As we turn into the home straight before Christmas, thoughts turn to Advent calendars and I have to say that this year has trumped all others for stretching the imagination and resorting to the ridiculous. The media have rightly been making quite a thing about the commercial exploitation of this corner of the festivities: Asda’s cheese calendar is just the beginning. What about the Edinburgh Gin calendar, complete with 25 miniatures for £100, or the Diptique limited edition calendar filled with skin and bodycare products, a snip at just £300? My favourite example of over-the-top nonsense was the one Porsche put on show in Harrods seven years ago: retail price $1m.
It’s all a far cry from the calendar’s rather restrained origins in Germany in the 19th century. Simple images posted behind the doors of a cardboard calendar dominated for decades until the first chocolate-filled calendars started to appear in the 1940s.
The market has now turned full circle, with reproductions of the traditional vintage German calendars available for sale.
Although there is quite a market in Christmas collectibles, Advent calendars remain a rather muted corner of it, but with the variety on offer now, especially some of the more unusual limited edition varieties, this is an area of collecting whose potential has yet to be fully exploited.
