There may still be three months to go until Christmas, but beauty lovers are being urged to snap up advent calendars early this year to avoid disappointment after retailers enjoyed an early sales boost last year.
Last year, major high street brands started selling out as early as September, and the latest cohort of calendars packed with luxury beauty products is already flying off shelves.
Eager to cash in on the craze, Superdrug announced this week it had already slashed the price of its advent range by as much as half price and is now bracing itself for a shopping frenzy.
Since the collection launched on August 22, searches for ‘Christmas’ and ‘advent calendars’ on the beauty giant’s website have increased by 60 per cent and 30 per cent respectively compared to last year.
Revolution’s Christmas tree calendar, down from £120 to £80 in the sale as Superdrug cashes in on the beauty advent craze by urging shoppers to snap them up three months early
To keep up with demand, the store has doubled its range of advents as shoppers ditch chocolate for daily beauty and grooming treats.
The new range has 11 calendars including Studio (down from £26 to £18), which includes mini mascaras, nail polishes, lipsticks, brushes and makeup sponges.
The biggest saving however is the show-stopping giant Revolution Advent Calendar (down from £120 to £80) which includes 25 full sized makeup products.
Unsurprisingly the Revolution ‘Christmas tree’ has emerged as one of the store’s top selling calendars this year, beaten only by Disney’s Mickey Mouse offering.
Revolution’s 12 Days Of Christmas Box, down from £60 to £40. This year Superdrug has doubled its range of advents as shoppers ditch chocolate for daily beauty and grooming treats
Bloom Collection 12 Days of Perfume advent calendar, half price at £12. In recent years, savvy retailers have upped the ante when it comes to advent calendars, swapping stale chocolate for luxury beauty products
Men’s grooming brands Bristle & Smith and Lynx are also cashing in on the craze by releasing advent calendars designed for male shoppers.
Commenting on the trend, Superdrug’s commercial director Simon Comins said: ‘Last year was the year that everyone wanted an alternative advents calendar to kick of the celebrations early, treating themselves or friends and family in the run up to the big day.
‘This year we launched a wider range of advent calendars to keep up with demand and have slashed the prices so our early festive shoppers can bag a bargain.’
In recent years, savvy retailers have upped the ante when it comes to advent calendars, swapping stale chocolate for luxury beauty products.
Bloom Collection’s 25 Days of Candles advent calendar, currently half price at Superdrug. Men’s grooming brands Bristle & Smith and Lynx are also cashing in on the craze by releasing advent calendars designed for male shoppers
Last year, hundreds of people queued round the block to buy Liberty’s annual beauty advent calendar, while offerings from other brands sold out and appeared on eBayfor up to twice the price.
This year, the likes of No7, Charlotte Tilbury and The Body Shop opened their waiting lists as early as August.
In the hope of tempting new customers who will then go on to buy more products, beauty companies are stocking their advent calendars with goodies worth up several times the purchase price.