Kardashian’s Skims offers refunds after $148 advent calendar backlash
Refunds offered to customers
Skims is offering customers who purchased its advent calendar either a full refund or credit toward other products. A company spokesperson said Skims had contacted every customer. The calendar cost $148, or £110. The spokesperson said some buyers felt it had not met their expectations.
Social media criticism spreads
The calendar’s contents drew negative comparisons on TikTok. One account, spicychathouse, likened the items to things its cat gathers around the house. Another TikTok account described the contents as items Kim Kardashian might have been clearing from her bedside table.
Price and perceived value
Kate Vlietstra, Mintel’s senior director of food and drink, said the backlash was notable. She said customers may respond negatively when they feel an advent calendar does not offer the value they expected.
Vlietstra said Ipsos research indicates people are willing to pay somewhat more for an advent calendar, provided its contents support the price. She added that claims of more than £1,000 worth of products can reassure buyers, particularly when the calendar is a gift.
Skims’ background
Skims, a shapewear and clothing business, was co-founded by Kardashian in 2019. Forbes magazine has described the reality TV star as a billionaire.
Key points
- Skims is offering advent calendar buyers a full refund or credit toward other products.
- The calendar was priced at $148 (£110) and faced criticism on social media.
- Kate Vlietstra said shoppers expect the contents to justify a higher price.
- Skims was co-founded by Kardashian in 2019.