The Rise of Superfluous Consumerism: How Adult Advent Calendars are Fueling Excessive Waste
In a trend that has left environmental groups alarmed, adult Advent calendars have become increasingly popular, with luxury beauty products and instant mashed potato being just a few of the extravagant offerings. While once reserved for children, these elaborate calendars are now being targeted at adults, who can spend upwards of £275 on a single calendar.
The packaging involved in these calendars is a major concern, with many items consisting of single-use plastic that can linger in bathrooms and the natural environment long after Christmas is over. "You don't want that single-use plastic lingering in your bathroom cabinet, let alone in the natural environment," warned Anna Diski, a plastics campaigner at Greenpeace UK.
The trend has been fueled by marketing departments and social media influencers, who promote these calendars as a fun way to celebrate the holiday season. However, critics argue that this is just another example of "superfluous consumerism" – a system that keeps producing more stuff than we need, often with devastating environmental consequences.
Research firm Ipsos found that seven in 10 Britons have purchased an Advent calendar at some point, with most opting for chocolate calendars and fewer opting for luxury beauty products. However, as the trend continues to grow, experts are warning of the potential waste crisis that could be triggered by these calendars.
"It's not about blaming anyone for wanting to celebrate – it's about questioning why brands are choosing to fuel the waste crisis in this way," said Daniel Webb, founder and director of Everyday Plastic. "Real change means cutting plastic production and phasing out this kind of superfluous consumerism."
Beauty experts have weighed in on the trend, with some arguing that consumers should focus on whether they would want each item if sold at full price. "If the answer is yes, then the whole calendar is probably worth the spend," said Sali Hughes.
However, others are calling for a more sustainable approach to holiday shopping. Samantha Dover, insights director of beauty at Mintel, noted that while the adult Advent calendar trend may not be going away anytime soon, the landscape in which these calendars sit is changing. "The high cost of many Advent calendars means they are out of reach for many consumers," she said.
As governments begin to take notice of the issue, experts warn that legislation will likely play a role in shaping the future of these calendars. Dr. Christopher Carrick, founder of bio-plastics manufacturer Lignin Industries, noted that extended producer responsibility is putting pressure on companies to reduce packaging waste. "This year, brands will have more responsibility over the costs associated with the waste generated by packaging," he said.
As consumers are faced with the consequences of their purchasing decisions, it's clear that the tide is turning against these extravagant calendars. Will we see a shift towards more sustainable holiday traditions in the future? Only time will tell.
In a trend that has left environmental groups alarmed, adult Advent calendars have become increasingly popular, with luxury beauty products and instant mashed potato being just a few of the extravagant offerings. While once reserved for children, these elaborate calendars are now being targeted at adults, who can spend upwards of £275 on a single calendar.
The packaging involved in these calendars is a major concern, with many items consisting of single-use plastic that can linger in bathrooms and the natural environment long after Christmas is over. "You don't want that single-use plastic lingering in your bathroom cabinet, let alone in the natural environment," warned Anna Diski, a plastics campaigner at Greenpeace UK.
The trend has been fueled by marketing departments and social media influencers, who promote these calendars as a fun way to celebrate the holiday season. However, critics argue that this is just another example of "superfluous consumerism" – a system that keeps producing more stuff than we need, often with devastating environmental consequences.
Research firm Ipsos found that seven in 10 Britons have purchased an Advent calendar at some point, with most opting for chocolate calendars and fewer opting for luxury beauty products. However, as the trend continues to grow, experts are warning of the potential waste crisis that could be triggered by these calendars.
"It's not about blaming anyone for wanting to celebrate – it's about questioning why brands are choosing to fuel the waste crisis in this way," said Daniel Webb, founder and director of Everyday Plastic. "Real change means cutting plastic production and phasing out this kind of superfluous consumerism."
Beauty experts have weighed in on the trend, with some arguing that consumers should focus on whether they would want each item if sold at full price. "If the answer is yes, then the whole calendar is probably worth the spend," said Sali Hughes.
However, others are calling for a more sustainable approach to holiday shopping. Samantha Dover, insights director of beauty at Mintel, noted that while the adult Advent calendar trend may not be going away anytime soon, the landscape in which these calendars sit is changing. "The high cost of many Advent calendars means they are out of reach for many consumers," she said.
As governments begin to take notice of the issue, experts warn that legislation will likely play a role in shaping the future of these calendars. Dr. Christopher Carrick, founder of bio-plastics manufacturer Lignin Industries, noted that extended producer responsibility is putting pressure on companies to reduce packaging waste. "This year, brands will have more responsibility over the costs associated with the waste generated by packaging," he said.
As consumers are faced with the consequences of their purchasing decisions, it's clear that the tide is turning against these extravagant calendars. Will we see a shift towards more sustainable holiday traditions in the future? Only time will tell.
"The greatest wealth is to live content with little." - Epictetus
Ugh, have you seen these adult Advent calendars?! £275 for one calendar is just crazy! And the packaging alone is a nightmare - all that single-use plastic... it's like they're not even trying to be sustainable 
I mean, what's next? A £500 Christmas tree that comes with its own carbon footprint?! 
Get real brands and start reducing waste already! 
I mean, come on, £275 for an Advent calendar?! That's just crazy talk! And don't even get me started on all that single-use plastic... it's like brands are trying to break some kind of record for most waste created in a year 
. I swear, marketing departments have got their heads screwed on the wrong way if they think this is a good idea 
anyway back to Advent calendars... isn't it wild that people are shelling out £275 for one?! I mean what's next, paying hundreds for a box of tissues? 
! You're right, it's like superfluous consumerism on steroids 
. It's like brands are trying to make a quick buck off our holiday spirit 
.
. I mean, I love treats as much as the next person, but £275? That's just excessive 
.
. We need brands to take responsibility for their packaging and make a change 
. Let's hope the tide turns against these extravagant calendars soon 
!
we gotta think about the environment before we buy into these extravagant traditions... 
anyway, some experts are saying we need to cut down on superfluous consumerism and find more sustainable ways to shop during the holidays... fingers crossed! 
[www.greenpeace.org.uk](http://www.greenpeace.org.uk)
. I'm not saying we can't have fun during the holidays, but can't we find ways to do it without destroying the planet? 
It's like, what's the point of buying all this stuff if we're just gonna end up with a bunch of trash afterwards? 
It's like they say: "just because you can afford it, doesn't mean you should" 
. But at what cost? The environment is already struggling with so much plastic waste... I just don't think it's worth it 
As Samantha Dover noted, the high cost of these calendars makes them inaccessible to many consumers, but perhaps brands could explore more affordable alternatives that still cater to our desires? 
It's all about finding that balance between having fun and not contributing to the waste crisis. 
The way brands are addressing packaging waste and promoting sustainability is what really matters. If luxury beauty products were being marketed as eco-friendly, it might not be a problem... but that's just not the case right now.
[Meme: Adult Advent calendar with a sleeping bag and a bottle of wine](https://i.imgur.com/wkFtN8u.jpg)