SustainabilityAnd this year, many beauty sets include full-size products instead of tiny miniatures. The larger sizes make sense, “especially if you want the consumer to use a product enough so that they want to purchase it again,” said Anna Keller, a senior global beauty and personal care analyst at the market research company Mintel. Selfridges’s 2023 version was released on Sept. 22; six weeks later, the store reported, it had sold 80 percent more calendars than during the same time period in 2022. Still, for some consumers, “they feel very expected at this point,” Ms. Keller said. Strategically, she added, it’s better for brands, “to think of Advent calendars as more of a mini-sampling experience,” so they can “really tie into that idea of small, highly giftable products that either you can gift yourself or share with other people.”

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