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Faire’s platform data shows wholesale spending on toy and squishy Advent calendars rose 9,876% in the measured 2026 period compared with the same dates in 2025. Overall Advent calendar orders on the marketplace increased 63% year over year, while spending on chocolate and candy calendars fell 23%.
Wholesale spending on toy and squishy Advent calendars rose 9,876% year over year in data from retail marketplace Faire, as the platform recorded broader growth in Advent calendar orders ahead of the 2026 holiday season. The figures suggest retailers are adding more non-candy options, while spending on chocolate and candy calendars declined.
Faire’s data, reported by The Toy Book, shows wholesale orders for Advent calendars across the platform up 63% year over year. Retailers were spending nearly four times as much on Advent calendars to stock online and physical shops, according to the report. Faire described toys and squishies as the breakout category among the segments it tracked.
The reported 9,876% increase compares wholesale spending on toys and squishies from June 1 through September 30, 2026 with the period from June through December 2025. The Toy Book’s account says the category had barely registered on Faire in 2025 before rising to lead the categories tracked in the latest data. The report does not provide the dollar value behind the increase.
Other fast-growing Advent calendar segments identified in the data included Halloween products, tea and coffee, snacks, and beauty. Spending on chocolate and candy calendars moved in the opposite direction, falling 23% in the comparison reported by Faire. The figures describe activity on Faire’s marketplace, rather than a complete count of retail sales across the industry.
Retailers Expand Beyond Candy
The figures point to a change in what some retailers are choosing to stock for the seasonal Advent calendar market. A sharp rise in spending on toys and squishies, alongside growth in snacks, drinks, and beauty, indicates that buyers on Faire are looking at products beyond traditional chocolate calendars. That could give independent retailers more variety to offer shoppers seeking a daily product or gift through December.
The scale of the toy category’s reported increase needs context: Faire says it barely registered in the prior comparison period, so a large percentage gain can come from a comparatively small starting point. The data does not establish that toy calendars have overtaken candy in total sales across the market. Still, the overall 63% increase in platform orders suggests the category is drawing greater purchasing activity among Faire buyers as the holidays approach.
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Faire’s Seasonal Comparison Periods
Faire is a wholesale marketplace connecting retailers with brands and suppliers. The Toy Book’s report attributes the figures to Faire platform data, measuring purchases by wholesale buyers rather than consumer transactions at checkout. Its comparison uses different-length periods: June 1 to September 30, 2026, against June through December 2025. This distinction matters when interpreting the reported changes, particularly because the source does not publish the underlying totals.
The report places Advent calendars among several seasonal product areas showing growth on Faire, including Halloween merchandise and selected food, drink, and beauty categories. The reported decline in chocolate and candy spending is specific to the same platform data and comparison; it does not by itself establish a broader decline in consumer demand for confectionery calendars.
“Toys and squishies are the breakout Advent calendar category for 2026.”
— Faire, as reported by The Toy Book
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What the Platform Figures Do Not Show
Faire’s report does not state the starting or ending dollar amount for toy and squishy calendar spending, so the 9,876% figure cannot show how large the category is in absolute terms. It also does not provide a breakdown by product, retailer size, region, or sales channel, or explain how many orders contributed to the increase.
The comparison periods are not the same length: the 2026 data runs through September 30, while the 2025 period extends through December. The report does not explain the methodology behind the “nearly four times” spending comparison, including its exact baseline. It remains unclear whether the marketplace trend reflects broader consumer purchasing patterns or will continue through the holiday selling season.
non-candy Advent calendars for kids
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Holiday Season Sales to Come
The reported data captures buying activity through September 30, 2026, not the full holiday season. Retailers’ eventual sales and further ordering may show whether the shift toward toy and squishy calendars continues into the final weeks before December. Faire has not, in the source report, provided a schedule for additional category figures or a forecast for the remainder of the season.
For now, the figures offer an early view of what wholesale buyers are ordering on one marketplace. Any conclusion about total retail sales, consumer preferences across the market, or the eventual performance of candy calendars will require additional data beyond this report.
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Key Questions
What is driving the reported Advent calendar trend?
Faire’s data shows increased wholesale purchasing of Advent calendars, especially toys and squishies. The report does not identify the reasons behind retailers’ buying decisions or confirm what consumers are choosing.
How much did toy and squishy Advent calendar spending increase?
Faire reported a 9,876% year-over-year increase in wholesale spending for the category. The comparison is based on June 1–September 30, 2026, against June–December 2025, and the report does not give the dollar totals or starting baseline.
Did all Advent calendar categories grow?
No. Faire reported growth in several segments, including toys and squishies, Halloween, tea and coffee, snacks, and beauty. Spending on chocolate and candy calendars declined 23% in the reported comparison.
Do these figures represent all Advent calendar sales?
No. The figures concern wholesale activity on Faire’s platform. They do not represent a complete measure of wholesale or consumer sales across the wider retail market.
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