The Christmas countdown is now a major gift category, with something for nearly every shopper.
Penguin Random House
Advent calendars have come a long way from those little cardboard doors hiding a piece of not-so-great chocolate. These days, they're filled with everything from miniature books and toys to teas and jewelry, and adults are buying them for friends, family, and themselves.
According to a November 2026 report in Retail Insider, wholesale orders for Advent calendars rose 63% this year, with brands expanding their offerings well beyond traditional sweets. Meanwhile, New York Magazine's The Strategist featured more than 4x as many Advent calendars in its 2026 roundup as last year, including our own Richard Scarry! Some calendars were already sold out before Halloween.
For gift and specialty shops, they're a no-brainer. Advent calendars make great gifts, come in a wide range of prices, and give customers something to look forward to every day in December.
They’re the ultimate holiday pre-game.
Penguin Random House
And there's still time to get them on your shelves! The countdown doesn't begin until December 1, and our publishers have so many fun calendars to choose from, along with some great holiday promotions.
Here are a few of our season’s top sellers. There are plenty more, so ask your Fine Lines rep for additional suggestions.
