The search for beauty advent calendars begins in summer According to a study by idealo
Although the start of Advent is still weeks away, Italians seem to already have their minds (and carts, and budgets) set on Christmas and all its traditions, including those that kick off early. According to data from idealo, an international price comparison platform, online searches for Advent calendars began as early as September and, in the past month, recorded a +347% increase compared to the same period in 2024. This is a clear sign that more and more people are choosing to prepare early for the holidays, taking advantage of autumn deals.
Most searched? Beauty and skincare lead the way
Idealo’s analysis shows that over the past month, more than half of the searches (58%) were for beauty Advent calendars, skincare, and make-up, confirming the popularity of cosmetic and personal care-themed versions. In second place are calendars for toys and children (23%), including iconic brands like LEGO and Playmobil, increasingly appreciated for turning the wait for Christmas into a daily game. Following are DIY products (9.5%), chosen by those who enjoy hands-on or creative activities, and fantasy or pop culture collections (4.5%), which combine the appeal of collecting with a passion for cult movies and series. Less common but growing are calendars related to home fragrances, designed for those who want to create a cozier festive atmosphere.
@octavianwho This is crazy!!! The line is like this at 8:45?? Insane. The Harrods Advent Calendar craze is insane! #harrodsadventcalendar #fragranceadventcalendar #harrodsfragranceadventcalendar #adventcalendar #harrodsfragranceadventcalendar original sound - ᯓ
How much the most desired calendars cost
The beauty calendars are also the most expensive as of mid-October 2025, with an average price of €72.67, followed by make-up calendars (€47.60), DIY (€43.98), and toys (€29.26). These figures show that Advent calendars are no longer just a pastime for children but a trending product appealing to diverse audiences. In particular, calendars dedicated to beauty and skincare have become true collectible items, often meticulously designed and offered by major cosmetic brands in limited editions. They contain miniatures of iconic products or new items to try, making each day of the countdown a small moment of discovery and personal gratification.
@dottiae_ Calendari dell’avvento super LOW COST! #calendariodellavvento #adventcalendar #calendarioavvento2025 #calendarioavvento #beautyadventcalendar suono originale - Carlotta | Content Creator
Early Christmas shopping (also to save money)
The advance in searches reflects a growing focus on price and a more strategic planning of Christmas purchases. More and more Italians choose to act well in advance to take advantage of autumn deals and pre-Black Friday promotions, comparing prices online to get the best value. As of mid-October 2025, 11% of Advent calendars on idealo were on sale. Moreover, considering the 35 most popular discounted products, the average price reduction stands at 26%. The Advent calendar thus becomes not only a festive symbol but also an example of conscious shopping, where curiosity and savings meet. With initial searches already starting in September, the countdown to Christmas has officially begun, at least online.
