The news: Shapewear brand Skims pulled its $148 limited-edition holiday advent calendar after customers complained that its contents weren’t worth the hefty price tag, per Bloomberg.

The controversy: Shoppers took to social media to document their frustrations with the calendar, with many comparing the items found inside—which included hair pins, bra straps, and keychains—to products found at dollar stores or between their couch cushions.

Following the outcry, Skims offered customers a full refund if they returned the product or store credit if they chose to keep the item.

Implications for the holiday season: The backlash to Skims’ advent calendar shows that value is set to be a flashpoint this holiday season, as consumers squeezed by high gas and grocery costs grow more price-sensitive and quicker to abandon brands they see as overpriced.

• Roughly 2 in 5 shoppers plan to adopt at least five money-saving behaviors this holiday season, according to Deloitte’s holiday report.
• Around 3 in 10 US adults have reported switching to a different brand after their previous choice declined in quality or value, according to a July survey from EMARKETER and DoorDash.

Brands should keep in mind that value is not always tied to price: The top factor influencing shoppers to make holiday purchases is free shipping, not larger discounts, according to Cordial’s 2026 holiday report, although the latter can certainly act as an incentive.

Brands that have the most holistic approach to value—which can include free and fast shipping, easy returns, and loyalty perks—can win over price-sensitive shoppers without slashing margins on discounts. Those that ask consumers to pay more for less, like Skims did, risk turning a seasonal promotion into a lasting hit to trust.