SKIMS offers refunds after $148 advent calendar of hair ties and keychains triggers viral backlash

Key points

• SKIMS issued full refunds or store credit to all customers who purchased its $148 Accessories Advent Calendar following intense online criticism.
• The 12-day calendar included items such as hair ties, bobby pins, keychains, and a squishy, which many consumers deemed low-value for the price.
• Viral unboxing videos on TikTok and other platforms, some garnering tens of millions of views, fueled the backlash, with users labeling the product a 'scam.'
• SKIMS acknowledged the feedback in a statement, stating it has personally contacted every buyer and that the controversy will shape future product releases.
• The advent calendar is currently sold out and has been removed from the SKIMS website, with the product page no longer active.

Background

This incident follows a broader trend of brands launching high-priced advent calendars, including luxury designers and beauty retailers, which have faced criticism for perceived poor value. SKIMS had previously faced similar backlash for its 2024 advent calendar, and the current controversy highlights ongoing consumer scrutiny of holiday pricing and product quality.

How outlets are covering it

CBS News and TODAY.com emphasize the viral nature of the backlash, citing TikTok unboxing videos that garnered tens of millions of views and highlighted consumer frustration with the low-value contents. National News Desk and Cosmopolitan focus on SKIMS’s response, detailing the company’s offer of refunds or store credit and its acknowledgment that the product failed to meet expectations. While all sources agree on the core facts, some outlets, like Cosmopolitan, note that a few social media users defended SKIMS by pointing out that the product description was transparent about the contents, though this view was a minority.

Why it matters

The controversy underscores the risks brands face when leveraging social media trends like unboxing videos for high-priced products. It highlights the importance of aligning product value with pricing and the potential for rapid, viral backlash to impact brand reputation and sales. SKIMS’s response also serves as a case study in customer service and crisis management in the age of social media.

What to watch

SKIMS has stated that the feedback will directly shape how it approaches future releases, suggesting potential changes in product curation or pricing for upcoming holiday items. The company has also removed the advent calendar from its website, indicating a shift in strategy to avoid further controversy. Consumers may continue to scrutinize high-priced holiday products from other brands, potentially influencing broader market trends.