Quote any figure on this page as advent.center's 2024 Advent Index with a link to this address; it does not move, and the citation is ready to copy at the top of the page. The full table is at /index/2024/data.csv, one row per calendar, under a CC BY 4.0 licence — use it, and say where it came from. Each figure’s definition is on how we review; a person who can pull any cut of it is on the press page.
The 2024 Advent Index: the season in numbers
Every advent calendar we listed for 2024 — 241 of them, 71 with a written verdict and 137 with an itemised manifest — counted from the records at build time and set against the season before on the boxes we hold both years.
- 241
- calendars measured
- $5.28
- median price of a door · of 126
- 2.2×
- their price in contents · of 70
Every figure carries the number it is drawn from. Dollar figures are rough conversions, for ranking; each shop’s price is in its own currency in the data. Frozen: a past season, recomputed as the archive improves.
Cite as
Free to quote with a link to this address, which does not move. The data is CC BY 4.0: use it, and say where it came from.
By kind, and by who it is for
How each one is countedOnly this season’s boxes are measured. Door price is the price on the box over its doors; value is what the contents come to at retail over that price; new brands had no calendar in any earlier season. The change on the year is the median per-door move across the boxes we hold for both seasons. Dollar figures use rough rates and are for ranking only.The definitions, one by one →| Kind, or who it is for | |||||
|---|---|---|---|---|---|
| Every calendar | 241 | $115 of 126 | $5.28 of 126 | 2.2× of 70 | — |
| For womenrecipient | 152 | $149 of 94 | $7.01 of 94 | 2.3× of 65 | — |
| Beauty | 114 | $150 of 78 | $7.40 of 78 | 2.1× of 52 | — |
| For teensrecipient | 74 | $95 of 36 | $4.20 of 36 | 1.9× of 19 | — |
| For menrecipient | 62 | $120 of 29 | $5.29 of 29 | 2.3× of 16 | — |
| For kidsrecipient | 54 | $25 of 14 | $1.04 of 14 | — | — |
| Food | 45 | $41 of 16 | $1.70 of 16 | — | — |
| Toys | 32 | $28 of 9 | $1.16 of 9 | — | — |
| Self-care | 29 | $113 of 25 | $4.83 of 25 | 1.6× of 13 | — |
| Household items | 23 | $221 of 15 | $9.43 of 15 | 1.6× of 11 | — |
| Franchise | 15 | — | — | — | — |
| Alcohol | 14 | — | — | — | — |
| Art & Hobbies | 11 | — | — | — | — |
| Fashion | 9 | — | — | — | — |
| Erotic | 7 | — | — | — | — |
Sort any column; the first row is the whole shelf and stays put, and a kind’s name opens its archive at the figures. A dash is a figure the records cannot support for that row, and each figure says how many it is drawn from. Full size is a beauty measure: 51% of the 32 beauty boxes with their sizes marked are full size.
What they cost, and what a door costs
How door price is countedList price, in dollars — 126 priced, median $115
Under $25119%
$25 to $501613%
$50 to $1002822%
$100 to $2003427%
$200 to $5003326%
$500 and up43%
Rough dollar conversions of the printed price, for the bands only; the shops’ own prices are in the tables below and in the data.
The cheapest door — of 126
| Calendar | Per door | In dollars |
|---|---|---|
| Yogi Tea Adventskalender 2024Yogi Tea · 24 doors | €0.19 | $0.21 |
| Haribo 2024Haribo · 24 doors | €0.42 | $0.46 |
| Tony's Chocolonely Tiny's Countdown 2024Tony's Chocolonely · 24 doors | £0.50 | $0.67 |
| Montezuma's Dark Chocolate 2024Montezuma's · 25 doors | £0.52 | $0.69 |
| Montezuma's Milk Chocolate 2024Montezuma's · 25 doors | £0.52 | $0.69 |
| Isana 2024Isana · 24 doors | €0.67 | $0.74 |
And the dearest
| Calendar | Per door | In dollars |
|---|---|---|
| La Mer Wonder ExpressLa Mer · 12 doors | £41.25 | $54.86 |
| Pandora 12 Jewellery Surprise 2023Pandora · 12 doors | £37.50 | $49.88 |
| Toolbrothers RHINO MAKITA EDITION PowerToolsMakita · 10 doors | €25.42 | $28.22 |
| Cult Beauty 2024Cult Beauty · 25 doors | £21.00 | $27.93 |
| Kendra Scott 12 Days of Joy BestsellersKendra Scott · 12 doors | $27.08 | $27.08 |
| Dr Barbara Sturm 2024Dr. Barbara Sturm · 24 doors | $23.33 | $23.33 |
Best value on the shelf, and the least
How value is countedContents worth the most against the price — of 70
| Calendar | Price | Contents | Value |
|---|---|---|---|
| EIS Deluxe Erotic 2024EIS · 24 doors | €61.97 | €650 | 10.5× |
| EIS Premium Erotic 2024EIS · 24 doors | €134.37 | €900 | 6.7× |
| The Harrods Beauty 2024Harrods · 24 doors | £250 | £1599 | 6.4× |
| The Harrods 12 Days of Fragrance 2024Harrods · 12 doors | £185 | £1144 | 6.2× |
| Satisfyer Deluxe 2024Satisfyer · 24 doors | zł564.95 | zł3000 | 5.3× |
| 12 Days of Pandora 2024Pandora · 12 doors | $212.50 | $1050 | 4.9× |
| Vogue 2024Vogue · 24 doors | £355 | £1650 | 4.6× |
| Liberty Beauty 2024Liberty · 25 doors | £260 | £1205 | 4.6× |
| Amorelie Original 2024Amorelie · 24 doors | €129.99 | €600 | 4.6× |
| Zalando Beauty 2024Zalando · 24 doors | €105 | €480 | 4.6× |
And the least, by the brand’s own figure
| Calendar | Price | Contents | Value |
|---|---|---|---|
| Rituals Deluxe The Ritual Of AdventRituals · 24 doors | zł684 | zł805 | 1.2× |
| Pandora 12 Jewellery Surprise 2023Pandora · 12 doors | £450 | £550 | 1.2× |
| Rituals Classic The Ritual Of AdventRituals · 24 doors | zł537 | zł679 | 1.3× |
| La Mer Wonder ExpressLa Mer · 12 doors | £495 | £673 | 1.4× |
| Westwing 2024Westwing · 24 doors | €399 | €550 | 1.4× |
| Bamford 12 Day 2024Bamford · 12 doors | £195 | £270 | 1.4× |
| Molton Brown 2024Molton Brown · 24 doors | £225 | £313 | 1.4× |
| e.l.f. Love at Frost Sight 12-Daye.l.f. · 12 doors | $45 | $64 | 1.4× |
| RITUALS Sephora Exclusive Advent Calendar 2024Sephora · 24 doors | zł429 | zł615 | 1.4× |
| Toolbrothers RHINO MAKITA EDITION PowerToolsMakita · 10 doors | €254.20 | €371 | 1.5× |
Drawn only from boxes whose value is the retailer’s own count, so a low figure is the brand’s claim and not our miscounting.
The same box, in another country
How the gap is readFor each box, the lowest priced offer in each country, converted to dollars at rough rates; the gap is the dearest country against the cheapest. Quoted only where three or more countries carry a price. Shipping, duty and a shop’s own sale are not in it: it is the shelf price, on the day the offers were read.The widest gaps — of 80 priced in two or more countries
| Calendar | Cheapest | Dearest | Gap |
|---|---|---|---|
| Swarovski Annual Edition 2024Swarovski · 4 countries | $60 United Kingdom | $1588 United States | +2554% |
| Pokémon 2024 HolidayPokemon · 5 countries | $26 Australia | $98 Germany | +270% |
| Heinz 2024Heinz · 3 countries | $11 Germany | $40 Poland | +264% |
| Nativity Advent CalendarNativity · 6 countries | $16 Australia | $50 Germany | +210% |
| Disney Stitch 2024Disney · 7 countries | $30 United Kingdom | $92 Poland | +204% |
| Bosch Home And Garden 2024Bosch · 4 countries | $52 United Kingdom | $149 Canada | +187% |
| Littlest Pet Shop 2024Littlest Pet Shop · 5 countries | $17 Australia | $47 Poland | +177% |
| Harry Potter Hogwarts 2024Harry Potter · 7 countries | $26 Australia | $70 Poland | +167% |
| Revolution Beauty 2024Revolution · 5 countries | $50 United Kingdom | $113 Poland | +127% |
| Sephora Collection Moving Lights Premium 2024Sephora · 5 countries | $48 United Kingdom | $103 Canada | +114% |
Where the shelf is priced — boxes with a price, by country
A box is counted once per country it has a priced offer in, whichever shop. 80 of the 241 carry a price in more than one country; a country with its own Index is linked.
Who makes it, who sells it, and what is inside
Brands with the most boxes — 162 brands across 241Red Bull8Douglas7LEGO5Sephora5Harry Potter5Ankerkraut5Unknown4Rituals4
Shops with the most on their shelf — of 157 priced, marketplaces asideSephoracheapest for 68In Good Tastecheapest for 33Notinocheapest for 33Satisfyercheapest for 12Pretty Nail Shop 24cheapest for 12Paforycheapest for 22e.l.f.cheapest for 22Sheglamcheapest for 11
What is behind the doors — 2,675 items across 137 boxesSerum95Eau de parfum72Fragrance68Shower gel65Moisturiser64Nail polish63Not yet typed698
How many doors — all 24124 doors71%25 doors14%12 doors11%Other sizes4%
How we rated them, and the best of the season
How we reviewRatings, out of five — 71 rated
5 of 51014%4.5 of 523%4 of 52130%3.5 of 52332%3 of 51420%2.5 of 511%
Every item full size — 5 of the 32 beauty boxes with sizes marked
The ten we rated best, then by value
| Calendar | Price | Value | Rating |
|---|---|---|---|
| The Harrods Beauty 2024Harrods · 24 doors | £250 | 6.4× | 5/5 |
| Sephora Favorites EU 2024Sephora · 24 doors | zł675 | 3.4× | 5/5 |
| ASOS Face + Body 25 DayASOS · 25 doors | £122.60 | 3.3× | 5/5 |
| Cult Beauty 2024Cult Beauty · 25 doors | £525 | 2.1× | 5/5 |
| Sallys Limited Edition 2024Sallys · 24 doors | €249 | 1.8× | 5/5 |
| Red Bull Oracle Racing by FranzisRed Bull · 24 doors | $84 | — | 5/5 |
| Red Bull Oracle Racing ChocolateRed Bull · 24 doors | — | — | 5/5 |
| Ulta 24 Days Of Self Care 2024Ulta · 24 doors | $150 | — | 5/5 |
| Pringles ChipsPringles · 12 doors | — | — | 5/5 |
| Victoria’s Secret 2024Victoria’s Secret · 12 doors | — | — | 5/5 |
New to the shelf: 162 brands making their first
Every brand, A to ZAltar'd StateAmorelieAnkerkrautArmani BeautyAroma zoneASOSBABORBagsværdBamfordBarebellsBeetlesBenefitBird & Blend Tea Co.BoschCadburyCarlsenCatriceCharlotte TilburyCinereplicasClarinsClipperCult BeautyDermalogicaDiorDiptyqueDisneyDouglasDr. Barbara SturmDresdner EssenzE. Wedele.l.f.EISenerBiOEnglish Tea ShopESPAEssenceFentyFisher-PriceFunkoGLOSSYBOXGlow RecipeGreenGrindGuerlainHard To FindHariboHarrodsHarry PotterHarvey NicholsHawkstoneHeinzHitschlerHööksHot WheelsHotel ChocolatIn good tasteInsight EditionsIsanaJean & LenJo LovesJo Malone LondonJohn LewisJolifinJwhiskyKaffekapslenKaleaKendra ScottKiehl’sKIKOKinderKneippKosmosL'OccitaneLa MerLancômeLaneigeLegamiLEGOLena GerckeLibertyLindtLittlest Pet ShopLiz EarleLookfantasticLovehoneyLumeneLUSHM. AsamMACMakitaMarvelMaybellineMilkaMinecraftMolton BrownMontezuma'sMy JewelleryNABLANativityNaturally PamNeal's Yard RemediesNEONAILNetflixNiedereggerNiveaNotinoNutellaNuxeNYXPAFORYPandoraPhlovPlaymobilPLouisePokemonPorschePrimorPringlesPukkaRed BullRevolutionRimmelRitualsRossmannSallysSatisfyerSchleichSeebergerSelfridgesSephoraSheglamShopping QueenSisleySpace NKSquishmallowsSUKOSHI MARTSwarovskiThe Body ShopThe perfume shopThe Royal MintThe White CompanyTintitiptoiTIRTIRTony's ChocolonelyTorréfacteur Neon Coffee RoastersUltaUnknownVictoria’s SecretVirgin WinesVogueWalkersWarhammerWeledaWestwingWickedYankee CandleYesStyleYogi TeaYSL BeautyYves RocherZalando
A brand is new when it has a 2024 record and none in any earlier season we hold; a brand we simply had not listed before counts, so this overstates first calendars and never understates them.