Celebrations, the beloved confectionery brand from Nestlé, has shaken up tradition by releasing a limited-edition advent calendar without numbers on its doors. This unprecedented move follows a viral moment on TikTok, where shopper and content creator Elena Castellana shared her find of a rare “numberless” Celebrations calendar, allowing fans to open any door in any order.
The unconventional design sparked excitement across social media platforms. One Reddit user expressed, “It’s not a want… it’s a NEED!” while another described the no-rules approach as “the best thing to happen to Christmas since Quality Street tubs got bigger.”
Responding to this enthusiastic fan reaction, Celebrations officially announced the launch of a special batch of these Numberless Advent Calendars. A brand spokesperson said, “The response has been phenomenal. We’ve seen countless fans express their delight and jokingly demand their own, showing that a little festive spontaneity is exactly what everyone needs this Christmas.”
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This joyful news contrasts with the less sweet reality for many UK households facing shrinkflation in their favourite Christmas tubs. Andrew Moriarty, cocoa expert at Expana, explained that while raw material prices like cocoa butter have decreased by nearly 45% in sterling terms over the past year, they remain significantly higher than in years before 2024. Retailers have reported ongoing cost pressures with multiple price increases in 2025 due to ingredient and supply chain challenges.
Mars’s Celebrations tubs, for example, have reduced in weight from 550g in 2024 to 500g this year, highlighting the squeeze on product sizes. A spokesperson from Mondelēz International emphasized that resizing products is always a “last resort,” but soaring costs for ingredients such as cocoa and dairy, along with energy and transport expenses, have made it necessary. “Our products continue to be much more expensive to make,” they added.
In a season where tradition meets innovation, Celebrations’ numberless advent calendar offers fans a fresh way to enjoy their festive chocolates, proving that sometimes, breaking the rules can bring the most joy.