The apparel company SKIMS, founded by Kim Kardashian, announced it will offer refunds or store credit to customers who purchased the brand's holiday Advent calendar. The decision followed a series of viral social media videos in which purchasers expressed dissatisfaction with the contents of the $148 gift set.
The product was marketed on the SKIMS website as a holiday gift box containing "twelve days of fun surprises" and "everyday favorites." The calendar, which is currently sold out with a waitlist for future orders, includes items such as four keychains, hair bands, bobby pins, and a "squishy" toy.
On the social media platform TikTok, several content creators documented their "unboxing" of the set, with some characterizing the items as low-value. One creator compared the contents to items found at a discount retailer, while another described the product as the "worst Advent calendar to ever exist." In response to the feedback, the company stated it would provide either a refund or store credit.
Retail expert Trae Bodge noted that many brands, ranging from toy companies to luxury designers like Christian Louboutin, are now selling high-priced Advent calendars. While Bodge stated these products can provide a unique experience for consumers, she advised against purchasing sets where the value does not match the price. She noted that Sephora faced similar criticism two years ago for an Advent calendar that customers found disappointing.
The incident highlights the influence of social media "unboxing" culture on retail strategy and brand reputation. Because creators often open these products in front of followers, a product perceived as low-value can lead to public pressure on a company. Bodge indicated that brands must now consider how their physical products will be critiqued on platforms like TikTok when designing high-priced seasonal items.
The situation shows how influencer brands handle customer dissatisfaction during the holiday shopping season. By offering refunds, SKIMS is attempting to mitigate negative feedback from its digital audience. Consumers seeking a refund or store credit should monitor the SKIMS website for instructions on how to initiate the process.