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    ‘New themed advent calendars ruling Christmas season’

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    With Christmas just weeks away, advent calendars are surging in popularity, a recent report has stated, adding that beauty and alcohol advent calendars, especially beer-themed, has gained the most traction.

    According to new data from Taboola, advent calendars are surging in popularity by 295 per cent, which is 83 per cent more than traditional holiday staples like Christmas cards.

    Beauty advent calendars have seen the most dramatic jump, with a 1,738 per cent increase in readership during this period. Content about these calendars have been viewed more than 20,000 times, compared to just 9,200 for general Christmas gifts. Beauty calendars made up 31 per cent of all advent calendar sales last year, states the report.

    Other advent calendar categories are also gaining traction, like alcohol advent calendars, especially beer-themed, that grew to 13 per cent as well as adult-themed advent calendars increased 36 per cent to become the fourth most popular at 10 per cent.

    With 35 per cent of sales across stationary, candles, luxury chocolates, speciality teas and more, there are significant opportunities for niche brands to tap into demand for unique advent calendar experiences. As preferences shift from mass-market to personalised, specialised options are expected to thrive this Christmas.

    We’re seeing a unique trend of demand emerging for advent calendars in the UK, which is unlike any other market,” Dave Struzzi, communications lead at Taboola comments. “Traditionally, consumer interest in these products happens later in the holiday season with chocolate-themed items, but this year we’re seeing beauty and novelty categories such as alcohol, adult-themed and fashion calendars shaking up the traditional chocolate countdown.”

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