“This is our biggest beauty project of the year, and each year we try to achieve something greater than what came before,” says Laura Freitas, beauty buyer for curated product at Liberty. She began working on the 2025 calendar in April 2024 and the retailer has increased its order by about 30 per cent each year to meet demand; 60 per cent of last year’s customers were first-time advent calendar buyers. Beauty retailer Space NK ordered thousands more units of its £260 set for 2025 in a bid to keep pace with demand and on the day John Lewis launched its advent calendar, it was the fastest-selling item across the whole store, excluding Apple products.