Since around 2021, we’ve witnessed the rise of the Luxury Advent Calendars. Brands like Tiffany, Chanel, Dior, and Net-a-Porter now tempt us with advent calendars where each day reveals a luxurious treat, reminding us that Christmas is on the horizon. But honestly, how exactly do perfumes, jewellery, and high-end cosmetics help us reflect on baby Jesus lying in a humble manger in Bethlehem? Are we reimagining Christmas as a luxury resort holiday? Or relocating the nativity scene to a spa? Let’s dive in and explore the origins of the Advent Calendar—and consider why, maybe, luxury calendars don’t necessarily deserve a place on your Christmas wish list.
When Was the First Advent Calendar Invented?
The Advent Calendar, or “Adventskalender,” as it was first called in German, is rooted in the Latin word adventus, meaning “coming” or “arrival,” symbolising Christ’s arrival. First used by German Lutherans in the late 19th century, these humble calendars had a far simpler purpose: revealing a daily Bible verse to help prepare the heart for Christmas. Today, they’ve evolved somewhat. Instead of Bible verses, you might find a luxury mini perfume or a high-end lipstick. The question is, are we readying our hearts—or just our wardrobes?
Advent calendar from Im Lande des Christkinds. The doors contain Christmas poems. @wikimediacommons
Hijacking Christmas… and Now Advent
For years, there’s been a trend to take the “Christ” out of Christmas. A celebration once devoted to Jesus’ birth has somehow morphed into “the Holidays.” Most cards now say “Happy Holidays” instead of “Merry Christmas,” to avoid offending those who don’t celebrate Christmas. An inclusive idea, yes, but slightly ironic considering this “new holiday” falls on December 25th—a date Christians have been celebrating for nearly two thousand years. Wouldn’t it be easier to give the 23rd or the 26th its own unique holiday? (Any takers?)
Now, the spirit of Advent is at risk too. Originally intended as a period of quiet anticipation, Advent is increasingly becoming just another consumer season, with indulgent treats behind every little door.
Embroidered, handmade Advent Calendar, where each little pocket holds a Bible verse or a small gift. @craftspring
What Is Advent, Really?
In Germany and Austria, the four weeks before Christmas are often marked by traditions like the Adventskranz (Advent wreath) and Adventskalender (Advent calendar). The Advent calendar began as a small daily reminder in the lead-up to Christmas—a daily treat or mini gift marking the countdown, preparing families to welcome Jesus into their homes and hearts.
This period, steeped in warmth, candlelight, and reflection, traditionally encourages us to meditate on values like love, charity, humility, and family. Can luxury goods really open our hearts to these virtues?
Luxury and Spirituality
Christians understand that material things aren’t evil—they’re necessary, after all, in this beautiful world. However, material possessions are only meaningful when they help us grow in virtue rather than trapping us in desire. Think of dressing well and caring for yourself: it brings joy to those around you, improves your work environment, and enhances your interactions with others. The key here is moderation—a little shine, without overshadowing the bigger picture.
Now, luxury brands often work on a different premise, stoking the desire for ever-more-rare and expensive items to feel extraordinary. Studies suggest luxury consumption is all about social status, where the quest for respect and admiration is a central motive.
If you’re someone who craves extraordinary things to feel extraordinary, Advent might be the perfect time for reflection. Imagine a manger, not a shopping spree. Remember that the Son of God entered the world with nothing but humility, giving himself completely to humanity. Maybe this year, focus a bit more on what you can give than on what you’re hoping to get. And instead of counting down to a mini bottle of fragrance, consider being a special gift in someone’s life.
Because let’s be honest: there are charitable organisations that could really use the €500 price tag on that luxury Advent Calendar!
Featured Image @notoriousmag