# 2026 seasonal advent calendar retail launches > Live situation record from CLSTR: https://clstr.news/situations/2026-seasonal-advent-calendar-retail-launches > Updated: 2026-10-21T08:56:18.000Z. Sources: 27. Developments: 4. Retailers and brands have begun launching seasonal advent calendar collections for the 2026 season. SCAVI & RAY introduced its first proprietary calendar featuring Italian-inspired lifestyle items and delicacies, priced at 149 €. The collection, inspired by a Mediterranean masseria, is available through the MBG Amber Room and Amazon. In the drugstore sector, Rossmann and dm are offering themed lineups. Rossmann’s selection includes ‘Self Care’, ‘Beauty’, and ‘Gourmet’ themes, with the latter featuring snacks from enerBiO and partners like Naturally Pam. The Isana calendar focuses on beauty and skincare, providing travel-sized products such as body lotions and hair treatments. Consumer trends for the 2026 season indicate that 69 percent of consumers intend to purchase at least one advent calendar, with 57 percent buying them as gifts and 44 percent for themselves. While chocolate remains the most popular content at 60 percent, there is significant variety in toy, beauty, and savory options. In the beauty sector, brands like Junglück and essence are seeing high demand. In the US, Shein customers show a trend toward self-gifting, with 61 percent purchasing holiday items for themselves. Niche products have also emerged, such as beer advent calendars. However, some consumer confusion has been noted regarding Kaufland’s beer calendar, which is sold as an empty cardboard structure intended for self-filling rather than containing pre-filled beverages. ## Claims - 69 percent of surveyed individuals intend to buy at least one advent calendar this year. (corroborated by 4 sources) - 57 percent of respondents plan to buy advent calendars for other people. (corroborated by 4 sources) - 60 percent of buyers choose chocolate or sweets as the content of their calendars. (corroborated by 4 sources) - A majority of consumers are dissatisfied with the price and performance of advent calendars. (corroborated by 4 sources) - Gerhard Lang from Munich released the first printed advent calendar in 1908. (corroborated by 4 sources) ## Timeline ### 2026-10-21: Advent calendars and holiday shopping trends for 2026 Holiday trends for 2026 show strong demand for advent calendars across beauty, food, and hobby sectors, alongside a rise in self-gifting among online shoppers. 18 sources. https://clstr.news/cluster/germany-advent-calendars-remain-a-major-consumer-trend ### 2026-10-16: Beauty and lifestyle brands launch 2026 advent calendars Beauty and lifestyle brands are launching diverse 2026 advent calendars, ranging from high-end skincare sets to multi-category lifestyle bundles featuring fashion and home goods. 2 sources. https://clstr.news/cluster/beauty-and-lifestyle-brands-launch-2026-advent-calendars ### 2026-10-10: Rossmann announces 2026 Advent calendar collections Rossmann is launching themed Advent calendars for self-care, beauty, and snacks, alongside rising trends in DIY calendar filling using budget-friendly gift sets. 5 sources. https://clstr.news/cluster/rossmann-announces-2026-advent-calendar-collections ### 2026-10-01: Seasonal advent calendars launched by SCAVI & RAY and major retailers Brands including SCAVI & RAY, Rossmann, and dm are launching various advent calendars for the 2026 season, ranging from Italian lifestyle sets to drugstore beauty and self-care products. 5 sources. https://clstr.news/cluster/seasonal-advent-calendars-launched-by-scavi-ray-and-major-retailers --- Cite as: 2026 seasonal advent calendar retail launches. CLSTR, https://clstr.news/situations/2026-seasonal-advent-calendar-retail-launches