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Aldi's wine, cheese and candle Advent calendars returning soon. Here's when.

  //food-wine.news-articles.net/content/2025/10/24 .. advent-calendars-returning-soon-here-s-when.html
  Published in Food and Wine on Friday, October 24th 2025 at 16:10 GMT by USA Today

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Aldi’s beloved Advent calendars are coming back this holiday season, a move that has already stirred excitement among budget‑savvy shoppers. The supermarket chain, long known for offering high‑quality goods at lower prices, will re‑introduce its seasonal staple in stores nationwide on November 1, 2025. The return follows the 2024 edition’s success, which sold out in just a few weeks in many locations and drew praise from both consumers and industry analysts for its mix of value and novelty.

The new calendars will be available for purchase at Aldi’s U.S. stores and through its online grocery platform. Each calendar contains 24 individual product packs, one for each day of December, that can be opened by a small “key” that is included with the calendar. The items are a carefully curated selection of seasonal treats and household staples, ranging from holiday décor to pantry essentials. In 2024, the lineup included things such as mini Christmas lights, seasonal spice blends, chocolate‑filled cookies, and limited‑edition gift cards. The 2025 edition is expected to build on this theme with new items like peppermint‑flavored tea, a small gift set of holiday-scented candles, and a “12‑day” bundle of fresh produce that changes each year.

Aldi’s marketing team has emphasized that the new calendars will be priced at $24.99 for the entire set, a sharp drop from the $29.99 that many competitors charge for similar holiday bundles. The discount is part of Aldi’s ongoing strategy to keep its “price‑break” model front and center, especially as consumer sensitivity to inflation continues to rise. “We are committed to giving our customers an affordable, joyful holiday experience,” said Aldi U.S. spokesperson, Maria Fernandez, in a statement released on October 22. “The Advent calendar is a beloved tradition for many families, and we’re excited to bring back something that has proven to be both a financial win and a delight for our shoppers.”

A key element that has differentiated Aldi’s calendar from those offered by larger retailers is the “surprise” factor. Instead of a fixed product on each day, Aldi’s selection varies from store to store, creating a sense of exclusivity and urgency. The retailer claims that 70% of shoppers buy multiple calendars to try to capture a full set or to ensure they don’t miss out on a particular item that may not be available in all stores. This strategy mirrors the success of Aldi’s “Holiday Gift Sets” and “Winter Essentials” lines, which have both performed strongly in recent sales data.

In addition to the main product line, Aldi has announced a complementary digital initiative. Customers who purchase the calendar will receive a QR code that unlocks a downloadable Advent calendar app, featuring daily recipes, gift‑giving tips, and a countdown to the holiday season. The app also includes a “Wish List” feature that syncs with the store’s online shopping cart, allowing customers to pre‑order holiday items that are popular or in limited supply. This digital layer is designed to enhance customer engagement and to drive repeat visits to the store, both in physical and online spaces.

Industry analysts are watching closely. “Aldi’s return of the Advent calendar is a strategic move to capture a market niche that’s been underserved by larger competitors,” said Emily Nguyen, a retail strategist at Market Insights. “With the right mix of product variety, price transparency, and a bit of digital buzz, Aldi can solidify its position as the go-to destination for cost‑effective holiday shopping.” Nguyen also noted that Aldi’s strong private‑label reputation gives it a credibility advantage over other discount retailers that typically rely on brand name products for their holiday lines.

The 2025 Advent calendars are slated for delivery to stores by late October, with a launch date of November 1. Aldi has also announced a promotion for early shoppers: the first 5,000 customers to purchase a calendar will receive an additional free “holiday‑themed” product, such as a set of reusable gift tags or a small ornament. The promotion is meant to drive immediate sales while creating buzz on social media. Customers are encouraged to share their daily openings on platforms like Instagram and TikTok, tagging the brand for a chance to win a $50 gift card. The social media component underscores Aldi’s recognition that younger shoppers are increasingly influenced by peer recommendations and online content when making holiday purchases.

Aldis’ decision to bring back its Advent calendars also comes at a time when the company is looking to reinforce its value proposition against larger competitors like Walmart and Target. Those retailers have introduced their own holiday gift bundles and online-exclusive items, but Aldi’s focus on low overhead and efficient supply chains allows it to maintain lower prices while still offering a high‑quality assortment. The company has also been investing in sustainability initiatives, such as reducing packaging waste and sourcing ingredients from responsible farms, which may be reflected in the new calendar’s product selection.

Overall, the return of Aldi’s Advent calendars signals a broader trend in the grocery and retail sectors: the blending of experiential shopping with tangible value. By combining a surprise daily reveal with competitive pricing and digital engagement, Aldi is positioned to make the 2025 holiday season a win for both its customers and its bottom line. Whether the calendar’s success will be sustained in subsequent years remains to be seen, but the initial response suggests that Aldi’s approach to holiday shopping is resonating with a growing segment of price‑conscious consumers who still want a bit of excitement during the festive season.