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They're all over your TikTok and Instagram – people unboxing the latest extravagant beauty advent calendar.
Influencers excitedly wonder which eyeliner, serum or hand cream will be behind the first door and rave about the beautiful box they arrived in.
But are these products, which can cost hundreds of euros, really worth it?
Yes, says TikToker Cissy Jones from Manchester.
We're just over a week into November and the 27-year-old, who is responsible for social media at the fashion brand PrettyLittleThing but also makes TikToks on her personal account, has already published a dozen calendar videos from Advent. Everything from chocolate to beauty products and wine, and even a Pets At Home calendar for her dog.
“There’s one – the Harrods 12 Day – where every product is something I would buy,” she says. “So I save money.”
This idea of saving money is something that brands latch onto in their marketing. A calendar might cost £250, but it's actually “worth £1,000”, they say, if you add up all the individual items.
“But you have to want the real products,” explains Cissy. “Otherwise it’s a bit of a waste of money.”
Cissy Jones/TikTok
Cissy Jones says there is huge interest in beauty advent calendars online
Retailers can afford to offer seemingly good deals because beauty products carry a significant margin, analysts say.
And rather than looking to make a big profit, they view Advent calendars as a marketing tool to encourage you to buy more products later.
“Many retailers recognize that Advent calendars are a great way to bring new products to the consumer and encourage them to convert,” says Natalie Berg of NBK Retail.
However, Sarah Johnson of Flourish Retail says that while there are many lovely bespoke calendars available, “many (businesses) are simply using Advent calendars to move stock that may not be popular, rather than having to reduce them.
The size of items in Advent calendars can vary: some offer full-size bottles, others smaller versions, and others a mix of both.
But people may want smaller sizes, Berg says, because it's common to want to try something before fully committing.
Holly May Arnott
Advent calendars are a great way to try out products she's seen on social media, says Holly May Arnott, who herself started posting unboxing videos on TikTok.
Holly May Arnott agrees. “It’s a fantastic way to try new and trendy products that I may have already seen on social media,” she says.
The 26-year-old has been buying beauty calendars for several years now. It's something she and her mother do together.
“It’s like extending the thrill of Christmas morning,” she says, adding a sense of excitement throughout the month of December.
The most expensive one she bought was from Selfridges, which was “such luxury”.
But she says that while beauty calendars “can seem like a bit of an investment, they're worth it to us.”
With so many products available, Cissy Jones' advice is to look for a brand you like and look for good value, in terms of the total cost of all items individually compared to the price of the calendar.
However, even though a product may seem good value for money, for some, spending over $200 on an advent calendar is simply a luxury they cannot afford.
Nihal
Nihal doesn't think it's worth paying hundreds of dollars for a calendar unless you use every product in it.
As a result, many scam websites have sprung up, trying to take advantage of people looking for a good deal on an expensive item.
Emma Jones and Nihal, who did not want us to use her last name, contacted the BBC after falling for fake adverts claiming to sell the £250 Space NK advent calendar for £28.99. Both women were attracted by the apparent discount and said they would not pay full price.
“I wouldn't feel comfortable spending that amount of money, mainly because I wouldn't have as much money available,” says Emma.
“They can be very expensive – I’m not one to pay full price,” says Nihal.
“I don't think it's worth it. If you're going to use every product, then maybe yes. But sometimes in these prepackaged products, you're probably only going to use two or three of these products.”
But part of the reason beauty Advent calendars are so popular is that shoppers still want to treat themselves, says Natalie Berg.
And many are willing to pay a high price – and even more.
Sephora/Harrods
Many beauty calendars are already sold out, like those from Sephora and Harrods.
Companies like Space NK, Harrods and Sephora have all sold out of their main calendars already.
The Harrods beauty calendar was priced at £250 but claimed to include items worth £1,600, while Sephora's £199 calendar said it included items worth £1,000.
But you can find people selling them on eBay, asking up to £550 for one from Harrods and £399 for one from Sephora.
“It comes down to supply and demand – dynamic pricing,” says Sarah Johnson.
It may make sense to buy it even at an inflated price, she says, if the retailer is out of stock and you can't get it anywhere else, especially if you perceive it to save you money. on the total value of all items. .
This, however, raises the question of why companies don't just earn more.
Ms Johnson points out that this is a seasonal product and they don't want to order too much and end up with excess stock that they would then have to reduce.
Space NK told the BBC it had produced 30% more stock this year than last, but due to “unprecedented” demand, stocks were still sold out within two and a half weeks . He plans to increase production next year.
Despite the expensive nature of beauty calendars, Ms Johnson says there is a “perception of value” there.
“People might buy it to take it out and give it (individual items) as gifts. There's an element where people treat themselves and are also very savvy and save money in the long run.”
With more and more Advent calendars on sale today, it was thought a few years ago that we might have reached the “peak” of the Advent calendar.
But Cissy disagrees – and thinks it's the opposite.
“They always sell out every year, so I feel like there’s room for more.”
