What's happened
Multiple retailers have begun their holiday sales, including beauty, wine, and craft beer calendars. Demand remains high, with many items selling out quickly. New offers include luxury beauty sets, wine collections from Virgin Wines and Total Wine, and Brewdog's craft beer advent calendar, reflecting consumer interest in experiential and premium gifts.
What's behind the headline?
The early launch of holiday deals indicates a strategic shift by retailers to extend the shopping season and maximize sales. Beauty brands like Jones Road and Liberty London are capitalizing on the trend with curated calendars and gift sets that blend luxury and exclusivity, fueling consumer frenzy. The popularity of wine and craft beer calendars, such as Virgin Wines and Brewdog, reflects a broader consumer desire for experiential gifts that offer daily surprises. This trend also benefits retailers by creating scarcity and encouraging quick purchases, often leading to sell-outs and resale activity. As the season progresses, expect further limited editions and staggered releases to sustain the hype, with social media amplifying the frenzy. Consumers should act quickly to secure these high-demand items before they sell out, as the trend shows no signs of slowing.
What the papers say
The Scotsman highlights the strategic marketing behind advent calendars, noting their role in moving inventory and boosting visibility for brands like Liberty London and Harrods. Business Insider UK reports on early Black Friday deals from Ulta and the ongoing promotions from retailers like Boots, emphasizing the early start to holiday shopping. The NY Post details specific offers, including beauty, wine, and craft beer calendars, with a focus on their limited availability and consumer demand. South China Morning Post discusses the marketing tactics that turn advent calendars into seasonal rituals, creating urgency and hype through social media and limited releases. These sources collectively illustrate a retail landscape increasingly driven by exclusivity, social media buzz, and consumer desire for experiential gifts, with many calendars selling out rapidly and resale markets thriving.
How we got here
The holiday shopping season traditionally begins with Black Friday, but retailers now start sales earlier to capture consumer spending. Advent calendars, especially in beauty, wine, and craft beer, have become popular seasonal gifts, driven by their appeal for discovery and luxury experiences. Retailers leverage limited editions and exclusive offers to create urgency and boost sales.
Go deeper
Common question
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More on these topics
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Boots UK Limited, trading as Boots, is a health and beauty retailer and pharmacy chain in the United Kingdom and other countries and territories including Ireland, Italy, Norway, the Netherlands and Thailand.
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Black Friday may refer to: