Beauty advent calendars can cost hundreds – but are they value for money?

Beauty advent calendars costing £100 or more are attracting shoppers, but the refund offer for Kim Kardashian’s Skims calendar has prompted renewed questions about whether their contents justify the price. The case highlights a tension between the appeal of festive surprises and customers’ desire for products they will actually use.

Some buyers judge calendars by the value and usefulness of the items inside: Julia says she paid £160 for a Space NK fragrance calendar and resold products she did not want. Others, including journalist Priya Raj and podcaster Rhea Somaiya, value trying samples but criticise calendars that contain unwanted or trivial items. Ipsos data indicates beauty calendars make up about 15% of all advent calendars sold, with 18 to 34-year-olds particularly likely to buy them.