to choose one advent calendar over another? For 42%, it’s the product mix. Consumers want variety — a blend of skincare, makeup, and fragrance that makes each day’s discovery feel new and balanced. Brand reputation (27%) and value (20%) follow closely, but it’s clear that the excitement of discovery is the real selling point.
Unsurprisingly, 48% prefer one big mixed beauty calendar, rather than separate or mini versions. That sense of daily variety — across textures, categories, and brands — is what makes the countdown experience irresistible.
💰 Spending Smart on Luxury
The sweet spot for spending sits between affordable indulgence and accessible luxury. 39% of beauty lovers are planning to spend between £50 and £100 this year, while another 35% are open to investing more. This range signals a strong opportunity for brands offering high perceived value and premium presentation without stretching consumer budgets too far.
📅When they buy it?
Timing also matters — 31% usually make their purchase in November, just as gift season kicks in. That’s when social buzz, influencer content, and retail visibility all peak — making it the crucial month for conversion.
🧴What’s Inside Counts
When asked what would make their 2025 advent calendar truly special, 31% of respondents chose luxury fragrance, followed closely by high-end skincare at 29%. Beauty lovers are clearly craving sensory, elevated experiences — items that feel indulgent, gift-worthy, and personal.
The insights show that beauty advent calendars are no longer a passing trend — they’ve become an annual tradition built on excitement, experience, and emotional connection. Consumers don’t just buy them; they anticipate them, share them, and look forward to them year after year.
As one of the most anticipated seasonal products in beauty retail, advent calendars are proof that joy, discovery, and self-care are the ultimate luxury — especially when unwrapped one day at a time.
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We understand the importance of knowing your target audience. Do you make assumptions about your consumers, their preferences, opinions and needs? Understanding your consumers is key to ensuring your business decisions are well-informed and effective.
AT PXBB we run targeted survey campaigns, through Beauty Buddy the app, for our clients. Surveys provide answers, generate fresh data and insights, they substantiate assumptions and also help identify new trends.
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