As the holiday season approaches, the atmosphere shifts. Festive music fills the air, stores roll out dazzling displays, and marketing campaigns flood social media and TV screens. It’s a time that promises joy, togetherness, and goodwill—yet it’s also marked by relentless consumerism, urging people to spend more in pursuit of the “perfect” holiday experience.
For many, this period of the year brings a familiar cycle: hunting for deals, navigating crowded malls, and striving to fulfill wish lists. Retailers play a significant role in shaping these behaviors, offering massive sales events like Black Friday and Cyber Monday to stoke the excitement. In 2023, holiday retail sales in the U.S. topped $1 trillion, according to the National Retail Federation. While these numbers highlight the season’s commercial significance, they also raise questions about how much the emphasis on spending detracts from the season’s deeper values.
The rise of holiday consumerism didn’t happen overnight. Historian Elizabeth Pleck notes that the commercialization of Christmas began in the 19th century, as mass production and advertising tied gift-giving to seasonal celebration. Today, the pressure to purchase has only intensified, with digital marketing and social media amplifying messages that equate spending with happiness and success.
Critics argue that this focus on materialism often overshadows the holiday’s original spirit. “We’re encouraged to measure the season by the quantity and quality of what we buy, rather than the connections we foster,” says cultural commentator Dana Jennings. This mindset not only leads to financial strain for some households but also contributes to waste and environmental harm. According to Zero Waste Europe, holiday packaging alone accounts for a significant increase in landfill waste every December.
For individuals looking to push back against this tide of consumerism, there are alternatives. Emphasizing experiences over material gifts can provide meaningful ways to celebrate without excessive spending. One can also choose to donate to their favorite charities through initiatives like Giving Tuesday.
At its core, the holiday season is meant to bring people together. While gift-giving can be a meaningful way to show appreciation, it deviates from more personal expressions of gratitude. As the year winds down, perhaps the best gift we can give ourselves is permission to focus less on shopping and more on the moments that make the season truly special.