Searches for beauty advent calendars start to grow from August. Every single year.
The searches hit their peak late November-early December (hi Black Friday đź‘‹) then drop off rapidly once we get to mid December. Often brands start mentioning them from around October onwards – you’ll start seeing more press coverage, brand emails and social content all about beauty advent calendars.
When did beauty advent calendars start being popular?
Based on search trends, beauty advent calendars first started being mentioned around 2012, but they didn’t really start gaining traction until around 2013. Brands like Ciate and Benefit jumped on the bandwagon, their popularity soared and the rest is history.
Over time, they’ve become more elaborate, more expensive and part of the beauty consumer cycle. Some brands create super-luxe versions, plenty more brands have jumped on the trend and there’s something to fit every budget.
When do beauty consumers start searching for beauty advent calendars?
Beauty advent calendars are definitely a seasonal trend. There isn’t a market for them all year round but as I’ve already mentioned, people start searching for beauty advent calendars from August, and the peak is over by the time we get into December. Which makes sense as they’re based on the traditional advent period which starts on 1st December – though there will be some savvy consumers looking for a December bargain.
To give you an idea, here’s what the searches for “beauty advent calendar” looked like globally in 2023:
- July 2023 – less than 5k searches per month
- August 2023 – 14k searches per month
- September 2023 – 60k searches per month
- October 2023 – 97k searches per month
- November 2023 – 161k searches per month
- December 2023 – 77k searches per month
- January 2024 – 10k searches per month
That’s a massive difference of 155,000 searches from from July through to the peak in November. And it shows just how important it is to time it right, and to understand what your audience are looking for. Get it right and you can get a slice of the lucrative beauty advent calendar pie. Get it wrong and you might end up with a ton of leftover stock.
Searches are already showing as up 15% in 2024 than where things were at at the same time of year in 2023. It’s a category that continues to see growth, but remember it’s seasonal. It shows the importance of planning ahead and getting your Christmas campaigns nailed, planned and in circulation well before December. There’s too much choice and hype around to miss the boat with seasonal items, as once the season’s gone, so are your sales.
The story is EXACTLY the same for search terms like “beauty calendar”, “beauty christmas calendar”, “skincare advent calendar”, “perfume advent calendar” and “makeup advent calendar”, though with much lower search volumes.
For a retail item that sells for anything between ÂŁ40 to ÂŁ300, these increases in search are big news for brands and retailers – and they absolutely should be capitalising on that while they can. It’s also a great way to introduce new customers to your brand, and let them try out your products without committing to the full size versions. They might just find their next holy grail beauty product – with your brand.
Search keywords for beauty advent calendars
As well as the search trends identified above, there are some other things to consider when it comes to beauty advent calendars.
As a keyword, “beauty advent calendar” is pretty competitive in the US, but less so in the UK. Here are some less competitive long tail keywords, though they have admittedly way less traffic.
- Beauty christmas calendar
- Skincare advent calendar
- Perfume advent calendar
- Makeup advent calendar
- Which beauty advent calendar?
- When is marks and spencer beauty advent calendar on sale?
- What is the best beauty advent calendar?
- Where to buy beauty advent calendar?
- What is in the boots beauty advent calendar?
An important reminder to not just go for the keyword with the biggest search volumes as you’ll be up against a lot of competitors, and sometimes it pays to be more specific.
Make your Christmas campaigns stand out with a copywriter
Looking for a beauty copywriter to help with your beauty advent calendar or Christmas campaigns? Get in touch to find out how I can help you get your message across.