Why Is Everything an Advent Calendar Now?

Once dominated by beauty brands, the commercialization of the holiday tradition has now expanded to include everything from Reiki crystals to dog food.
advent calendar
Design by Channing Smith

In September, much of the country was still sweltering in the summer heat. But on TikTok, the holiday season had begun. That month, influencers began to post unboxing videos of Advent calendars, revealing 25 little samples of skin care, stationery, candy, and more.

If you’re flummoxed by how early in the year we’re seeing this type of content, you’re not alone.