From Skims underwear to Bridgerton's Ice Cream, specialty retailers are turning the classic holiday tradition into a luxury marketing play.

Advent calendars have evolved far beyond chocolate. Skims is selling calendars in the $300+ range with daily surprises, while brands from beauty to streetwear are capitalizing on the trend. We explore why specialty retailers are betting big on advent calendars this holiday season, what it reveals about consumer willingness to pay premium prices for curated brand experiences, and why a Nike advent calendar with 28 days of sneakers might just be the ultimate (if expensive) collector's dream.

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