Environmental groups have raised concerns about the trend of Advent calendars targeted at adults, labeling them as a form of “superfluous consumerism” that contributes to excessive and wasteful consumption. Traditionally, Advent calendars were aimed at children, featuring festive pictures behind each door. However, adult calendars now encompass a wide range of items, from luxury beauty products to unconventional items like instant mashed potatoes.
This year’s offerings include beauty calendars such as the Nivea Women’s calendar, priced around £30, and a more expensive option from Liberty at £275. Critics have pointed out the environmental implications of the packaging required for these calendars, which often contain 24 individual products, leading to concerns over excessive packaging and potential waste from unwanted items.
Anna Diski, a plastics campaigner at Greenpeace UK, noted that many calendars might include only a few desirable items, with the rest being superfluous. Daniel Webb, the founder of the charity Everyday Plastic, emphasized that these luxury calendars reflect a broader issue of incessant consumerism.
According to Ipsos, about 70% of Britons have purchased an Advent calendar at some point, with chocolate options being the most popular, followed by beauty and toy versions. Online conversations about Advent calendars have reportedly started as early as September each year, largely fueled by retailer promotions and influencer unboxing videos.
Webb criticized the tendency to start Christmas shopping in autumn, attributing it to marketing strategies that encourage overconsumption rather than genuine celebration. Sali Hughes, a beauty expert, suggested that consumers consider whether they would truly value most items in a calendar if bought separately, while Samantha Dover from Mintel stated that while the adult Advent calendar trend persists, its cost can be prohibitive for many.
Dr. Christopher Carrick, founder of a bio-plastics company, pointed out that upcoming government regulations regarding packaging could impact the production of these calendars, compelling brands to reduce excessive packaging and address waste issues more responsibly.
Source: https://www.theguardian.com/lifeandstyle/2025/nov/22/adult-advent-calendar-trend-alarms-green-groups-waste-crisis