Ah, the advent calendar: a delightful little prelude to Christmas, designed to inspire anticipation, patience, and joy. A chocolate here, a toy there, maybe even a glittery sticker if you were lucky. The humble advent calendar was once a sweet slice of holiday tradition. But thanks to social media and our collective dopamine-fueled obsession with instant gratification, we’ve traded thoughtful anticipation for binge-worthy spectacle.
Welcome to the world of advent calendar unboxings, where influencers rip through $1,200 Swarovski crystal sets and $98 Anthropologie trinket boxes in minutes, all for millions of views and a dopamine hit that leaves the rest of us craving...what, exactly? Let’s unpack the cultural shift—like a branded 24-day box of miniature moisturizers.
Advent Calendars: From Devotionals to Dollar Signs
Once upon a time, advent calendars were tied to the actual advent season—a religious tradition marking the four weeks leading to Christmas. They were spiritual and simple: devotional images, Bible verses, or the occasional modest treat designed to align hearts and minds with the coming of Christ. Then, somewhere in the 1970s, Cadbury sauntered in with their chocolate versions, and capitalism saw an opportunity to sprinkle sugar on sacredness.
Fast forward to today, and advent calendars are no longer about spiritual preparation or even a daily nibble of chocolate. Instead, they’re extravagant marketing tools. Brands like Kiehl’s and Dior have transformed the calendar into a luxurious product launch, each day revealing $50 face creams or perfume samples that scream, "Merry Capitalism!"
And who’s leading the charge? Influencers, of course. They’re the new Santa Claus, except instead of delivering joy to children, they’re delivering millions of dollars in revenue to brands, all while shredding through advent calendars faster than you can say, "Tis the season."
The Great Unboxing Phenomenon
Unboxing as a concept isn’t new—it’s been the backbone of YouTube content since the dawn of time (or at least since someone decided to film themselves opening an iPhone box in 2006). But advent calendar unboxing has taken this trend to absurd heights.
Here’s how it works: influencers buy (or are gifted) calendars stuffed with 24 mystery items, sit in front of a ring light, and open all the doors in one sitting. The videos are quick, flashy, and oddly satisfying, triggering the same part of your brain that loves spoilers but hates waiting.
Take TikTok star Courtney Cahoon, for instance, whose “Advent Series” has become a holiday tradition for her 1.5 million followers. She gleefully tears through calendars, offering her thoughts on whether Swarovski’s $1,200 crystal ornaments are worth it (spoiler: probably not) or if Anthropologie’s $98 box of tchotchkes lives up to its price tag (double spoiler: definitely not). Her most popular video this year? Over 3.6 million views.
What’s the appeal? As Carnegie Mellon professor Ari Lightman puts it, we’ve got the attention span of a hyperactive elf. Why savor a 24-day ritual when you can binge it all in four minutes? Plus, who needs patience when someone else can spoil all the surprises for you?
Advent Calendars on Steroids: The Brands Are Winning
It’s not just influencers who benefit from the unboxing frenzy. Brands have cracked the code on making us salivate over the idea of tiny daily gifts.
“It’s about the surprise and anticipation,” says Reilly Newman, a consumer behavior expert. But not just any anticipation—this is the kind of manufactured excitement that has you thinking you absolutely need 24 travel-size skincare products, even though you already have 38 unopened serums in your bathroom cabinet.
For brands, advent calendars are a marketing goldmine. They don’t just sell products—they sell a month-long experience. And once they’ve made it into your December routine, they’re practically guaranteed a spot on your holiday shopping list next year.
The strategy is simple yet insidious: get consumers to interact with the brand every day. By the time you’ve unwrapped day 24, you’re not just a customer—you’re in a pseudo-relationship with Dior or Kiehl’s. Who knew capitalism could be so romantic?
The Problem with Instant Gratification
But let’s not pretend this is all harmless fun. The advent calendar craze reveals some darker truths about our modern holiday habits. First, there’s the glaring irony: advent calendars are supposed to be about savoring the season, not fast-forwarding through it like you’re speed-running Christmas.
Second, unboxing videos rob others of the joy of discovery. Imagine shelling out $200 for a high-end calendar, only to have the contents spoiled by a TikTok star who blew through the whole thing before Halloween. Some viewers argue that these videos are actually helpful, acting as reviews for potential buyers. But let’s be real: if you need to watch someone else unbox a $1,200 Swarovski calendar to know it’s a bad investment, you might want to rethink your holiday priorities.
Finally, this trend underscores how social media has warped our sense of value. Instead of appreciating a thoughtful gift or a meaningful tradition, we’re obsessing over whether the $98 Anthropologie box was “worth it.” Spoiler: no advent calendar is worth $98, but the internet will still have you believe you’re missing out if you don’t grab one.
Nostalgia as a Marketing Weapon
Let’s not overlook the role of nostalgia in all this. Advent calendars tap into warm, fuzzy childhood memories of counting down to Christmas. But instead of using that nostalgia to create meaningful moments, brands are weaponizing it to sell us overpriced miniature products.
And we fall for it every time. Why? Because the holiday season is a nostalgia-fueled fever dream. We’re desperate to recreate the magic of our youth, and if that means buying a $500 advent calendar filled with 24 tiny candles, so be it. After all, nothing says Christmas like lighting a different overpriced wick every day.
Is There Hope for the Advent Calendar?
Here’s a radical idea: what if we took a step back from the frenzy? What if we rediscovered the joy of opening one door at a time? Maybe even—brace yourself—going back to the basics with a $5 chocolate calendar?
Sure, it’s tempting to get caught up in the glitz and glamor of luxury advent calendars and viral TikToks. But at its core, the advent calendar is about anticipation, patience, and simple pleasures. It’s a reminder that the holiday season isn’t about unboxing 24 serums in one sitting—it’s about savoring the magic of the moment.
So this December, let’s resist the urge to binge-watch unboxing videos or splurge on Swarovski crystals. Instead, let’s celebrate the little things: a piece of chocolate, a handwritten note, or the joy of waiting just one more day.
Because at the end of the day, the true spirit of Christmas can’t be found behind door number 24. It’s in the moments we create and the memories we hold dear—no unboxing required.
