Environmental campaigners have condemned the growing trend for adult Advent calendars, describing them as a form of 'superfluous consumerism' that exacerbates waste and overconsumption. The calendars, which now range from luxury beauty products to instant mashed potato, are criticised for their excessive packaging and potential for unwanted items.
Anna Diski, a plastics campaigner at Greenpeace UK, said: 'Advent calendars like these probably contain two or three items you actually want, and 20 or so more you could do without. You don’t want that single-use plastic lingering in your bathroom cabinet, let alone in the natural environment.'
Daniel Webb, founder of the charity Everyday Plastic, added: 'These luxury Advent calendars are a microcosm of a bigger problem, a system that keeps producing more and more stuff we don’t need and probably can’t afford.' Research firm Ipsos found that seven in 10 Britons have purchased an Advent calendar at some point, with beauty calendars growing in popularity.
Webb noted that early promotions and influencer unboxing videos drive demand from September, calling it a decision 'made by marketing departments, purely designed to drive overconsumption, not celebration'. He urged brands to cut plastic production and phase out such superfluous consumerism.
Beauty expert Sali Hughes advised consumers to assess whether they would want at least five of the items at full price, adding: 'If it loses its allure without the seductive packaging, then you’re paying all that money for something pretty ephemeral.'
Dr Christopher Carrick of Lignin Industries highlighted that new government legislation on extended producer responsibility will pressure companies to reduce packaging. He said: 'This year, brands will have more responsibility over the costs associated with the waste generated by packaging, meaning designs and materials will need to be amended.'
