Advent Calendar: Why Does Every Brand Have One Now? [Video]

Plus, the calendars’ stunty and fun nature are inherently engaging for content. The more influencers that companies send their products to, the more likely their advent calendars are to go viral.

“Each time you encounter the advent calendar the brand is associated with a positive experience,” says Anthony Miyazaki, a professor of marketing at Florida International University.

He adds that through embracing the trend, a company has 25 days to engender feelings of excitement or holiday joy with consumers.

“The brand gets ongoing feel-good exposure,” he says.

Many influencers agree with brands: advent calendars are good content. Some are even buying these calendars (yes, with their own money) because they know it will generate engagement to their accounts. Zahava Ben-Haim, a full-time TikToker based in New Jersey, tells Glamour she also noticed how early advent calendars were being released this year, and she jumped on the trend to serve her audience.