Holiday consumerism leads to increased waste, financial strain, and a shift in focus from core values to material possessions. Some people will argue that it has also indirectly contributed to holiday traditions. The commercialization of the holidays makes it hard to distinguish between celebration and consumption. This causes a need to take the time to re-distinguish the difference between what holidays are really about.
The rise of holiday consumerism
Throughout the years there has been a big rise in the commercialization of holidays that has transformed these holidays from opportunities for pausing commercial activities into more of a way for these national companies can generate revenue. Holidays were once community-focused, now they revolve around shopping and gift-giving, heavily influenced by advertising and marketing strategies. This is largely because of Americanization, which involves the manipulation of preferences, and a comfortable, carefree lifestyle. The mass consumption of holidays has caused many cultural transformations worldwide, alongside commercial products, creating a global marketplace for goods and experiences. The want of the newest phone, shoes, and name-brand items has overshadowed the cultural significance of many holidays, not bringing much light to the holiday’s original purpose.
Negative impacts of consumerism
Excessive consumption during holidays leads to increased household waste. The Center for Biological Diversity claims that In the United States, household waste increases by 23% in December compared to any other month. The study also claims that the period between Thanksgiving and New Year’s Day sees a 25% increase in waste generation, causing an extra 1 million tons of waste per week. This over consumption contributes to environmental harm and climate change. The environmental costs are made so much worse by the production, transportation, and disposal of goods, placing pressure on natural resources.
Emotional and financial stress
Holiday consumption contributes to emotional and financial stress. It has been proven by the National Alliance on Mental Illness, that holiday times cause a significant increase in anxiety, some estimating an upward of 25%. Many people express fears of seeming ungrateful if they do not spend enough on gifts, creating emotional pressure. This pressure often leads to an underlying expectation that some people feel they can’t reach, with a LendingTree survey indicating that over 36% of Americans went into debt during the Christmas season. This causes an emotional toll and financial strain of overspending and can cause a huge loss of joy and relaxation that the holidays are meant to provide to people. This cycle of stress and debt creates a culture of people that are undermining the number 1 purpose of holidays… Connection.
The role of advertising and marketing
Advertising and marketing is a significant role in why holiday consumerism is the way it is. Marketing campaigns will cause people to have a high expectation of what they should get, also encouraging overspending on gifts during the holiday season. Social media amplifies these efforts through comparisons and normalizing over consumption/overspending, this solidifies the idea that the expectation of material gift-giving is something you need to maintain a relationship. The constant exposure to advertisements and social media posts showing expensive items can intensify feelings of not meeting that over-achieving bar, pushing people towards excessive consumption. However, some argue that holiday advertising can bring people together.
Alternative perspectives on holiday consumerism
There is so much criticism, some people will argue that consumerism has contributed to many holiday themes and traditions. An example of this is how the modern Santa Claus was commissioned by Coca-Cola as part of an advertising campaign in 1931. Not to mention how popular holiday films such as The Grinch and The Night Before Christmas are just products of large-budget film studios capitalizing on the Christmas season. Even with the negatives of consumerism, it can make some items/gifts more accessible through holiday deals and releases. These benefits highlight the difference between commerce and culture during the holiday season.
Strategies to reduce consumerism
There are many ways to counter the negative impacts of holiday consumerism, but it is important to understand public perceptions and motivations are what’s behind uncultured celebrations. What campaigns can do is create an alternative gift item and try to challenge people’s influences on gift-giving behaviors. Consumers may be able to buy reusable wrapping options or purchase services instead of wasteful items. People can also start making better choices, such as buying locally and reducing meat consumption, which will also lessen some environmental impacts holidays have on us. Embracing minimalist approaches/gifts, prioritizing experiences and fun times over materials. This Promotes a more meaningful and sustainable holiday season.