With the start of the Black Friday season, the festive season and the holiday season in full swing, the availability of advent calendars has exploded both in physical stores and in the digital space, making it one of the most visible product categories today. As Delfi notes, this year’s calendars range in price from a few euros to more than 400, and their content covers everything from sweets to luxury cosmetics. This boom is a clear signal: advent calendars are no longer a token purchase to mark the anticipation of the holidays. For shoppers, it is also an opportunity to treat themselves, to gradually get to know the brand, and for businesses, it is a significant marketing format.

This trend, emotional buying and the potential for brands to turn the advent calendar into a marketing tool are discussed in a Delfi article, in which Joana Šaulienė, ASTERI’s CEO, also shares her insights. Inviting us to look at the calendar phenomenon not only as a consumer phenomenon, Joana commented on how this product helps to form a relationship with the consumer. We invite you to read it – a very valuable resource for those who are interested and looking for inspiration for festive marketing!

Read the article