In what is a ‘win win’ for retailers, a countdown to Christmas with a commercial return is scoring highly this year as sales of Advent calendars, in multifarious forms continue to grab the consumer’s attention.
Well over half (55.6%) of UK consumers intend to buy an Advent calendar this year, according to research carried out by leading data and analytics company, Global Data.
While chocolate Advents are still up there, it is the increasing choice of formats that are scoring.
A case in point is Paperchase’s stationery Advent calendar, which was a sell out.
“We’ve seen the trend for Advent calendars grow and grow over the past few years,” Hazel Walker, senior buyer of Paperchase, explaining the rationale behind the launch of its limited edition Paperchase Advent calendar that’s full of stationery.
Indies too are having a good time on the Advents front.
“Advent calendars (non-chocolate) have definitely caught the consumer’s attention with many publishers now producing some great designs and concepts,” states Miles Robinson, co-owner of House of Cards. “I think the consumer is still happy to purchase that ‘something different’ and certainly Advents for pets (which we’ve stocked for years) are really seeing a spike in growth,” adds Miles, citing Sally Swannell from Wrendale, Woodmansterne’s dog Advent and Real and Exciting’s designs as the real winners for the Home Counties-based retail group.
His words are echoed by Mark Janson-Smith, md of Postmark: “We have seen some very strong Advent calendar sales this year,” who revealed that the Caltime from Woodmansterne Battersea Dog and Cats Home Advents “sold out in two weeks”.
Next Wednesday (28 November) at The Calies 2018 calendar and diary awards sees the announcement of which Advent came out tops with the judges. The finalists are:
Angela Harding Three Hares from Art Angels
Badge Advent from Seedlings Cards + Gifts
The Crafty Lass Adventure from The Crafty Lass
Moonlight Silhouette from Alison Gardiner Designs
Northern Lights from Roger La Borde
Off The Leash from Caltime by Woodmansterne
Sally Swannell from Wrendale Designs
Tickets for The Calies awards event (which includes drinks, canapés and awards ceremony) are available from Clare or Emma from Createvents on 0118 334 0085. Email clare@createvents.co.uk Tickets cost £45 + VAT
Top: The Angela Harding Three Hares Advent from Art Angels that is in the finals of The Calies, Best Advent Calendar award 2018.
