The French are no longer satisfied with the traditional chocolate calendar: the Advent calendar market is truly exploding. According to YouGov, in 2025, 54% of French people say they want to buy an Advent calendar, compared to 27% in 2017. The desire is particularly pronounced among 25-34 year olds (73%) and among parents of minor children (75%).
Why is the Advent calendar so interesting?
This success affects all areas: beauty, toys, food, and even sausage, the latter appearing among the most searched calendars on Google. But how to explain it? The phenomenon would be driven by a double effect: the variety of models and very fine neuromarketing.
A “psychological trap” hides behind the ritual
According to Vincent Naigeon, founder of Ici Present, a calendar is not just a gift.
“Opening one box per day seems trivial. In reality, it is a concentrate of neuromarketing. Dopamine, controlled frustration, habit, social proof, etc. All the boxes are ticked to make you addicted and want to do it again every year” he assures.
This massive success is based on several psychological factors. The suspense of the box to be opened generates a very regular mini-reward, the 24-day temporality establishes a controlled expectation, and the daily ritual often transforms into a habit.
What are the most popular Advent calendars?
According to Google search data, updated on November 8, 2025, Sephora’s Advent calendar comes in first with 594,000 monthly searches, while “sausage Advent calendar” has 397,200. In third place is “Men’s Advent calendar”, with 397,200 searches.
These figures reveal that the market has greatly diversified, but also that the French are attracted by originality.
In addition, the growing popularity of the calendar, combined with the diversity of offers, amplifies social proof: seeing friends or influencers sharing their calendar reinforces the desire to participate in the trend.
For Vincent Naigeon, it is not a question of demonizing the Advent calendar: he reminds us that “Being aware of these mechanisms allows French consumers to make less impulsive and more informed choices in the face of marketing hype on Advent calendars. This in no way prevents you from enjoying it, and above all from making the children happy.”
This awareness is not aimed at giving up the magic of Christmas, but at consuming with intention and pleasure, without falling into purely impulsive purchases.