An advent calendar rarely comes alone

Michael Restin

29.11.2025

Translation: machine translated

Advent calendars are well-intentioned gifts for children. But if too many doors are allowed to be opened, even the little ones will eventually switch off. Nevertheless, the market continues to grow.

Good news. It's seven o'clock, it's dark outside and the morning family countdown is ticking away. However, between breakfast, nursery or chindsgi, there is often a time slot in December for the numerous Advent calendars. In some years, I have wondered where they all actually came from.

I guess it went something like this: the small, classic ones with the colourful pictures were sent by the grandparents at the end of November. The ones with toys inside were sent by the other grandparents in October. There were chocolate calendars for everyone for some occasion or other. And the 24 bulging bags to top it all off were (and still are) a matter for the parents, of course.

In total, that's more than small children can process or eat in one morning. And if you have to give them a good talking to so that the last little picture is at least briefly admired, then something is wrong. The following comment from brunnerl showed me that I'm not alone in this feeling and that the Galaxus Community is divided into fans and doubters when it comes to the topic of Advent calendars.

This is completely different now, he continues.

I can also understand that and his slightly annoyed conclusion.

He's not quite so lonely in the forest. I join him and light a candle. And as we are not the first generation to feel that everything has become too much and somehow too much, we must have reached the point where there is far too much. But one thing is also clear: for every generation, what they grow up with is normal. And the trend has long been towards a lifelong Advent calendar.

Adults as a new target group

You can read about what's going on behind the scenes at Galaxus on a regular basis. And as certain trends manifest themselves in the sales figures, it can be said that Advent calendars have now outgrown children's rooms and are increasingly becoming a part of adult life. Four out of ten calendars no longer contain toys or chocolate, but socks, tea, wine, books or beauty products - all the things that we used to only put under the tree on Christmas Eve as an embarrassment gift.

Any company that misses out on this trend will have to take a good look at itself and fill a calendar the following year at the latest. It is by no means too late, as the global market is expected to continue to grow and double from 1.84 billion dollars in 2024 to 3.74 billion in 2033, according to a forecast from Dataintelo. Not only is the market growing - there are even growing advent calendars.

So far, Europe is responsible for 45 per cent of sales, but the global market is also overcoming cultural boundaries and conquering almost all regions of the world. Just as we clear away the Halloween pumpkins and realise that it's almost Christmas again, customs are also being adopted elsewhere. Even though more and more Advent calendars are finding their way to Asia or Africa, the nucleus of this culture lies in the small town of Maulbronn in Baden-Württemberg.

The first windows were invented by a publisher

Gerhard Lang is considered the spiritual father of the printed Advent calendar. The pastor's son and publisher from Maulbronn published the «Munich Christmas calendar» in 1903, which did not yet have windows but was a sheet to cut out and stick on - a Christmas tradition that quickly became popular and was further developed.

In the 1920s, Lang popularised the perforated, hinged doors, behind which a picture was hidden. The market took care of the rest. Competitors soon came up with the idea of using chocolate instead of pictures. And since we have arrived in the post-war affluent society, there is practically nothing left that does not exist in Advent - except perhaps contemplation. We give and send each other big boxes or small messages and make an effort to think of everything and everyone. But hardly anyone has time to make arrangements during the Christmas rush.

My children are now old enough and would be able to cope if I no longer filled an Advent calendar. Of course, I do it anyway. Because I have fond memories of sweetening every December day with a little something. When the gesture takes centre stage and is appreciated, it's all good. I'm just glad that the abundance has diminished somewhat in our house. But there's still plenty to look at: I've just received a link to a digital advent calendar.

Michael Restin

Senior Editor

Michael.Restin@digitecgalaxus.ch

Simple writer and dad of two who likes to be on the move, wading through everyday family life. Juggling several balls, I'll occasionally drop one. It could be a ball, or a remark. Or both.

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