9 Best Holiday Advent Calendars of 2025 (And What E-commerce Brands Can Learn From Them)

TLDR

• Advent calendars have evolved into powerful holiday storytelling tools that blend nostalgia, anticipation, and daily surprises
• Top picks for 2025 include the LEGO City Advent Calendar, Sephora’s Wishing You set, the YuMe Netflix Gift Box, Jo Malone London, Chanel N°5 Holiday Advent Calendar 2025, Vogue’s luxury Festive Calendar, Lindt’s Teddy Chocolate Calendar, H&M’s Jewelry Calendar, and the Mini Brands x Ulta Calendar.
• E-commerce brands can replicate the same effect digitally with, 

• Use storytelling-driven daily reveals across Instagram, WhatsApp, Email, and YouTube.
• Launch limited-time festive bundles to create urgency.
  Raise visibility with multi-channel countdowns and “Day X” drops.
• Increase AOV using holiday kits, minis, and curated bundles.
• Build customer loyalty through annual December rituals and VIP early access.
• Encourage UGC with shareable surprises, virtual scratch cards, QR reveals, and “Day X” challenges.
• Offer virtual Advent calendars to drive daily engagement at low cost.

If Christmas movies have taught us anything, it’s that the holidays are all about heartwarming stories that bring people together. Stories filled with nostalgia, joy, and those little moments that make the season magical.

And nothing tells a story better than an Advent calendar.

Each day in December becomes a new page in a festive tale with a small surprise and a countdown that builds anticipation for the big day. This blend of storytelling and surprise is why holiday Advent calendars have become powerful marketing tools that engage customers and build lasting brand loyalty.

From Netflix’s interactive show-themed calendars to Jo Malone’s luxurious festive collections, brands use advent calendars to create emotional connections and festive rituals that shoppers eagerly anticipate year after year.

In this blog, we’ll explore the best holiday Advent calendars of the year and reveal what e-commerce brands can learn from their storytelling magic to light up their own December marketing.

Best Holiday Advent Calendars 2025

1. LEGO® City Advent Calendar 2025

Imagine opening a new little surprise every day—24 in total—that brings a festive LEGO party right into your home. From Santa and his reindeer to a cute polar bear and a colorful Christmas tree, this calendar is packed with charming mini builds that kids (and kids at heart) will love.

It’s like having a tiny holiday celebration to build every day of December. Plus, it’s perfect for kids aged 5 and up who enjoy mixing classic LEGO City life with fun seasonal twists. With 186 pieces, you get plenty of chances to create, play, and keep that festive spirit alive right up to Christmas morning.

And hey, it’s not just about the builds; it’s about the daily joy of discovery. Who doesn’t like opening a new door and finding a little holiday magic inside?

2. Sephora Wishing You Advent Calendar Set

There’s something comforting about starting your December days with a small act of self-care. The Sephora Wishing You Advent Calendar turns that feeling into a month-long ritual. It offers everything from nourishing creams and softening masks to sparkly makeup perfect for holiday nights.

Each door feels like a gentle reminder to pause, breathe, and do something just for you. Whether it’s a new lip shade to brighten your mood or a bath product that feels like a hug after a long day, every surprise adds warmth to the season.

If the holidays feel hectic, this calendar becomes your tiny sanctuary.

3. YuMe Netflix Gift Box - 2025 Advent Calendar with 24 Collectibles

If your holiday traditions include hot chocolate, twinkling lights, and curling up with your favorite Netflix shows, this Advent calendar is for you. The YuMe Netflix Gift Box 2025 has 24 exclusive collectibles inspired by seven of Netflix’s hottest shows and movies, like Stranger Things, Bridgerton, One Piece, Squid Game, Outer Banks, Rebel Moon, and The Witcher.

The calendar features an official TUDUM sound chip for an immersive experience, enhancing the unboxing with audio surprises related to the shows.

The packaging itself is premium and designed to make opening each door feel like discovering a treasure.

4. Vogue Festive Calendar 2025

Some gifts instantly feel premium, and the Vogue Festive Calendar 2025 is one of them. It has an exquisite collection of 32 curated gifts behind 25 beautifully designed doors. This calendar has 29 full-sized products across beauty, haircare, skincare, wellness, jewelry, and lifestyle, handpicked by Vogue’s expert editors.

What sets it apart is the thoughtful mix of iconic brands like Charlotte Tilbury, La Mer, and Laura Mercier, and emerging names such as Beauty of Joseon and Biodance

5. Lindt Teddy Chocolate Advent Calendar 2025

The Lindt Teddy Chocolate Advent Calendar 2025 is a sweet and simple way to add everyday joy to the holiday season. The adorable theme of the calendar makes it special. 11 of the doors hide mini chocolate teddy bears, 12 more contain delicious chocolate thins, and there’s one special chocolate teddy bear tucked behind a door to make Christmas Eve extra magical.

All chocolates are crafted from Lindt’s signature smooth, creamy milk chocolate, with some pieces featuring white chocolate fillings or hazelnut cream for a tasty twist. This calendar offers a nice variety of bite-sized treats, including Lindor Mini Milk Chocolate Balls and various milk chocolate flavors.

6. H&M Jewelry Advent Calendar

If your holiday season isn’t complete without a little glam, the H&M Jewelry Advent Calendar has you covered. The collection includes a variety of designs, from delicate earrings to playful bows, all made from quality materials, including recycled zinc (45%) and recycled polymethyl methacrylate (5%), emphasizing H&M’s commitment to sustainability.

It’s the kind of calendar that makes getting ready more fun, giving you something new to wear or mix-and-match every single day.

7. Mini Brands x Ulta Advent Calendar

The Mini Brands x Ulta Advent Calendar 2025 is a fun and fabulous way to count down to the holidays with 24 days of beauty surprises and collectible miniatures. This playful calendar features highly detailed mini replicas of Ulta’s favorite beauty products, from skincare staples to iconic makeup must-haves, all at a compact Barbie-sized scale.

It includes a mini vanity display that adds an extra touch of glam to your beauty stash. It’s perfect for beauty lovers who want to try out a variety of products without committing to full sizes and for collectors who enjoy the charm of miniature replicas.

8. Jo Malone London Luxury Advent Calendar 2025

The Jo Malone London Advent Calendar 2025 transforms the countdown to Christmas into a month of sophisticated indulgence. It's a highly coveted luxury ritual featuring 25 scented surprises.

The calendar is a treasure trove of Jo Malone's most celebrated items, including:

• Mini Colognes (9ml): Classics like Lime Basil & Mandarin and limited-edition festive scents, perfect for sampling and scent-layering.
• Home Fragrance: Seasonal favorites such as the Orange Bitters and Pine & Eucalyptus Miniature Candles to scent your home.
• Bath & Body Treats: Travel-sized luxuries like washes and creams, including the cult-favorite Vitamin E Lip Conditioner.
• The Grand Finale: A special, larger gift on Christmas Day (often a 30ml cologne).

This calendar offers an immersive olfactory journey, allowing you to create a personalized festive atmosphere. 

9. Chanel N°5 Holiday Advent Calendar 2025

The Chanel N°5 Holiday Advent Calendar 2025 is a monumental tribute to the iconic N°5 fragrance and a rare collector's piece. Designed in the unmistakable silhouette of the legendary perfume bottle, this calendar celebrates the house's heritage with 27 curated surprises (numbered from 5 to 31, in homage to the N°5 and 31 Rue Cambon).

This ultra-exclusive calendar offers a daily immersion into the world of Chanel luxury:

• Iconic Fragrance: Expect travel sizes of the N°5 Eau de Parfum and N°5 L'Eau, alongside scented treasures like the N°5 Hand Cream and the N°5 The Body Lotion.
• Makeup and Skincare: Deluxe miniatures from the makeup and skincare collections, offering glimpses of Chanel's latest beauty innovations.
• Exclusive Collectibles: The true appeal lies in the unique, non-commercial gifts—these might include bespoke accessories like a Chanel-branded snow globe, a N°5-shaped key ring, a limited-edition ceramic ornament, or festive logo decals, all highly sought after by collectors.

What E-Commerce Brands Can Learn From Holiday Advent Calendars

Holiday Advent calendars have become one of the most effective seasonal marketing formats across categories like beauty, toys, lifestyle, chocolate, fashion, and even entertainment. They’re successful because they blend anticipation, limited availability, and daily engagement. 

Here are the key lessons for e-commerce brands and how you can apply them virtually.

Use Storytelling & Anticipation to Drive Daily Engagement

Why it works: Advent calendars build curiosity and bring customers back every day. It turns December into a story-driven experience.

How to replicate it without creating a physical calendar: Create a virtual “24-day festive journey” using content, tips, mini offers, or reveal-style posts.

Channels to use:

• Instagram Stories/Reels: Daily reveals or countdown content
• Email: Automated daily “Day 1 to Day 24” festive sequences
• WhatsApp: Morning reminders or exclusive daily surprises

Use Seasonal, Limited-Time Offers to Build Urgency

Why it works: The once-a-year nature of Advent calendars triggers immediate decision-making.

How to replicate it digitally: Run limited-time holiday bundles, flash deals, or exclusive festive editions.

Channels to use:

• Website banners highlighting holiday “only this month” offers
• Emails promoting countdown-based urgency
• WhatsApp early-access alerts

Use Multi-Channel Reveals for Higher Visibility

Why it works: Brands like LEGO, Vogue, and Netflix use multiple platforms to build hype and reach different audience segments.

How to replicate it digitally: Reveal something new every day across your channels, a tip, an offer, a product highlight, or a user story.

Channels to use:

• Instagram Stories & Reels: Daily unboxing or reveal content
• Email: Detailed daily updates
• WhatsApp: Instant, high-open-rate notifications
• Website: A “Holiday Hub” reveal page
• Pinterest: Visual festive boards

Increase AOV Through Bundles & Minis

Why it works: Advent calendars use a mix of full-size and mini items to boost perceived value without increasing cost.

How to replicate it digitally: Create digital “Holiday Kits,” sampler bundles, trial-size packs, or curated gift sets.

Channels to use:

• Website product pages: Highlight bundle savings
• Instagram Reels: “Here’s what’s inside our holiday kit” videos
• Email: Promote curated sets & gifting ideas
• Paid Retargeting Ads: Push holiday bundles to warm audiences

Build Annual Holiday Rituals to Increase Loyalty

Why it works: Customers look forward to repeat annual launches such as Lindt Teddy, LEGO City, and Jo Malone calendars, and this anticipation turns your product into a holiday ritual that drives long-term retention.

How to replicate it digitally: Create a signature yearly digital event or series.

Channels to use:

• Email: “You’re on the list for our annual holiday drop.”
• Instagram: Consistent annual December themes
• Website: Returning holiday collection hub
• WhatsApp: VIP early access

Encourage UGC Through Shareable Surprise Elements

Why it works: Surprises naturally spark curiosity and excitement, making them highly shareable. This is why Advent calendar unboxings consistently go viral. People enjoy posting their daily reveals, and audiences enjoy watching them.

How to replicate it digitally: Incorporate digital surprises that motivate customers to share their reactions, such as virtual scratch cards, QR-code reveals, mystery offers, or day-specific challenges.

Channels to use:

• Instagram Reels: Encourage reaction videos or themed “Day X” challenges
• Instagram Stories: Repost customer reveals, photos, and results to build social proof
• YouTube Shorts: Share quick festive reaction clips or reveal highlights

Turning Holiday Magic Into Marketing Strategy

Holiday Advent calendars have become one of the most effective examples of how brands can use storytelling, surprise, and ritual to deepen customer engagement. From LEGO’s daily builds to Lindt’s nostalgic chocolates, each calendar shows how powerful a well-designed experience can be.

E-commerce brands don’t need to produce physical Advent calendars to tap into this momentum. Because the real value comes from the mechanics behind them: anticipation, limited-time excitement, multi-channel reveals, and daily touchpoints that keep customers emotionally connected throughout the month.

When you bring these elements into your digital strategy, any brand can recreate the same engagement loop that makes Advent calendars so successful.

In the end, Advent calendars work because they make people feel something every day in December.

If you can deliver that sense of discovery, delight, and ritual—even virtually—you can turn the holiday season into their most meaningful growth opportunity of the year.

Whether you want to create a virtual Advent calendar, a 12-day reveal series, or a holiday retention strategy, ZEPIC helps you create campaigns that engage customers daily and boost conversions all season long. Book a demo today!

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