Whereas once advent calendars were about finding a chocolate treat behind the doors, non-calorific surprises now range from bath and body and home fragrancing products to stationery and socks, giving gift retailers another add-on gift in the run-up to Christmas. But the more traditional advent is also continuing to do well for many gift shops.
“We are well-known for our advent calendars, and are 70% up this year,” confirms Lindsey Kleinlercher, co-owner of Between The Lines, which has 16 stores in the South of England. “We buy directly from our supplier in Germany, and put out the advents in September where we start to sell them from day one.”
Continues Lindsey: “We display them in a prominent position, and customers know that we sell them, so word of mouth too, helps to drive sales.”
At Winter in Venice, general manager Oshadhi Peiris comments: “The winter months inspire discerning creations that bring about comfort, warmth, and a trip down memory lane, with advents very much a part of our new collection of luxurious gift sets.”
Other popular items for advent calendars include food (such as cheese, crisps and jams), beverages (to include coffee capsules) and alcohol related gifts (such as gin and tonic and wine).
Top: Lindsey and Florian Kleinlercher, owners of Between The Lines, are shown at their gift shop in Farnham, where advents are prominently displayed behind the counter.
