Aldi's Advent Calendar Kickoff Draws a Crowd

Consumers still recovering from Halloween candy hangovers could be forgiven for forgetting that Nov. 3 marked National Advent Calendar Day for Aldi this year—the day the Batavia, Ill.-based discounter's 2021 crop of fast-selling Advent calendars went on sale.

But in the western Chicago suburb of Naperville, Ill., some three dozen shoppers were lined up, carts ready, when the doors of a recently remodeled Aldi at 1440 Naperville-Wheaton Road opened at 9 a.m.

What gives Aldi Advent calendars such an avid following? Wine and beer, for one. Previously available only in the U.K., Aldi's alcohol-featuring Advent calendars made their U.S. debut in 2018 and have been selling out since. 

In 2020, capitalizing on the frenzy, Aldi declared its first-ever National Advent Calendar Day. This year, spirit-seeking shoppers have their choice of Aldi's traditional beer and wine varieties, each with 24 mini bottles (one for each day in December leading up to Christmas), as well as a hard seltzer Advent calendar, a 12 Days of Irish Cream calendar and a Sparkling Wine Countdown to the New Year selection.

For those not looking to imbibe, there are chocolate, cheese and coffee calendars; for kids, Aldi's offerings this year include Paw Patrol, LEGO and Polly Pocket Advent calendars, among other toy- and craft-oriented options. Those seeking self-care can find a 12 Days of Bath Fizzers calendars, and because pets can't be left out, there are treats calendars for dogs and cats.

Prices range from $1.49 for a chocolate-filled calendar to $59.99 ($10 cheaper than last year) for the wine calendar. 

This year, Aldi stores used a ticketing system for the sale of alcohol-themed Advent calendars on Nov. 3, the retailer's self-declared National Advent Calendar Day. Customers lined up at or entering the store on Nov. 3 could obtain two tickets per alcohol-themed calendar, redeemable in-store at the entrance to the stock room, where Aldi employees loaded calendars directly into carts. 

Outside of the alcohol-themed calendars, which saw shoppers hurrying their carts to the back of the store, toy calendars looked to be the most popular with the morning crowd at a recently remodeled Aldi in Naperville, Ill., on Nov. 3.

While there was some angling for sought-after selections, no intra-aisle arguments were observed.

The Aldi at 1440 Naperville-Wheaton road in Naperville, Ill., about 30 miles west of Chicago and 15 miles southeast of Aldi's Batavia, Ill, headquarters, reopened on Oct. 7 after a store remodel. "Now, more than ever, we’re here and ready to serve and support you," the retailer said in a welcome-back statement on its website. "From fresh produce to everyday essentials, we’ll help you get what you need at the price you need."