Well, we’re into November now - and I’ve officially got my Christmas jumper on! (Mickey Mouse with a Santa hat if you were wondering.) But jumpers aside, you know one of my other favourite things about the Christmas countdown? Advent calendars! And it's not just confectionery companies - all sorts of businesses can use them to generate excitement for their products as we make our way through December. But how? Well, let’s dive in!
Why advent calendars?
Advent calendars are nostalgic, fun, and create a great element of surprise - and no way are they just for kids anymore. People of all ages can enjoy them, and for small businesses, they're the perfect way to offer a sample of your products, highlighting the top 24 (or 12) in your range. They’re interactive and will keep your fans engaged with your brand during the most exciting time of year, making them way more likely to buy from you again in January.
Sound good? Great! Now for the fun part - what goes behind those little doors?
Ideas for what to put in your advent calendar
1. Mini product samples
Think of these as tiny previews that offer a taste of what your business has to offer. Do you have a beauty line? Pop in mini lip balms, sample creams, or bath salts. For foodies, consider bite-sized pre-wrapped chocolates, tea bags, or spice samples. Customers get to try a little bit of everything, and who knows… they might come back for the full-sized version!
2. Exclusive seasonal products
If you have holiday-specific products, why not use the advent calendar to promote them? Maybe it’s a limited-edition scent, or some holiday-themed designs. Either way, these exclusive items can build a buzz, getting customers excited about products they can only get in December.
3. Discount codes or special offers
But it doesn’t have to be physical products - you could also sprinkle in some excitement with exclusive discount codes. Imagine December 10th offering '10% off your next purchase!' or December 15th featuring 'Free Shipping on Orders over £20'. Not only does it keep customers engaged, but it also encourages them to make repeat purchases throughout December, as they gear up for the big day itself.
4. Behind-the-scenes stories
Make it personal by adding fun facts or mini-stories about your business journey. You could feature a ‘Meet the Maker’ series, a few words about how your products are made, or even a spotlight on team members. It makes your customers feel closer to the heart of your business, whether they're new or have shopped with you before.
5. DIY crafts and activities
Why not make it into a little activity for customers to enjoy? One year I had a Harry Potter Lego advent calendar, where I built a new lil figure/part of Hogwarts every day! (Yes, I was an adult...) Go for a similar idea for your small business, whether it’s a selection of your products or simply craft ideas, recipe cards, or some helpful tips and tricks.
How to use your advent calendar for marketing
Advent calendars don’t just have to be physical! With a little creativity, you can use the advent calendar concept across your marketing channels.
Social media countdown
If creating a physical advent calendar isn’t feasible, why not do a digital version? Every day, reveal something new on social media. It could be a mini product giveaway, a sneak peek at a new item, or a quick video showing how to use a product. The countdown keeps followers coming back and boosts your engagement all month long!
Daily email surprises
An email advent calendar is another fun way to engage with your audience daily. Each email could have a surprise, like a seasonal recipe, an exclusive offer, or a festive tip. Just remember, keeping these emails short and sweet (while packing in value) is key! For more tips on emails, check out our blog post on marketing and how to make it personal here.
In-store or pop-up event
If you have a physical space, create an interactive advent display! Customers can open a new ‘door’ each day to reveal a small treat or exclusive offer, adding an element of surprise to their shopping experience. It’s a simple way to bring some holiday cheer to your space and make your customers feel extra special.
(Above: 12 day calendars are available too if you want a shorter countdown!)
Spread the joy!
Advent calendars are more than just a festive countdown, they’re an opportunity to share your brand’s story, connect with customers, and spread a little holiday cheer. But remember, it doesn’t have to be complicated. The best advent calendars are a mix of creativity, fun, and a sprinkle of festive magic. You can do this! Check out Tiny Box Company’s range of Christmas Advent Calendar Gift Boxes here.