Liberty Beauty Advent Calendar is its fastest selling product ever

By

Barbara Santamaria

Published
Oct 9, 2020

Liberty’s Beauty Advent Calendar has reached peak must-have status, with thousands of shoppers staying up until the early hours on Wednesday to purchase the 2020 version — making it the fastest selling product ever sold by the 147-year-old department store.

The calendar, which retails for £215, contains almost £800 worth of luxury beauty, skincare and wellness products from top brands including Diptyque, Venn, Aveda, Nars and Ren, many of which came in full-size form. 

Liberty said it increased the quantity of calendars by 20% this year after seeing huge demand and made the calendar available for international shipping.

Ahead of its launch on 7 October, “tens of thousands” registered their interest online, with online searches for the calendar beginning as early as 1 January 2020. The department store sold 15% of stock before 9 am on Wednesday and Americans emerged as the second biggest customer after Britons.

“When we created the Beauty Advent Calendar in 2014 we had no idea it would be a global phenomenon,” said Sarah Coonan, buying director for Liberty.

“It takes us a whole year to put together and we’ve worked harder than ever to curate some of our very favourite products. With over six new brands and a killer line-up, this year’s calendar is our highest value yet. Roll on December 1st!”

Luxury advent calendars have experienced a boom over the past few years, with high-end retailers from Fortnum & Mason to gin brands like Edinburgh Gin launching their own version of this festive treat. Beauty calendars have also gone mainstream, with most beauty retailers, department stores and large British beauty brands joining the trend.