Quote any figure on this page as advent.center's 2025 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/2025/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 2025 Advent Index: the season in numbers
Every advent calendar we listed for 2025 — 158 of them, 68 with a written verdict and 89 with an itemised manifest — counted from the records at build time and set against 2024 on the boxes we hold both years. 51 of the brands had never made one before.
- 158
- calendars measured
- $6.65
- median price of a door · of 105
- 2.5×
- their price in contents · of 62
- ±0%
- per door against 2024 · 18 held both years
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.
On the year: what got dearer, and what got cheaper
How the pairs are madeA pair is this season’s box and the edition it replaced — the one the record names, or the newest older box in the same family — where both carry a printed price in the same currency. The change is on that price, not on the door price or in dollars. Boxes that changed their door count are still paired; the door-price line in the lead accounts for that, this table does not.The definitions, one by one →Of the 18 boxes we hold an earlier edition of, priced in one currency both times
6 dearer4 the same price8 cheaper
The biggest rises
| Calendar | Last edition | 2025 | Change |
|---|---|---|---|
| In Good Taste Wine 2025In good taste · was the 2024 box | $126.99 | $149.99 | +18% |
| Harrods Beauty 2025Harrods · was the 2024 box | £250 | £286 | +14% |
| Virgin Wines Mixed Wine 2025Virgin Wines · was the 2024 box | £89.99 | £99.99 | +11% |
| Revolution 2025Revolution · was the 2024 box | $60 | $65 | +8% |
| LUSH 2025LUSH · was the 2024 box | £190 | £205 | +8% |
| Liberty 2025Liberty · was the 2024 box | £260 | £275 | +6% |
The biggest cuts
| Calendar | Last edition | 2025 | Change |
|---|---|---|---|
| GLOSSYBOX 2025GLOSSYBOX · was the 2024 box | £169 | £90 | −47% |
| Westwing 2025Westwing · was the 2024 box | €399 | €249 | −38% |
| AMORELIE Luxury EditionAmorelie · was the 2024 box | €349.99 | €229.99 | −34% |
| The Body Shop Classic 2025The Body Shop · was the 2024 box | £80 | £60 | −25% |
| Molton Brown 2025Molton Brown · was the 2024 box | £225 | £199 | −12% |
| Benefit Glam Cube 2025Benefit · was the 2024 box | £151.43 | £135 | −11% |
| Zalando Beauty 2025Zalando · was the 2024 box | €105 | €99.95 | −5% |
| LUSH 29½ High Street 2025LUSH · was the 2024 box | £130 | £125 | −4% |
The same box, with less inside
How the boxes are comparedOnly pairs where both editions have an itemised manifest of four or more. Items are counted from the manifests; full sizes are the retailer’s own marking. A box is listed here when it has fewer items than last year, or the same count with fewer full sizes.Of the 27 boxes itemised both years
7 fewer items14 the same count6 more items
Thinner than last year
| Calendar | Items | Full size | Price |
|---|---|---|---|
| Catrice TWINKLING TREASURESCatrice · was the 2024 box | 24 → 21 | — | — |
| GLOSSYBOX 2025GLOSSYBOX · was the 2024 box | 30 → 27 | — | £169 → £90 |
| Zalando Beauty 2025Zalando · was the 2024 box | 24 → 22 | — | €105 → €99.95 |
| SELFRIDGES Beauty 2025Selfridges · was the 2024 box | 38 → 37 | 22 → 24 | £250 → £250 |
| The Perfume Shop 2025The perfume shop · was the 2024 box | 25 → 24 | — | — |
| Benefit Glam Cube 2025Benefit · was the 2024 box | 24 → 24 | 4 → 3 | £151.43 → £135 |
| L'Occitane Luxury 2025L'Occitane · was the 2024 box | 25 → 24 | 6 → 9 | — |
| Lookfantastic Beauty 2025Lookfantastic · was the 2024 box | 25 → 24 | — | — |
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 | 158 | $160 of 105 | $6.65 of 105 | 2.5× of 62 | 51 of 117 | ±0% 18 pairs |
| For womenrecipient | 85 | $198 of 64 | $8.78 of 64 | 2.9× of 51 | 28 of 68 | ±0% 15 pairs |
| Beauty | 68 | $198 of 55 | $8.26 of 55 | 3.0× of 42 | 19 of 56 | −2% 12 pairs |
| For teensrecipient | 44 | $114 of 27 | $6.38 of 27 | 2.0× of 14 | 21 of 38 | −4% 5 pairs |
| For menrecipient | 39 | $160 of 22 | $7.20 of 22 | 2.1× of 15 | 21 of 30 | −6% 6 pairs |
| For kidsrecipient | 37 | $36 of 12 | $1.49 of 12 | — | 14 of 25 | — |
| Food | 32 | $38 of 16 | $1.58 of 16 | — | 15 of 25 | — |
| Art & Hobbies | 27 | $48 of 8 | $2.00 of 8 | — | 20 of 21 | — |
| Household items | 21 | $284 of 8 | $12.75 of 8 | — | 12 of 16 | — |
| Toys | 20 | $36 of 8 | $1.50 of 8 | — | 7 of 12 | — |
| Franchise | 13 | $38 of 8 | $1.58 of 8 | — | 5 of 10 | — |
| Alcohol | 11 | $133 of 10 | $5.90 of 10 | — | 5 of 8 | — |
| Self-care | 9 | $255 of 8 | $10.58 of 8 | — | 4 of 7 | −4% 5 pairs |
| Erotic | 8 | $139 of 8 | $8.75 of 8 | — | — | — |
| Fashion | 8 | — | — | — | 6 of 8 | — |
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: 52% of the 34 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 — 105 priced, median $160
Under $2555%
$25 to $501817%
$50 to $1001312%
$100 to $2003836%
$200 to $5002625%
$500 and up55%
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 105
| Calendar | Per door | In dollars |
|---|---|---|
| Cadbury Dairy Milk Chocolate Chunk 2025Cadbury · 24 doors | £0.33 | $0.44 |
| Cadbury Dairy Milk Adult 2025Cadbury · 24 doors | £0.42 | $0.55 |
| Play-Doh 2025Play-Doh · 24 doors | $0.69 | $0.69 |
| NEVIUX Whiskey 2025NEVIUX · 24 doors | $0.79 | $0.79 |
| VICOMY 2025 WhiskeyVICOMY · 24 doors | $1.00 | $1.00 |
| Maxim KANU Matcha Latte 24 SticksMaxim KANU · 24 doors | $1.11 | $1.11 |
And the dearest
| Calendar | Per door | In dollars |
|---|---|---|
| Missoma Fine Jewellery 2025Missoma · 6 doors | £232.50 | $309.23 |
| Cult Pen 2025 Stationery Black EditionCult Pen · 12 doors | $50.00 | $50.00 |
| Kendra Scott 12 Days of JoyKendra Scott · 12 doors | €30.83 | $34.23 |
| Sisley by Luke Edward Hall 2025Sisley · 25 doors | £25.60 | $34.05 |
| VOGUE Festive 2025Vogue · 25 doors | €27.48 | $30.50 |
| Diptyque 2025Diptyque · 25 doors | £15.96 | $21.23 |
Best value on the shelf, and the least
How value is countedContents worth the most against the price — of 62
| Calendar | Price | Contents | Value |
|---|---|---|---|
| GLOSSYBOX 2025GLOSSYBOX · 25 doors | £90 | £624 | 6.9× |
| Lookfantastic Beauty 2025Lookfantastic · 25 doors | £105 | £655 | 6.2× |
| Zalando Beauty 2025Zalando · 24 doors | €99.95 | €550 | 5.5× |
| Holland & Barrett 2025Holland & Barrett · 25 doors | £50 | £232 | 4.6× |
| SELFRIDGES Beauty 2025Selfridges · 25 doors | £250 | £1136 | 4.5× |
| Liberty 2025Liberty · 25 doors | £275 | £1245 | 4.5× |
| Fortnum&Mason 2025Fortnum&Mason · 25 doors | £265 | £1149 | 4.3× |
| Gigi & Olive Bridal 2025Gigi & Olive · 24 doors | £185 | £800 | 4.3× |
| Next Luxury Beauty 2025Next · 25 doors | £185 | £779 | 4.2× |
| Harrods Beauty 2025Harrods · 25 doors | £286 | £1200 | 4.2× |
And the least, by the brand’s own figure
| Calendar | Price | Contents | Value |
|---|---|---|---|
| Lindt Giant 2025Lindt · 24 doors | £180 | £90 | 0.5× |
| L'Oreal Paris 24 Day Beauty 2025L'Oreal Paris · 24 doors | $149.99 | $149.99 | 1.0× |
| Walkers Shortbread 2025Walkers · 24 doors | $31.99 | $31.99 | 1.0× |
| ESPRAY Bourbon SmokerESPRAY · 24 doors | $51.99 | $51.99 | 1.0× |
| NEVIUX Whiskey 2025NEVIUX · 24 doors | $18.99 | $18.99 | 1.0× |
| MINIBIRD American Whiskey - 12 DayMINIBIRD · 12 doors | $129.95 | $129.95 | 1.0× |
| VICOMY 2025 WhiskeyVICOMY · 24 doors | $23.99 | $23.99 | 1.0× |
| Play-Doh 2025Play-Doh · 24 doors | $16.49 | $16.49 | 1.0× |
| Missoma Fine Jewellery 2025Missoma · 6 doors | £1395 | £1853 | 1.3× |
| Jo Malone London Christmas Kist 2025Jo Malone London · 25 doors | £360 | £500 | 1.4× |
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 61 priced in two or more countries
| Calendar | Cheapest | Dearest | Gap |
|---|---|---|---|
| LEGO City 2025LEGO · 8 countries | $15 United Kingdom | $41 Canada | +182% |
| Liberty 2025Liberty · 4 countries | $200 United Kingdom | $490 Canada | +146% |
| DIOR 2025 Le 30 MontaigneDior · 5 countries | $630 United Kingdom | $1403 France | +123% |
| Lindt Teddy Milk Chocolate 2025Lindt · 6 countries | $19 United Kingdom | $39 Germany | +102% |
| Space NK 2025Space NK · 4 countries | $319 United Kingdom | $619 Canada | +94% |
| Victoria's Secret The Bombshell 2025Victoria’s Secret · 4 countries | $164 Australia | $300 United States | +82% |
| LEGO Friends 2025LEGO · 8 countries | $17 Australia | $30 Spain | +77% |
| LEGO Minecraft 2025LEGO · 9 countries | $22 Australia | $39 France | +77% |
| Makita 2025 Limited EditionMakita · 4 countries | $76 Australia | $130 Poland | +72% |
| Bluey: Awesome Book BundleBluey · 4 countries | $19 Australia | $32 Poland | +70% |
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. 61 of the 158 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 — 117 brands across 158LEGO6Lovehoney4Sephora3Lindt3HOLY3Disney3Boots3In good taste3
Shops with the most on their shelf — of 103 priced, marketplaces asideHOLYcheapest for 33Cult Penscheapest for 22P.Louise2John Lewischeapest for 22Sukoshicheapest for 11KIKOcheapest for 11Holland & Barrettcheapest for 11Selfridgescheapest for 11
What is behind the doors — 1,840 items across 89 boxesSerum73Eau de parfum54Cleanser49Mascara47Moisturiser45Blush44Not yet typed355
How many doors — all 15824 doors65%25 doors23%12 doors11%Other sizes1%
How we rated them, and the best of the season
How we reviewRatings, out of five — 68 rated
5 of 523%4 of 53146%3.5 of 52232%3 of 51319%
Every item full size — 5 of the 34 beauty boxes with sizes marked
The ten we rated best, then by value
| Calendar | Price | Value | Rating |
|---|---|---|---|
| PLouise Cruising Home For Christmas 2025PLouise · 25 doors | £250 | — | 5/5 |
| Fenty Beauty + Skin 2025Fenty · 12 doors | — | — | 5/5 |
| GLOSSYBOX 2025GLOSSYBOX · 25 doors | £90 | 6.9× | 4/5 |
| Lookfantastic Beauty 2025Lookfantastic · 25 doors | £105 | 6.2× | 4/5 |
| Next Luxury Beauty 2025Next · 25 doors | £185 | 4.2× | 4/5 |
| Boots 24 Beauty Stars 2025Boots · 24 doors | £150 | 4.1× | 4/5 |
| Boots 24 Days of Skin 2025Boots · 24 doors | £70 | 4.1× | 4/5 |
| Next 25 Days of Beauty 2025Next · 25 doors | £95 | 4.1× | 4/5 |
| Latest in Beauty x Stylist Beauty Advent Calendar 2025Latest in Beauty · 25 doors | £149 | 4.0× | 4/5 |
| No7 25 Days of Beauty 2025No7 · 25 doors | £60 | 3.9× | 4/5 |
New to the shelf: 51 brands making their first
Every brand, A to ZAIDAArt of TeaBarbieBeauty BayBlueyBonne MamanBootsCocopandaCrocsCult PenDick SmithDoor County Coffee & Tea Co.ElemisEOSESPRAYFortnum&MasonFranzisGigi & OliveGodivaGuylianHolland & BarrettHOLYJurassic WorldL'Oreal ParisLatest in BeautyLitjoyM&SMatcha KariMattelMaxim KANUMINIBIRDMissomaMjAMjAMMonster EnergyNational GeographicNespressoNEVIUXNextNo7PapierPink GellacPlay-DohRevolveSonny AngelSopuStylevanaTilzUmberto GianniniUniversal YumsVICOMYWinmau
A brand is new when it has a 2025 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.