This seasonal product typically consists of a collection of beauty, skincare, and personal care items packaged individually behind numbered doors or compartments. These are opened daily in the lead-up to a holiday, most commonly Christmas. Retailers like Target often collaborate with beauty brands such as Ulta Beauty to create unique versions containing a curated selection of sample-sized or miniature products. This offers consumers an affordable way to experiment with different brands and product categories.
These collaborative gift sets have become increasingly popular in recent years, offering significant value to both consumers and participating retailers. For consumers, they provide an opportunity to discover new products and brands, often at a lower price point than purchasing full-sized versions. For retailers, they drive holiday sales and promote brand loyalty. The historical precedent for advent calendars dates back to the 19th century, originating in Christian traditions. The modern iteration featuring beauty products has evolved this tradition, becoming a highly anticipated annual release for many beauty enthusiasts.
