It’s the run-up to the most wonderful time of the year, and we’ve already seen major brands unveil their luxury advent calendars for 2022. The advent calendar market has grown considerably in the past few years. What once was a simple chocolate surprise, has turned into an indulgent treat from coveted brands. But, how sustainable can they really be?
A luxurious Christmas countdown
The luxury advent calendar is the ultimate way to countdown the festive season and there’s nothing better to get your customers into the Christmas spirit than a luxurious treat hiding behind each door. From dazzling jewels to foodie treats and skincare and beauty must-haves, there is something for everyone.
Primed as the perfect treat, the luxurious advent calendars hold twenty-four or five tiny samples that come in a pre-gift wrapped, luxury printed box. It’s truly a great commercial opportunity in the peak sales season.
The top-selling luxury advent calendars of 2021 included; Fortnum’s Feasting Calendar, Libert’s Beauty Advent Calendar and LEGO’s City Advent Calendar at Hamley’s.
The packaging dilemma
At a glance, the environmental impact of a luxury advent calendar might not seem wasteful. However, the multiple layers of packaging that hold the miniatures generally come with no responsible instructions for disposal and are consumed and discarded just as quick as each door is opened. With 16 and a half million advent calendars sold each year, if laid end-to-end they would stretch from London all the way to the north Pole – that’s a huge amount of waste when the festive season comes to an end. And customers are calling for alternatives.
The composition of an advent calendar makes it hard to recycle. Excessive packaging, small pieces of plastic, dyes, mirrored cards, and plastic inserts, it’s easy to see why they often end up in landfills as waste companies simply can’t recycle them. Many well-intending consumers will attempt to recycle the advent calendars in their household waste, meaning entire lorry loads of recycling waste could be rejected due to the mix of materials.
Whilst some luxury advent calendar structures are made solely from cardboard and can be recycled, they are often covered in a glossy plastic film or contain glitter elements which pose a problem. Glitter is too small and hard to contain whereas plastic-coated cardboard can’t be recyclable.
The added pressure of tiny miniatures
The tiny bits of plastic that the beauty and skincare samples come in are adding to the mountain of plastic that consumers are already throwing away. The beauty industry creates 120 billion units of packaging every year, with most of it not being recyclable. This is normally down to the difficult tubes that tend to be made from multiple materials, such as flexible plastic and foil layers. The sheer size of the miniature products is much more problematic, often becoming missed at recycling centres.
It’s not all about size though! Dark plastic is often a popular choice in the luxury industry, but it’s the most troublesome when recycling. Near infra-red (NIR) technology is used to sort the different types of plastic. Black plastic is usually recyclable, but due to the dark colour, it’s difficult for the NIR lasers to spot and sort this type of plastic. If dark plastic isn’t separated correctly, it will turn everything else into a shade of brown, which isn’t commercially usable.
What the Retail Industry Can do to Adress Plastic Packaging
Sustainable luxury advent calendars should be at the top of a retailer’s agenda. Especially since 64% of UK consumers are more likely to buy from a retailer that provides sustainable packaging. The rise of eco-friendly consumers is growing rapidly each year. Millennials are sitting on top, with 50% of those consciously considering sustainability whilst shopping. UK consumers care about the products and the packaging they are purchasing.
It would be a wasted opportunity for retailers to not jump onto the sustainability demand.
- Products should be designed with circularity in mind, where plastic is replaced by paper, cardboard and other recyclable elements.
- Opt for naked or completely recyclable packaging to encourage responsible consumption of your mini mascaras and cruelty-free creams.
- Outline clear information on how to correctly dispose of your luxury advent calendar and its contents after use, to help divert them from landfill.
- Design an advent calendar that can be reused by consumers season after season or regifted.
- You can also investigate down your supply chain to examine if supplies are sourced sustainabily.
The Champions for Cardboard Calanders
Some retailers are already championing sustainability with eco-friendly advent calendars. Investing in a sustainable luxury advent calendar doesn’t mean you need to compromise on quality. If not for this year but next, you should consider swapping plastic and non-recyclable elements for a 100% recyclable cardboard structure, drawers and base label.
If you are dreaming of a sustainable Christmas, these luxury advent calendars can give you all the inspiration you need. Lush lovers can get their hands on a 100% recycled board trunk advent calendar, with full-size contents that are either naked or inside recyclable packaging. The trunk is perfect for reusing, regifting or recycling. All the elements are eco-friendly with 100% recycled polyester ribbons, 100% recycled tissue paper and natural fibred tag twine. Online they clearly state how to dispose of this ethical gift.
L’OCCITANE, aim to limit the impact of waste on the environment and their four luxury advent calendars don’t disappoint. Shoppers can choose from either a 100% recyclable box, 100% sustainably sourced and recyclable cardboard box, a 100% recycled cotton reusable calendar and a refill for those who have purchased the cotton calendar previously.
Sustainable luxury advent calendars are possible when the luxury advent calendar is reconfigured to create an authentic sustainability strategy. There’s no denying that the festive season is the most wonderful time of the year, so start the countdown with a sustainable one.
Trusted supplier of corrugated cases, Greyhound Box specialise in consultation, bespoke design, and expert manufacturing to help fulfil clients’ packaging requirements. Their solutions are sustainability-centric, with continuous innovations to ensure operational efficiencies and environmentally-responsible processes and products.