Food advent calendars gain popularity with diverse offerings beyond chocolate

Bon Appétit reported that food advent calendars are expanding beyond traditional chocolate to include items like hot sauce, tinned fish, and artisanal jams. This trend is driven by consumers seeking small daily indulgences in an expensive world and the appeal of unboxing multiple treats leading up to Christmas.

According to Advent Center, a hub tracking advent calendars globally, about one-third of the 250 food and drink calendars available this year fall into this category. Max Zeshut, the founder of Advent Center, noted that food and drink calendars serve as a lower-cost, noncommittal way for consumers to participate in the holiday ritual compared to other subscription boxes.

Fishwife, a company known for online gifting, launched a calendar featuring 12 doors of tinned fish and extras priced at $150. CEO Becca Millstein said the calendar's surprise elements generate social media engagement and chatter, motivating the company to enter the advent calendar market despite operational challenges.

Fly By Jing, a Sichuan condiment brand, sold out its advent calendar in about a month after launching in 2024. Founder Jing Gao shared that 65% of their calendars were purchased by new customers this year, and 20% of calendar buyers made additional purchases later, highlighting the calendar's role in customer discovery and retention.