The Advent calendar has become one of the most beloved Christmas traditions worldwide. Every December, millions of children and adults eagerly open tiny doors to reveal surprises, counting down the days until Christmas. But this cherished custom has a fascinating history that spans nearly two centuries, evolving from simple religious practices in the 19th-century Germany to the elaborate, diverse calendars we see today. This is the story of how a modest countdown tradition became a global phenomenon.
The Origins: Germany in the 1850s
The Advent calendar tradition began in 19th-century Germany, where families developed creative ways to mark the days of December leading up to Christmas. In an era without smartphones, television, or even reliable electric lighting, the long, dark winter nights seemed endless to children eagerly awaiting Christmas morning.
German parents made chalk tallies on doors for children to visually track the days, families lit candles arranged in evergreen wreaths, and images of the nativity scene or religious paintings were displayed to represent each new day. Some families would give children paper cones filled with sweets, unveiling a Christmas scene underneath. These early practices, while lacking the numbered doors and treats we associate with modern calendars, established the fundamental concept: making the wait for Christmas tangible and more bearable through daily rituals.
The German climate and culture created ideal conditions for this tradition to flourish. Germany’s cold Northern European winters made the anticipation of Christmas, through symbolising the return of light, particularly meaningful. The country already had well-established Christmas customs, including outdoor markets, special baked goods, and music festivals, so introducing a new tradition focused on Christmas preparation aligned naturally with existing practices. Additionally, Germany’s industrialisation enabled greater access to printed materials and workshop tools needed to eventually produce calendars commercially.
The First Printed Advent Calendar: The “Christmas Clock”
The transition from homemade traditions to printed calendars marked a significant turning point. The oldest printed Advent calendar was a clock, printed in 1902 with a brass hand and a dial beginning at 13, with panels mainly filled with verses from Christmas carols. This “Christmas Clock for Children” represents the earliest attempt to standardise and commercialise the countdown tradition.
However, in 1900, the earliest printed Advent calendar known as “St. Nicholas the Santa Claus” obtained utility model protection under the name of Carl Straub in Munich, suggesting multiple inventors were working on similar ideas simultaneously.
Gerhard Lang: The Father of the Modern Advent Calendar
The person most widely credited with inventing the Advent calendar as we know it today is Gerhard Lang, or more accurately, his mother deserves much of the credit. Gerhard’s enterprising mother attached twenty-four cookies onto a square of cardboard for young Gerhard to consume in the days leading up to the festive season. This childhood memory stayed with him.
From 1904 to 1908, Gerhard Lang began regularly releasing innovative and playful variations at his Munich publishing house, featuring graphic designs by renowned children’s book illustrators. His company, Reichhold & Lang, produced calendars with various formats: scrapbooks, tear-off calendars, calendars with figures to insert into background images, and the iconic door calendars that remain popular today.
Lang’s innovations transformed the Advent calendar from a homemade curiosity into a commercial product that could be mass-produced and distributed. His calendars featured beautiful artwork and creative designs that appealed to children and parents alike. Between the early 1900s and 1930, Lang’s publishing house established the basic template that would influence all future Advent calendars.
Unfortunately, the Reichhold & Lang business ceased operations in 1930 during Germany’s economic troubles. However, the concept had already taken root in German culture, and other publishers quickly stepped in to continue the tradition.
The Traditional Contents: Religious Imagery and Scripture
What did these early Advent calendars contain behind their little doors? The answer reflects their deeply religious origins.
Traditional Advent calendars featured devotional content designed to prepare hearts spiritually for Christmas:
Biblical Images: Pictures depicting scenes from the nativity story, Mary and Joseph traveling to Bethlehem, the birth of Jesus in the manger, shepherds in the fields, angels announcing the birth, and the Wise Men following the star. These images told the Christmas story progressively over the 24 days.
Scripture Verses: Many calendars included Bible passages, particularly prophecies from the Old Testament about the coming Messiah, and New Testament passages describing Christ’s birth. Each day’s verse provided a focal point for prayer and reflection.
Religious Symbols: Crosses, stars, angels, saints (particularly Saint Nicholas), and church imagery reminded families of the sacred meaning of the season.
Christmas Carol Verses: Lines from beloved hymns and carols appeared on many calendars, encouraging families to sing together as part of their daily devotions.
Prayers: Some calendars included specific prayers for each day of Advent, guiding families in their spiritual preparation for Christmas.
The emphasis was entirely on the religious aspects of the holiday. These calendars were devotional tools designed to help Christian families, particularly children, understand the theological significance of Advent and prepare their hearts for celebrating Christ’s birth.
The Nazi Era and World War II: A Dark Interruption
The Advent calendar tradition faced its most serious threat during the Nazi regime in the 1940s. The Nazis banned Advent calendars, preferring to call them ‘pre-Christmas calendars’ and replacing the biblical verses with swastikas and exploding tanks. The regime sought to strip away Christian content and replace it with propaganda glorifying militarism and Nazi ideology.
During World War II, Advent calendar production virtually ceased as Germany focused all its resources on the war effort. Paper shortages, bombing campaigns, and the chaos of conflict made producing non-essential items like calendars impossible. The tradition that had flourished for decades seemed destined to disappear.
Post-War Renaissance: Richard Sellmer’s Mission
After the war, Advent calendars experienced a remarkable revival, largely thanks to one determined man: Richard Sellmer of Stuttgart. The Richard Sellmer publishing house received a license to print Advent calendars in December 1945 in Stuttgart from their American occupiers, with permission to print 50,000 calendars using paper from the French occupation zone.
Sellmer manufactured a stand-up calendar called “The Little Town” (Die Kleine Stadt), designed by Elisabeth Lörcher. Even this first post-war calendar was designed in English and Swedish, showing that Sellmer’s vision extended beyond Germany from the very beginning. He presented his calendars at trade fairs, actively seeking international customers.
US soldiers coming home helped in spreading the calendars, which led to Sellmer getting a major order of 50,000 calendars from an aid organisation for epileptics. This connection with American military personnel would prove crucial for establishing the tradition in North America.
By 1945, Advent calendars were once again being produced across all German occupation zones, primarily based on sweet designs from around 1930. Publishers like Erika in Heidenau reprinted their older works. The longing for an “ideal world” after the devastation of war made Christmas traditions particularly precious.
Richard Sellmer’s company became the most important force in spreading Advent calendars globally. Between 1946 and 1998, his company produced more than 230 different Advent calendars. By around 2010, the company offered approximately 100 different designs each year and exported to 25 countries. The company still operates today, continuing the tradition Sellmer revived from the ruins of war.
The American Connection: Eisenhower’s Grandchildren
The moment that truly popularised Advent calendars in America was in December 1953. After the magazine Newsweek showed a picture of Eisenhower’s grandson on an Advent calendar in December 1953, demand rose massively. The photograph showed President Dwight D. Eisenhower’s grandchildren with an Advent calendar that was being sold to raise money for the National Epilepsy League.
Seeing the president’s grandchildren enjoying a German tradition gave Advent calendars an American stamp of approval. In 1954, Sellmer produced a calendar *specifically designed for the US market called “White House,” which showed the White House as the central design, surrounded by cowboys, prairie schooners, and land yachts—imagery designed to appeal to American children.
American servicemen who had been stationed in Germany also brought calendars home as souvenirs, introducing their families to the tradition. By the 1950s and 1960s, Advent calendars were becoming established in American homes, though still primarily featuring religious imagery.
The Chocolate Revolution: 1950s–1970s
The Advent calendar underwent its most significant transformation when chocolate entered the picture. There are rumours that chocolate first appeared in calendars during the latter half of the 1950s, specifically 1958, when the German Erdal company produced the first chocolate-filled calendars. However, the innovation didn’t immediately catch on.
Even when Cadbury began to commercially produce chocolate Advent calendars in 1971, no one was overly taken with this fusion of glitter-sprayed cardboard and little renditions of Santa immortalised in chocolate. It took a further two decades before Cadbury put chocolate Advent calendars into continuous production.
This delay seems remarkable given today’s ubiquity of chocolate calendars, but it reflects how strongly the tradition was associated with religious devotion rather than treats. The shift from sacred imagery and scripture to chocolate and secular symbols represented a fundamental change in what Advent calendars meant.
By the 1980s and 1990s, chocolate Advent calendars had become standard. The daily ritual remained the same, by opening a door each day, but the purpose had shifted from spiritual preparation to simple anticipation and fun. This secularisation allowed the tradition to spread beyond Christian households and appeal to a much broader market.
The Globalisation Era: 1960s to Present
From their German origins, Advent calendars spread across the globe in waves:
Early 1900s
The tradition spread to other Northern European nations, including Scandinavia and the Netherlands, where it aligned well with existing Christmas customs.
1950s–1960s
American servicemen and German emigrants brought calendars to the United States. British chocolatiers began producing affordable chocolate versions.
1970s–1980s
Advent calendars became widely available in English-speaking countries, with production expanding beyond Germany to the UK, US, and other nations.
1990s–2000s
Globalisation enabled Advent calendars to become popular in Western countries and beyond, reaching Japan, Australia, Latin America, and other regions where Christmas is celebrated.
Many calendars reflect the varying traditions of the countries for which they are produced. Calendars for Switzerland leave out Saint Nicholas, angels in the US have no wings, and religious themes are preferred in the United Kingdom.
Advent Calendar Traditions Around the World
While Advent calendars originated in Germany, different countries have adopted and adapted the tradition in unique ways:
Germany
Germany maintains strong connections to the traditional Advent calendar. German families still enjoy calendars featuring nativity scenes, Saint Nicholas, and winter weather. German Christmas markets sell elaborate handmade calendars, and many families create their own using fabric pockets, wooden boxes with compartments, or other creative formats. The focus remains on marking each day with a small treat or image rather than expensive gifts.
United Kingdom
Religious themes are preferred in the United Kingdom, though commercial chocolate calendars dominate retail sales. British families often display Advent calendars prominently in their homes, and the tradition of opening one door per day is strictly observed. The UK has also embraced luxury Advent calendars in recent years, with high-end brands offering beauty products, teas, and other premium items.
United States
American Advent calendars tend toward secular themes, with Santa Claus, snowmen, and winter scenes more common than religious imagery. Angels in the US have no wings on Advent calendars, reflecting different artistic traditions. The American market has enthusiastically embraced the concept of calendars filled with various products beyond chocolate—everything from toys to craft supplies to pet treats.
Scandinavian Countries: The Julekalender Phenomenon
In Denmark, Finland, Iceland, Norway, and Sweden, there is a tradition of having a Julekalender (Swedish: Julkalender, Finnish: Joulukalenteri, Icelandic: Jóladagatal) in the form of a television or radio show, starting on December 1 and ending on Christmas Eve.
The first such show aired on Swedish radio in 1957 as “Barnens Adventskalender.” The first televised show appeared in 1960 in Sweden with “Titteliture,” followed by Denmark’s “Historier fra hele verden” in 1962. These shows feature serialized storytelling, with a new episode each day of December leading to Christmas Eve. Some are directed at children, some at families, and some at adults alone.
This unique adaptation transforms the Advent calendar concept from a physical object into shared cultural entertainment, bringing entire nations together in daily anticipation.
Switzerland
Calendars for Switzerland leave out Saint Nicholas, reflecting different regional traditions about when and how Saint Nicholas is celebrated.
Hungary
Hungarian families embrace the traditional Advent wreath with four candles, lighting one each Sunday of Advent. Advent calendars with chocolate are popular, and there’s also a tradition of attending matins (early morning Mass) every dawn from the first Sunday of Advent to Christmas Day, sometimes called the Angelic Mass or Golden Mass.
Italy
Italians begin their Christmas celebrations early on 8th December, the Feast of the Immaculate Conception, when families traditionally decorate their Christmas trees and set up elaborate nativity scenes. Advent calendars are less central to Italian tradition than in Northern Europe, but they’ve gained popularity in recent decades. The Italian focus remains on nativity scenes, which are displayed throughout the entire Advent season.
Czech Republic
Czech families have a lovely tradition of cutting branches from a cherry tree on December 4th (Saint Barbara’s Day) and placing them in water, hoping they will blossom by Christmas Eve. Advent calendars are popular, but this botanical countdown tradition adds a natural, living element to marking time until Christmas.
Mexico and Latin America
In Mexico and Central America, Advent takes a deeply communal form with Las Posadas, a nine-day celebration from December 16th to 24th that reenacts Mary and Joseph’s search for shelter. While traditional German-style advent calendars are less common, families create their own countdown traditions through these nightly processions, which include singing, lanterns, piñatas, and shared meals.
China
Chinese Christians follow many traditions brought by Western missionaries. They light their homes with colourful paper lanterns during Advent and may place red paper pagodas in windows. Santa Claus is called “Dun Che Lao Ren” (Christmas Old Man). Children hang specially made muslin stockings on St. Nicholas Eve. While advent calendars are available in urban areas, the tradition hasn’t achieved the same widespread adoption as in the West.
Japan
Advent calendars aren’t as prevalent in Japan as they are in Western countries, and while Christmas is celebrated, the tradition of Advent calendars hasn’t gained the same widespread popularity. However, Japanese retailers have created unique versions featuring traditional Japanese snacks, anime or manga characters, cosmetics from Japanese beauty brands, and DIY craft projects. These calendars cater to Japan’s gift-giving culture while adapting the Western tradition to local tastes.
Australia and South Africa
In the Southern Hemisphere, Advent occurs during summer. Australian and South African families celebrate with Advent calendars just like their Northern counterparts, but the imagery often includes beach scenes, summer flowers, and warm-weather Christmas celebrations rather than snow and winter scenes. Many families enjoy their Advent treats outdoors or at the beach, creating a unique twist on the tradition.
Living Advent Calendars
Some European villages and towns have created “living” Advent calendars, where different windows in buildings throughout the community are decorated for each day of Advent. Each evening, residents gather at that day’s designated window for carol singing, hot drinks, and community celebration. This transforms the personal, family-centred tradition into a public, communal experience that brings entire neighbourhoods together.
The Modern Explosion: Advent Calendars for Everything
Today’s advent calendar market is almost unrecognisable from its religious origins. The basic concept, the opening of something new each day in December, has been applied to virtually every consumer interest:
Food and Drink
Chocolate remains most popular, but calendars now feature gourmet coffee, tea, cheese, wine, craft beer, hot sauce, beef jerky, popcorn, candy, cookies, and virtually any food item imaginable.
Beauty and Self-Care
Luxury beauty brands offer calendars containing miniature cosmetics, skincare products, perfumes, nail polish, bath products, and hair care items, often valued at far more than the calendar’s purchase price.
Toys and Collectibles
LEGO, Playmobil, Disney, Marvel, Star Wars, and countless other franchises offer calendars with small figures, building elements, or collectibles for children and adult collectors alike.
Hobbies and Crafts
Knitting notions, jewellery-making supplies, art materials, puzzle pieces, origami paper, and other craft items turn the countdown into a daily creative activity.
Books and Stories
Some calendars contain short stories, poems, or book excerpts, reviving the literary tradition of early calendars in a new form.
Experiences and Gifts
Calendars might contain tickets to events, gift cards, coupons for experiences, or vouchers for special activities.
Pet Products
Even pets get advent calendars, with treats for dogs, cats, horses, and other animals.
Luxury Items
At the extreme end, Porsche created a million-dollar advent calendar in 2010 containing an expensive watch, a new kitchen, and a yacht behind its 24 doors, demonstrating how far the tradition has travelled from chalk marks on German doors.
DIY and Reusable Calendars
Many families create their own reusable Advent calendars using fabric pockets, wooden boxes, or other containers, filling them with personalized treats, activities, notes, or small gifts chosen specifically for their loved ones.
The Enduring Appeal: Why Advent Calendars Remain Popular
Despite, or perhaps because of, their transformation from religious devotion to commercial product, Advent calendars remain beloved worldwide. Several factors explain their enduring popularity:
Ritual and Anticipation
In an age of instant gratification, Advent calendars teach delayed gratification and the pleasure of anticipation. The daily ritual creates structure and excitement during the busy pre-Christmas period.
Family Tradition
Many adults who enjoyed Advent calendars as children now share the tradition with their own children, creating intergenerational connections and memories.
Manageable Joy
Opening one small door each day is much more manageable than the overwhelming nature of modern Christmas preparations. It provides a moment of simple pleasure in a hectic season.
Nostalgia
For many, Advent calendars evoke childhood memories and simpler times, providing comfort and connection to the past.
Versatility
The ability to customise Advent calendars to any interest or age group means virtually everyone can find one that speaks to them personally.
Community and Sharing
Whether through physical calendars or digital versions shared on social media, Advent calendars create shared experiences and conversations.
Conclusion: From Sacred to Secular, But Still Special
The journey of the Advent calendar from 19th-century German chalk marks to today’s million-dollar luxury versions is remarkable. What began as a simple way to help children countdown to Christmas in a deeply religious context has become a global commercial phenomenon embracing virtually every interest and demographic.
Yet beneath all the commercialisation and secularisation, the core appeal remains unchanged: the pleasure of anticipation, the joy of daily surprises, and the creation of meaningful rituals during the darkest time of the year. Whether revealing a Bible verse, a piece of chocolate, a beauty sample, or a LEGO minifigure, each opened door represents the same human desire that motivated those German families in the 1850s—to make the waiting meaningful, to mark time’s passage, and to build excitement for something wonderful approaching.
The Advent calendar’s evolution reflects broader changes in how Western societies celebrate Christmas, shifting from primarily religious observance to secular festivity. Yet millions of Christian families continue to use Advent calendars as devotional tools, choosing religious designs and using the daily ritual for prayer and reflection, staying true to the tradition’s origins.
In this way, the Advent calendar contains multitudes; it can be deeply sacred or entirely secular, simple or elaborate, traditional or innovative. This flexibility ensures that whether you open a door to find a scripture verse or a shot of whiskey, you’re participating in a tradition that has brought joy to generations across cultures and continues to make December a little more magical, one day at a time.
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