Advent calendars as retail sales tools
Some are prefilled, others still need to be filled. Some require assembly. Some are for kids, others for grown-ups. And some are particularly well-suited as promotional products. But no matter what: opening 24 little doors is pure joy.
Plus, it helps to pass the time to the most eagerly awaited holiday of all. It's a recurring childhood memory we cherish and ferociously hang on to even as we get older.
Twenty-four doors of bliss - no wonder then that the advertising industry has long ago seized the power of this harbinger of joy. This exceptionally versatile and polymorphous corporate messaging device reliably ranks high as a B2B communication tool during the second half of the year.
Interestingly, this journey of discovery through 24 little doors is increasingly taking on the properties of a sales promotion tool, with physical and online retailers alike counting down "24 days of amazing deals".
After all, the last two months of the year, November and December, are still the most important sales period for retailers, the best time to realise significant sales gains.
In 2014, for example, the German Retail Federation (HDE) recorded total sales of €85.5 billion during the two holiday months, an overall increase of 1.2% compared to the same period in 2013.
To stay competitive, retailers have to stay actively engaged. This simple truth no doubt benefits the advent calendar, as evidenced recently by a widely circulated set of three instructions.
Decide which deals and specials to offer, consider the busiest shopping days and - very important - have a professionally designed advent calendar that's tailored to the needs of the customer.
Obviously a trend is emerging here that will deliver additional sales growth to promotional products distributors and their advent calendar supplier.