With 2020 running in to the final quarter, it’s pretty fair to say that Christmas feels like it’s approaching far sooner than previously – as we look for a reason to celebrate.  Far from taking each other for granted, a time to reflect, and cherish the people and things we love, while allowing a little escape to our favourite traditions!

As we all look for little treats, and perhaps a dose of self indulgence, the annual race for the best advent calendars is on, with the highly anticipated branded offerings hitting the shelves, and selling out in days.

As a child, perhaps hard done by, I still remember the excitement of opening a door to find a picture behind it… let alone a chocolate.  But in recent years the advent calendar offering has grown to include daily gins, wine, beers, beauty and fashion… with so many retailers and brands joining the party.

With media and influencers hyping up release date and times, many sell out in just hours, with customers urged to join waiting lists so they don’t miss out.

And of course there’s a calendar to suit all budgets. Take beauty for example – with Boots’ Beauty option starting at £45, while the sell-out Liberty London costs £215, but with contents worth near £800 – it’s worth the dash!

Sarah Coonan, Liberty Buying Director told Harpers Bazaar: “2020 has been such a tough year and I for one am in desperate need of a bit of joy. I think our customers feel the same and want to treat themselves and their loved ones. Our Advent Calendar is always a huge success, but this year’s demand has been unprecedented!”

While others thrive, Marks and Spencer has halted production of it’s historically popular advent calendar, replacing it instead with a curated beauty box of ten of their top brands worth over £120.

Maybe this is the year of self gifting afterall… never has there been a better reason to brighten the 24 days in December!  So are you an indulgent adventer?  Make your own at home?  Or just happy to go without and see what Santa brings?

Our consumer lifestyle PR team specialises in connecting everyday brands with everyday people across four core sectors; Consumer Lifestyle PRFood PRRetail PR and Sport, Health & Wellbeing PR. More information on these areas of knowledge can be found at www.escapadepr.com/about-us.