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Faire says wholesale spending on toy and squishy Advent calendars rose 9,876% in its 2026 reporting period compared with the stated 2025 comparison period. Orders for Advent calendars overall were up 63% year over year on the platform, while chocolate and candy declined 23%; the figures reflect Faire activity, not the wider retail market.
Wholesale spending on toy and squishy Advent calendars rose 9,876% in Faire data for June 1 to Sept. 30, 2026, compared with June through December 2025, according to a report by The Toy Book. The figures suggest independent retailers using the wholesale platform are adding more non-candy options to holiday assortments, although they do not establish a trend across the entire retail market.
Faire said toys and squishies became the leading Advent calendar category among the categories it tracked on its platform. The Toy Book reported that the segment had barely registered in 2025 before its increase in the latest data. The reported 9,876% rise is in wholesale spending, not a measure of unit sales or consumer purchases.
Across Faire, Advent calendar wholesale orders were up 63% year over year. Retailers were also spending nearly four times as much to keep calendars stocked online and in stores, the report said. The source does not provide a separate dollar amount or further detail on how that spending measure was calculated.
Other categories with reported growth included Halloween, tea and coffee, snacks, and beauty. By comparison, spending on chocolate and candy calendars declined 23%. These figures point to varied performance among calendar types on Faire, rather than a uniform increase across all products.
Retailers Expand Calendar Assortments
The figures matter to retailers and suppliers preparing holiday inventory: they indicate that toy and squishy calendars are drawing more wholesale spending on Faire, while traditional chocolate and candy calendars moved in the opposite direction. Retailers may use such platform activity as one input when deciding which products to stock, but it cannot predict demand at every store or among shoppers as a whole.
The scale of the reported jump also needs context. A category that barely registered in the earlier period can show a very large percentage increase from a small base. Faire’s report does not give the category’s absolute spending, order count, or share of all Advent calendar sales, so the percentage alone cannot show how large the segment is in practical terms.
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How Faire Measured Calendar Demand
The Toy Book’s report attributes the figures to Faire platform data, a measure of wholesale activity among businesses using the marketplace. The comparison uses data from June 1-Sept. 30, 2026, against June-December 2025. Those periods are not equal in length, and the source does not explain whether the figures were adjusted to account for the difference.
The report describes the result as a shift in the kinds of Advent calendars retailers are ordering, with toys and squishies ahead of other tracked categories in Faire’s 2026 data. It does not provide market-wide sales figures, a list of individual products, or information about the retailers contributing to the data. The reported trend should therefore be read as a platform-specific snapshot of wholesale activity.
““Toys and squishies” were the “breakout Advent calendar category for 2026.””
— The Toy Book, reporting Faire data
Limits of the Platform Figures
The report does not specify the absolute dollar value or number of toy and squishy calendar orders behind the 9,876% increase. Without that baseline, readers cannot tell how much of the change reflects growth from a very small starting point. The source also does not provide a full methodology for the spending and order measures.
It remains unclear whether the pattern extends beyond Faire to other wholesalers, retailers, or consumer purchases. The comparison periods differ in length, and the report does not say how that affects the year-over-year calculation. No forecast, retailer survey, or shopper data was included to show whether the trend will continue through the holiday season.
Holiday Stocking Trends Ahead
The data offers a snapshot from the June-to-September stocking period, before the main Advent calendar season. Faire’s reported order and spending figures may provide one indication of what participating retailers are preparing to sell, but the source gives no specific next release date or additional data milestone.
Further evidence would be needed to establish whether toy and squishy calendars gain a larger share of the broader market, including later-season sales data and comparable figures from other channels. Until then, the confirmed development is limited to Faire’s reported wholesale activity and the categories moving in opposite directions on its platform.
Key Questions
What changed in Faire’s Advent calendar data?
Toys and squishies became the leading Advent calendar category among those Faire tracked, with wholesale spending up 9,876% in the reported comparison.
What dates does the comparison cover?
The 2026 data covers June 1 through Sept. 30, 2026, and is compared with June through December 2025, according to The Toy Book’s report.
Did all Advent calendar categories grow?
No. Faire reported overall Advent calendar orders up 63%, but spending on chocolate and candy calendars declined 23%. Other growing segments included Halloween, tea and coffee, snacks, and beauty.
Does the 9,876% increase represent the whole retail market?
No. It refers to wholesale spending recorded on Faire. The report does not establish that the same trend applies across other platforms, retailers, or consumer sales.
Source: rss
