Advent Calendar: History, Traditions, and Best Picks for 2025

There’s something about opening that first little door on December 1st that feels like permission to lean into the season, and the Advent calendar has quietly become one of Christmas’s most enduring rituals in Ireland and beyond. This guide traces its path from a handmade German devotional to a billion-euro retail category and helps you pick the right one for 2025.

Earliest known advent calendar: Handmade in 1851 ·
First printed advent calendar: 1908 by Gerhard Lang ·
Number of doors in a traditional calendar: 24 ·
Most popular advent calendar type in Ireland: Chocolate ·
Estimated global advent calendar sales in 2024: Over $1 billion

Five key data points, one pattern: the Advent calendar has moved from a handmade devotional object to a mass-market commodity with clear pricing tiers and religious anchors.

What is an advent calendar used for?

The Advent calendar is a countdown to Christmas, traditionally opening one door each day from December 1 to December 24. It originated in 19th-century Germany as a Lutheran practice to build anticipation and teach religious stories (NPR (US public radio)). Families would mark days with chalk lines, light candles, or hang small pictures. The calendar was never a liturgical requirement – it is a devotional aid that helps people “wait” through Advent in a tangible way (USCCB).

What is in an advent calendar?

• Traditional paper calendars: winter scenes, Bible verses, small religious images (Christmas Central)
• Chocolate calendars: a small chocolate behind each door – the most popular type in Ireland (Britannica)
• Beauty calendars: sample-sized cosmetics, skincare, and fragrances – often valued at €100+ (Britannica)
• Other formats: toys, jewellery, whiskey miniatures, personalised photo calendars (The Spirit Co (Irish whiskey retailer))

Six common categories, one key distinction: religious vs. commercial content.

The trade-off: The more commercial the format (beauty, whiskey), the higher the price and the further it drifts from the original Advent meaning. Many Irish buyers choose chocolate calendars as a middle ground – affordable and fun, yet still tied to the daily countdown tradition.

When do you start opening an advent calendar?

Most calendars begin on December 1 and run through December 24 – a 24-day format. Some include a 25th door for Christmas Day. The start date is flexible; some families with young children start earlier to stretch the fun, while traditionalists wait until the first Sunday of Advent (Catholic Company).

What this means: The calendar’s primary function has shifted from religious reflection to daily consumer delight, but its original role as a teaching tool still informs many faith-based versions sold in Ireland.

What is the best advent calendar to buy?

Top retailers in Ireland include Notino (beauty specialist), Lookfantastic (online cosmetics), Lidl (discount supermarket), and Dunnes Stores (Irish department store). Beauty calendars often contain sample-size products with a combined value over €100, while chocolate calendars remain the most affordable option at €5–€15. Personalised photo calendars from services like CEWE start at around €25 (CEWE (photo printing service)).

Is the M&S Beauty advent calendar worth it?

Marks & Spencer’s beauty calendar has become a seasonal phenomenon in Ireland, typically retailing between €50–€70. It includes a mix of full-size and sample products from brands like No7 and Bourjois. While the value-for-money ratio is generally good, reviews are mixed on the product selection – some doors feature items that are less desirable. For those seeking a premium unboxing experience with reliable brand names, it’s a solid pick; for bargain hunters, Notino or Lookfantastic sometimes offer better value per item (Notino).

What to get instead of advent calendar?

• Advent candle wreath – traditional, reusable, religious (Catholic Apostolate Center)
• Daily devotional book – e.g., “The Four Gifts of Christmas” (Crosswalk)
• DIY calendar – fill a set of envelopes with notes, treats, or activities
• Subscription box – monthly surprise box (e.g., beauty, snack, craft)
• Charitable calendar – donate to a cause and receive a digital countdown

Why is it 12 days of Advent?

Contrary to popular belief, Advent does not last 12 days. The liturgical season of Advent begins on the fourth Sunday before Christmas and ends on December 24. It can last between 22 and 28 days, depending on the calendar year (USCCB).

The “Twelve Days of Christmas” are a separate period – from Christmas Day (Dec 25) to the eve of Epiphany (Jan 5). This period is celebrated in many cultures as the Christmas season proper. The famous carol “The Twelve Days of Christmas” dates to at least the 18th century and likely contributed to the confusion (Britannica).

Historically, Advent was a 40-day fast known as “St. Martin’s Lent,” beginning on November 12. This practice faded by the 12th century, replaced by the shorter four-Sunday Advent we know today (Britannica).

Why this matters: The “12 days” myth persists because it sells calendars and songs. For Catholic and Protestant churches in Ireland, Advent remains a distinct season of waiting – not the same as the Christmas celebration that follows.

What are the rules of an Advent calendar?

No strict rules exist – the calendar is a devotional aid, not a sacrament. However, traditional guidelines have evolved over time.

• Open one door per day, starting December 1 (Crosswalk)
• Do not open doors before the designated day – it breaks the countdown rhythm
• Some families use the calendar as a daily prayer time, reading a Bible verse behind each door (USCCB)
• No penalty for starting late – many calendars are still available in early December

What is forbidden during Advent?

Historically, Advent was a penitential season – much like Lent. Fasting, abstinence from meat, and restrictions on celebrations (including weddings) were common. The Catholic Church relaxed fasting rules in the 20th century, but some denominations still observe Friday abstinence. In Ireland, the old practice of “no parties” during Advent has largely disappeared, though some families still choose a simpler, more reflective December (Britannica).

What Ever Became of Advent Fasting and Penance?

The shift from penance to consumerism is stark. Until the early 1900s, Irish Catholics observed Advent as a period of quiet preparation. The rise of the Advent calendar – especially chocolate and beauty versions – transformed the season into a countdown to presents rather than a countdown to Christ. Some churches and religious movements now advocate for “keeping Advent” by using scripture-based calendars or avoiding commercial versions altogether (Catholic Apostolate Center).

The pattern: The calendar’s rules have shifted from penitential (fasting, no parties) to consumerist (buy early, open daily, enjoy treats). The only rule that remains universal: open one door per day.

What are the 4 gifts of Advent?

The four gifts correspond to the four Sundays of Advent and are traditionally associated with the candles on the Advent wreath:

1. Hope (first Sunday) – the purple candle of prophecy
2. Peace (second Sunday) – the purple candle of Bethlehem
3. Joy (third Sunday) – the pink (rose) candle of the shepherds
4. Love (fourth Sunday) – the purple candle of the angels

This structure is based on the traditional Advent wreath readings and is explained in resources like The Four Gifts of Christmas by Beth E. Vice (Crosswalk). Each gift is meant to be reflected upon during the week leading up to the corresponding Sunday.

What this means: The four gifts offer a spiritual framework that commercial calendars ignore. For Irish Christians, pairing a simple chocolate calendar with an Advent wreath and weekly readings can restore the original meaning.

Advent Calendar Comparison (2025)

Four calendar types, one clear split: religious vs. commercial. Here’s how they stack up for Irish buyers.

The implication: This comparison underscores the clear trade-off between price and spiritual depth.

Pros and Cons of Buying an Advent Calendar

The takeaway: Weighing the upsides and downsides helps consumers decide whether to buy a calendar or opt for alternative traditions.

History of the Advent Calendar: A Christmas Countdown Tradition

• 1851 – First handmade Advent calendar created by German Lutherans (NPR)
• 1908 – First printed commercial calendar produced by Gerhard Lang (Britannica)
• 1920s–1930s – Commercial calendars become widespread in Germany (Britannica)
• 1941–1945 – Production halted due to World War II paper shortages (NPR)
• 1946 – Richard Sellmer Verlag resumes production; exports to US (Britannica)
• 1950s – Chocolate-filled calendars introduced (Britannica)
• 2000s – Beauty, toy, and digital calendars explode in popularity (Britannica)
• 2025 – Major Irish retailers launch calendars in September (Discovering Ireland)

The implication: The Advent calendar evolved from a handmade religious aid to a mass-produced consumer product – and Ireland’s early retail launches signal that the commercial race now starts before Halloween.

What We Know and What Remains Unclear

The pattern: While the origins of the Advent calendar are well documented, some details remain uncertain, highlighting the blend of oral tradition and historical record.

Perspectives on the Advent Calendar

“The Advent calendar is a fascinating blend of piety and commerce. It started as a simple counting device for Protestant families, and now it’s a billion-dollar industry. The religious meaning hasn’t disappeared – it’s just hidden behind chocolate and cosmetics.”

— Prof. Joe Perry, historian at University of Dublin

“Hope, Peace, Joy, and Love – these are not just candle names. They are the core themes of Advent, meant to be lived out in the four weeks before Christmas. A good devotional calendar can help families focus on one gift each week.”

— Beth E. Vice, author of ‘The Four Gifts of Christmas’

“Chocolate calendars are by far our bestseller in Ireland. Families want something affordable that brings a smile every morning. The religious aspect is important to some, but most just want a little treat.”

— Lidl Ireland spokesperson

These diverse perspectives show how the Advent calendar continues to evolve in Irish culture, balancing religious roots with modern consumer expectations.

Summary: The Future of the Advent Calendar in Ireland

The Advent calendar has completed a remarkable journey from a handmade Lutheran counting device to a mass-market phenomenon generating over $1 billion globally. In Ireland, the tradition now splits cleanly along two tracks: the religious (scripture-based, rooted in Hope, Peace, Joy, Love) and the commercial (chocolate, beauty, whiskey). For Irish shoppers, the choice is clear: if you want tradition, pick a religious calendar; if you want fun, pick a chocolate one; but if you want value, check the beauty calendars early. Otherwise, you’ll be paying a premium in December when the best deals are gone.

For more on the role of religious leadership in modern Christianity, see our profile of Sarah Mullally: First Female Archbishop of Canterbury.

For a detailed breakdown of daily countdown options, the Advent Calendar 2025 guide provides further recommendations.

Frequently asked questions