Why adults are scrambling for food-focused advent calendars and paying $945

Published: Saturday, November 29, 2025 at 3:10 pm

Adults Embrace Advent Calendars, Fueling a Culinary Countdown Craze

The holiday season has seen a surge in popularity of advent calendars, traditionally a childhood tradition, now embraced by adults. These calendars, offering a daily surprise leading up to Christmas, have expanded beyond simple trinkets and candy to include a wide array of gourmet food and luxury items.

Companies are capitalizing on this trend, with calendars featuring cheese, caviar, hot chocolate, spices, and even canned cocktails. Prices vary widely, with some luxury options reaching hundreds of dollars. The Caviar Co. offers a 12-day calendar for $945, while more budget-friendly options like Bonne Maman's jam calendar are also popular.

The appeal of these calendars lies in the daily dose of surprise and the opportunity to experience luxury items that might not fit into a regular budget. The trend is fueled by social media, with online communities and unboxing videos driving demand.

One company, Lakrids by Bülow, was one of the first to market culinary advent calendars to adults. They have seen significant growth since their first calendar in 2011. Another company, Fly by Jing, has also found success with its spice-focused advent calendar, which sold out quickly.

The trend highlights a shift in how adults celebrate the holidays, with advent calendars becoming a way to indulge in small luxuries and create a sense of anticipation throughout December.

BNN's Perspective: This trend reflects a broader cultural shift towards experiential consumption and a desire for novelty. While the high prices of some calendars may seem excessive, the popularity of these items suggests a willingness among consumers to spend on unique and enjoyable experiences, particularly during the holiday season.

Keywords: advent calendars, food, luxury, holiday season, gourmet, caviar, spices, Lakrids by Bülow, Fly by Jing, Bonne Maman, consumer trends, Christmas, gifts, unboxing, social media, retail.

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