Liberty's Beauty Advent Calendar becomes its fastest selling product ever

Liberty’s Beauty Advent Calendar has become the fastest selling product ever sold by the 147-year-old department store.

The luxury department store's beauty advent calendar has been in great demand as thousands of shoppers stayed up until the early hours on Wednesday to purchase the 2020 edition.

The calendar, which retails for £215, contains nearly £800 worth of luxury beauty, skincare and wellness products from leading beauty brands including Diptyque, Venn, Aveda, Nars and Ren, many of which are full-size products.

Liberty increased its quantity of calendars by 20% this year due to an increasing demand and also made the calendar available for international shipping.

Before launching on the 7 October, “tens of thousands” registered their interest online, with online searches for the calendar starting from January 2020.

The luxury department store sold 15% of stock before 9am on Wednesday and US shoppers emerged as the second biggest customer after UK consumers.

Buying director at Liberty, Sarah Coonan said: “When we created the Beauty Advent Calendar in 2014 we had no idea it would be a global phenomenon.”

“It takes us a whole year to put together and we’ve worked harder than ever to curate some of our very favourite products. With over six new brands and a killer line-up, this year’s calendar is our highest value yet. Roll on December 1st!”

The last few years has seen a surge in luxury advent calendars with many premium and high end retailers such as Fortnum and Mason tapping into this market.

Beauty calendars have also become readily available, with many beauty retailers, department stores and large British beauty brands joining the trend.