December is the busiest month for most online stores, but most visitors come once and leave. An advent calendar changes that: every day a new door opens, with a coupon, a product or a small surprise. Visitors get a reason to come back, and you get 24 chances to sell instead of one.
What makes a good advent calendar
- Doors that open on their day, at midnight in your time zone, not before.
- No spoilers: tomorrow’s surprise must not be visible in the page source.
- Codes locked to their day: a coupon shared on a forum should not work before its door opens.
- A clear today: today’s door must stand out, and opened doors stay open.
- Mobile first: most December visits come from phones.
24 door ideas
| Type | Examples | How many |
|---|---|---|
| Coupon codes | 10% off, 5 € off, 24% on Christmas Eve | 6 to 8 |
| Product highlights | Bestseller, gift for him, gift for her, last pieces | 6 to 8 |
| Services | Free gift wrapping, gift cards, click and collect | 3 to 4 |
| Useful info | Last delivery date, opening hours, gift guide | 3 to 4 |
| Thank you | A message, a behind-the-scenes photo | 1 to 2 |
Keep the biggest discounts for a few doors only: if every door is a big coupon, customers wait instead of buying.
Coupons that cannot leak
Create each code in Marketing › Coupons, with an end date if you want. Then make sure the code is refused before its day. Advently does this automatically: a code typed in door 13 is refused at checkout until 13 December, and you can make it valid only on that day.
Where to place the calendar
- A dedicated page, linked from your menu and your announcement bar.
- Your home page, at the top, during December.
- Your Christmas emails: “Door 8 is open”.
Prepare it in November
Fill the 24 doors in one sitting, then preview the calendar as it will look on any day. A teaser before 1 December (“Our calendar opens on 1 December”) helps collect emails and builds anticipation.
Try it
Open the live demo: doors with a ribbon are open, the others tell you their day. See also our Christmas checklist.
Frequently asked questions
When should an advent calendar start?
Usually on 1 December with 24 doors, but you can choose any start date and number of doors.
Can visitors see tomorrow’s door in advance?
Not with Advently: a door’s content is sent by the server only once its day has come.
Can I use an advent calendar without WooCommerce?
Yes for messages and links; WooCommerce is needed for coupons and products.