How the Holidays Became a Celebration of Consumerism

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The holidays have always evolved, but one thing has become unmistakable over the last century: consumerism now plays a starring role. Once focused on traditions, nature, or religious observance, the holiday season has transformed into one of the most commercially-driven times of the year.

Today, holiday spending is a juggernaut, with seasonal expenditures in the United States expected to average $902 per person in 2024. But how did we get here?

Let’s take a closer look at the evolution of the holiday season and what it means for the future.

Holidays Before Consumerism ??

Believe it or not, the holiday season wasn’t always about gift-giving or shopping. In fact, December traditions were often tied to nature or religious practice, with little focus on material goods.

• Christmas was once aligned with the winter solstice and celebrated more like a carnival than the family-centric holiday we know today.
• Hanukkah was considered a “minor holiday” by much of the Jewish community, lacking the fanfare of more significant observances like Passover.
• Kwanzaa, focused on African heritage and community, wasn’t created until 1966, making it a relatively new addition to December traditions.

The focus on buying and giving gifts came much later, reshaping the way we view and celebrate the season.

The Rise of Gift-Giving Traditions ??

Three pivotal changes in the 19th century revolutionized the holidays:

1. The Industrial Revolution: This era of economic and technological growth made consumer goods more accessible than ever before. For the first time, the average person could afford non-essential items, paving the way for the rise of consumer culture.
2. Washington Irving and Charles Dickens: These literary giants reimagined holiday celebrations. Dickens’s A Christmas Carol and Irving’s short stories portrayed family-oriented, gift-focused celebrations that captured the public’s imagination.

By the end of the 1800s, the concept of giving gifts to loved ones became central to both Christmas and Hanukkah.

Santa Claus and the Birth of Holiday Marketing ??

The modern version of Santa Claus as a jolly, consumer-friendly figure didn’t fully materialize until the 1930s, when Coca-Cola launched a now-iconic advertising campaign. Santa quickly became a powerful symbol of holiday marketing, used by brands to drive sales and create emotional connections with customers.

Today, Santa Claus is synonymous with commercialism, appearing in ads for everything from toys to luxury cars. For many, the non-commercial aspects of the season have been overshadowed by the pressure to buy and consume.

Where Do We Go From Here? ??

While the holiday season remains a profitable time for businesses, its increasing focus on materialism comes at a cost.

• 90% of people say they wish the holidays were less materialistic.
• Brands waste over $600 million annually on ineffective digital ads during the holidays, due to oversaturation and fierce competition.

So, what’s the alternative? It’s time to rethink how we approach holiday marketing and engagement. By focusing on authenticity and offering value that resonates with people’s desire for meaning over materialism, brands and creators alike can tap into a deeper connection with their audiences.

Rethinking the Holidays ??

The holidays don’t have to be a race to outspend and overconsume. Whether you’re an author, creator, or business owner, there’s power in offering honest, thoughtful alternatives to the noise of consumerism.

This season, consider how you can connect with your audience in a way that aligns with their values—and yours. Celebrate the holidays not as a time to sell, but as a time to share, reflect, and engage meaningfully.

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