Survey: Many people buy Advent calendars for themselves

It won’t be long before the first door can be opened. According to a YouGov survey, many people in Germany don’t just buy Advent calendars for their loved ones: 27 percent give gifts to themselves – more than for any other group.

25 percent buy a calendar for children, 21 percent for a partner and 4 percent each for friends or parents. 8 percent prefer to do crafts themselves, a good third (34 percent) forego it altogether.

“The Advent calendar has long been more than a childhood tradition – it is a firmly established consumption ritual in the run-up to Christmas,” says YouGov consumer researcher Petra Süptitz. It is noticeable that many adults gave themselves gifts. Buying a calendar becomes a “small, calculated luxury moment in everyday life”.

More than 26 million chocolate Advent calendars sold in 2024

Younger people under 35 and women are more likely than average to buy an Advent calendar themselves. A good third of buyers live in a household with children. The market and opinion research company YouGov conducted a representative survey of around 2,000 people aged 18 and over in this country from October 10th to 13th. Multiple answers were possible for the questions.

By far the most popular are Advent calendars with chocolate or sweets. They are preferred by 60 percent. This is followed by calendars with beauty and cosmetic products (20 percent), with drinks such as tea, coffee or beer (16) or other foods (15). According to YouGov, the popularity of chocolate Advent calendars has increased in recent years. In 2024, around 26.4 million were sold, in 2020 there were just under 21.9 million.

According to the survey, 85 percent of those surveyed would like to spend a maximum of 50 euros on an Advent calendar, and one in ten would like to spend more. The willingness to spend more among consumers under 35 is above average.