How an advent calendar campaign works
An online advent calendar has four doors — one for each Sunday in Advent. When a door opens, people find a game, an offer or a prize draw behind it. The doors that haven't opened yet stay closed, so people can see what's coming and know when to return.
The first time people visit, they fill in a short form and accept your newsletter. Then they come back each Sunday to open the next door. Turn on auto-submit, and returning players don't need to fill in the form again.
You can put the same game behind every door — a spin the wheel or a scratch card works well — or pick a new game each week. Whiteaway used a wheel of fortune behind each door, with one prize each week.
When to use an advent calendar
An advent calendar is a good choice when you want a Christmas campaign but don't have the time or budget for 24 days of content. Four doors are easier to plan, easier to promote and still give you a month of attention. Use it when you want to:
- Collect new subscribers in the weeks before Christmas.
- Stay top of mind with one strong touchpoint each week.
- Push sales with a weekly offer or discount code.
- Reward loyal customers with a weekly gift.
It works for webshops, retail chains, food and drink brands, travel, B2B companies and charities alike. If you want people to visit every day instead, the Christmas calendar has 24 doors. If you want your own dates outside Christmas, try the campaign calendar.
4 ideas for your advent calendar
- The Sunday surprise: a new prize behind each door, revealed with a spin the wheel.
- Four big prizes: one bigger prize per week, drawn among everyone who played that week.
- The weekly deal: a discount code on a new product category every Sunday.
- The growing prize draw: each week people play, they get one more entry in a final draw in week four.
Read our tips for a successful advent calendar for even more ideas.
Tips for an advent calendar that converts
Tip #1: Decide on one main goal
Your calendar can do many things, but one main goal keeps it simple for players and for you.
- More sign-ups: ask for an email and newsletter permission on the first visit.
- More sales: give out discount codes that can be used in your webshop.
- Better data: ask one extra question each week about what people like.
Tip #2: Get sign-ups before the first Sunday
The first door is often the busiest. Build a list before it opens.
- Put up a pre-registration page with a countdown a few weeks before.
- Ask people to sign up so they hear when the first door opens.
Tip #3: Make every Sunday an event
Four doors means four chances to get attention. Use each one.
- Send a newsletter every Sunday morning with a link to the new door.
- Show the calendar as a pop-up on your website.
- Post the new door on social media.
Tip #4: Choose prizes people want
The prize doesn't have to be big, but it should feel worth coming back for.
- Free products are popular and easy to understand.
- Discount codes for your own shop bring people back to buy.
- Set up prizes and winners once in prizes.
Tip #5: Look at the numbers as you go
See how many people play each week, how many sign up and where they come from. If one channel works better than another, put more effort there before the next Sunday.
Tip #6: Plan what happens after Christmas
The last door opens before Christmas, but the work isn't over. Your new subscribers have just shown that they like your brand, so give them a reason to stay.
- Send a warm welcome email with a small thank-you.
- Use what people told you to send offers that fit them.
- Send the sign-ups straight to your email tool with our integrations.
Want to see it in action? Read how Whiteaway won new subscribers with an advent calendar — 82% were still subscribed six months later.
