Customers brave the rain to queue for Liberty's £215 beauty advent calendar

Sabrina Carder
·E-Commerce Editor
Updated

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Today the highly-anticipated Liberty London beauty advent calendar went on sale online and in store.

Prior to the launch, tens of thousands of people registered their interest for the product online, which became the fastest selling product in the brand’s history in 2018.

Five minutes after the £215 calendar went online at midnight 15% of total stock had already been sold.

The calendar hasn’t sold out yet though, as due to to high demand the Liberty Team increased the quantity this year by over 46%. However, we’re sure the record-breaking item won’t be in stock for too much longer.

Consequently, hoards of loyal customers queued around the corner outside the store in London in the pouring rain from the early hours to make sure they got their hands on the item.

Customers queued around the corner in the rain to get their hands on Liberty's 2019 Beauty Advent Calendar. Photo: [Liberty London]
Customers queued around the corner in the rain to get their hands on Liberty's 2019 Beauty Advent Calendar. Photo: [Liberty London]
Eager customers queued in the rain from 6am to make sure they got this years advent calendar. [Photo: Liberty London]
Eager customers queued in the rain from 6am to make sure they got this years advent calendar. [Photo: Liberty London]
The Liberty London Advent Calendar is the fastest selling, and most successful product in the company’s 147 year history. [Photo: Liberty London]
The Liberty London Advent Calendar is the fastest selling, and most successful product in the company’s 147 year history. [Photo: Liberty London]
The Brass Funkeys performed surprise renditions of pop classics. [Photo: Liberty London]
The Brass Funkeys performed surprise renditions of pop classics. [Photo: Liberty London]
One of the first customers exists the store with the calendar. [Photo: Liberty London]
One of the first customers exists the store with the calendar. [Photo: Liberty London]

First in the queue was Jean, from London, who arrived at 6:15am in order to purchase the calendar for her granddaughter as a surprise.

Many others in queue were also there to pick up the calendar for a loved one, including Alex who was purchasing the calendar for his mum for the fifth year in a row, meanwhile Hannah was waiting to buy the calendar for herself and sister.

Shop the calendar:

The Liberty London 2019 beauty advent calendar | £215

Although the £215 price tag may seem steep, the 19 full-size products worth over £600 included in the calendar were deemed well worth the money to fans. One people ever purchased ten calendars in one transaction.

READ MORE: Liberty London beauty advent calendar 2019 out now: contents, price and how to shop

It wasn’t just Brits who lusted over the item: Americans were the second largest group of customer after the UK.

Queuing customers were offered an umbrella in Liberty’s signature prints to protect them from the rain. The brand also provided tea and coffee from the emporium’s Mini British Food Hall and spirits were kept high by a surprise performance from 7-piece brass brand, The Brass Funkeys.

Don’t have £215 to splash? There are numerous other more affordable beauty advent calendars up for grabs, including Jo Malone, Lush and The Body Shop.

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