Advent calendars are looking a lot more like the toy aisle this year.
New data from Faire shows toys and squishies as the breakout Advent calendar category for 2026, with wholesale spend up 9,876% compared with last year. The segment barely registered in 2025 but now leads all categories tracked on the platform.
Across Faire, wholesale orders for Advent calendars are up 63% year over year, while retailers are spending nearly four times as much to keep them stocked online and in stores.
Other fast-growing segments include Halloween, tea and coffee, snacks, and beauty, while chocolate and candy declined 23%.
Faire’s figures cover platform activity from June 1-Sept. 30, 2026, compared with June-December 2025.
