For small and large businesses alike, the holidays can be an extremely lucrative 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 grapple with the challenge of standing out in a crowded market — which often requires a bit of creativity. One method that's gained traction in recent years? Advent calendars.

The original advent calendar goes back to 19th-century Germany, where Protestants marked the days left before Christmas in creative ways — lighting candles, placing straws in a Nativity crib, etc. — with the first known handmade wooden advent calendar appearing in 1851. The earliest calendars with chocolate have been traced to the 1950s.

Related: How to Support Small Businesses This Holiday Season

Nowadays, those chocolate-filled calendars you might remember from your childhood have made a big comeback. You'll still see traditional ones on the shelves, alongside various inventive renditions toting makeup, skincare, jewelry, candles, coffee, socks and so much more.

"As adults, we're like, 'Cool, where's my adult advent calendar?'"

This year, Portland-based ready-made cocktail brand Straightaway........

© Entrepreneur