For small and large businesses alike, holidays it can be an extremely profitable season. Consumer spending is expected to be higher this year compared to last year, with an average spend of $1,778, up 8% from 2023, according to a report from Deloitte.
Despite the shopping frenzy, many brands face the challenge of standing out in a crowded market — which often requires a little creativity. A method that has gained traction in recent years? Advent calendars.
The original advent calendar goes back to 19th-century Germany, where Protestants marked the remaining days before Christmas in creative ways—lighting candles, placing straw in a nativity crib, etc. – with the first known handmade. The wooden Advent Calendar appeared in 1851. of the earliest chocolate calendars have been traced back to the 1950s.
Related: How to support small businesses this holiday season
Nowadays, those chocolate-filled calendars you may remember from your childhood have made a huge comeback. You'll still see the traditional ones on the shelves, along with various creative interpretations, including makeup, skin care, jewelry, candles, coffee, socks and much more.
“As adults, we're like, 'Say, where's my adult advent calendar?'
This year, the Portland-based ready-made cocktail brand Cocktails immediately is jumping on the advent calendar trend for the first time. entrepreneur sat down with co-founder and CEO Cy Cain to learn more about the company and its take on the holiday tradition.
A long-time cocktail enthusiast with extensive experience helping founder-led brands enter the marketCain joined forces with fellow cocktail lover Casey Richwine to launch Rightaway Cocktails in 2018.
Image credit: Andrea Morris. Cy Kain, left; Casey Richwine, right.
The goal was to create ready-to-serve cocktails made with the highest quality ingredients. He immediately roasts his own hazelnuts and picks his own fir needles to create his own homemade bitters, and even produced a double gold-winning amaro to feature in his drinks.
The distillery and tasting room are immediately in Portland's “Distillation line.” The company also partners with Alaska Airlineswhich serves margaritas and its old fashioned offerings.
At once it's committed to quality cocktails and it's also on a mission to give back. Like one Certified B CorporationImmediately gives 1% of its profits to environmental partners through 1% for the Planet and 1% to organizations serving marginalized communities.
Image credit: Andrea Morris
Although Straightaway has released holiday gift sets since its first year in business, this season marks its first foray into advent calendars, which offer a “surprise and delight” factor for customers, Cain says.
“Advent calendars just have a place culturally in our minds, (going back to when we were) kids,” Cain explains. “As adults, we're like, 'Cool, where's my adult advent calendar?' This is a fun little thing for people to open.”
“Make sure your timing is right for your brand (and) that you can (attract) business.”
She immediately began preparations for her upcoming “12 Nights of Cocktails” calendar, which features a dozen 3.5-ounce drinks and retails for $59.95 on its website about a year before the release. There were early conversations with Costcowhere members can also purchase the calendar. The retailer is adept at finding manufacturer brands that offer authenticity and quality, Cain says.
Image Credit: Courtesy of Live Cocktails
Even at the start, making the calendar was “really a sprint,” according to Cain—but being a vertical creator with his own process helped him quickly get to the finish line on time.
The process began with some important information gathering: Cain and Straightaway's director of brand and marketing, Caitlyn Pura, traveled to Washington state to look at other models on the market. The pair came up with some ideas and sketched them out on the return trip Portland.
After all, Cain and Purah decided to honor the Straightaway's origin story, which stems from a 1930s cocktail book by Charles H. Baker. “He left after Prohibition and traveled the world and cataloged his favorite cocktail recipes,” Cain explains. “Casey's wife bought it 12 years ago; we found the recipe for it creep in it.”
He immediately connected this concept to the idea of classic holiday novels, so the calendar “opens up and reads a bit like a chapter book”. Instead of the 12 Nights of Christmas, it's the 12 Nights of Cocktails. Cain says the calendar has been well received and the company plans to release another one next year.
For other businesses hoping to launch their own advent calendars, Cain recommends having a good supply chain team in place and don't take on more than you can handle. “Make sure your timing is right for your brand (and) that you can (attract) the business you're looking for,” he says. “You must deliver the goods.”