Last Updated on October 26, 2022
In 2017, Aldi in the United Kingdom tested a wine Advent calendar as part of its holiday Specialbuys (what Aldi US now calls Aldi Finds). The Advent calendars were an overnight sensation, vanishing off the shelves. Aldi knew it had found something.
The following year, in 2018, the German grocer not only brought the wine Advent calendar back to UK stores, but they also decided to bring it across the pond to the States. It was a rough day for Aldi: the calendars vanished off American shelves in mere minutes, with some of those calendars surfacing online for several times the cost.
In 2019, though, Aldi retooled the process, introducing a ticket system to help manage the demand. It worked, and since then the supermarket has run a much smoother operation with its annual Advent calendar rollout. It has remained both enormously popular and also well-run. It’s so popular, in fact, that Aldi decided to invent a bit of festivity to mark the occasion:
National Advent Calendar Day.
Aldi first introduced National Advent Calendar Day in 2020, marking it on the the first Wednesday in November. That’s the day that all of the Advent calendars — from chocolates to cheese to beer — hit shelves, although we’ve sometimes spotted some of the less-in-demand calendars the day before. With the most popular items, especially the wine Advent calendar, Aldi usually gives strict instructions to stores not to set them out until the big day.
In 2022, for example, Aldi’s National Advent Calendar Day falls on Wednesday, November 2nd.
This day has become something like Black Friday for Aldi, drawing in large amounts of foot traffic while also kicking off the grocer’s holiday shopping season. Lines typically form outside stores before opening, and while the grocer stocks a lot more than it used to, the wine still tends to go fast.
So whether you’re there for the wine Advent calendar or any of the other Advent offerings — and Aldi carries all kinds of options — mark your calendars for the first Wednesday in November. That’s when the magic formally hits shelves.