Written By: Isaac Julian, Editor
CONSUMERISM: The holidays we hold dear are rooted deep in capitalism, tricking us into spending more and more.
Coming up on the holiday season, many are brainstorming what they plan on buying for their loved ones. It has been this way for years, and we often find joy in this act of gift-giving every year, but every single holiday seems to ultimately cause people to have to break the bank. Holidays, once defined by cultural traditions, are now deeply tied to consumerism. Whether it’s going on massive shopping sprees, buying pre-made decorations, or any other celebratory practice, the commercial aspect of holidays has become as important as the traditions themselves.
Our Western culture didn’t always have this fixation on spending money during holidays. Historically, holidays such as Christmas, Halloween, or Easter have begun with deep religious or cultural roots. As America industrialized, large businesses began to make their mark on how these holidays are celebrated. Christmas, for example, started in the early 19th century as a more family-oriented holiday, which was far less elaborate than it is now. As mass production and marketing changed how we interact with the world, it simultaneously changed how we celebrate Christmas. Today, the holiday shopping season accounts for almost 20% of annual retail sales in this country, with the average household holiday spending being an average of $902.
Despite having humble beginnings, many modern holiday practices only exist because of marketing campaigns. For instance, Santa Claus being depicted as a fat, jolly man in a red suit was popularized by Coca-Cola advertisements in the 1930s. Without that, this iconic symbol of the holiday would have never existed. Similarly, Black Friday was thought up by retailers to get the holiday shopping season going early right after Thanksgiving. One of the only holidays without consumerist ties had the most blatant cash-grab activity tacked onto it so that the wealthy capitalists can benefit off people’s materialistic desires. Even secular holidays like Halloween and Valentines Day have been transformed by capitalism. The mass production of costumes and chocolate turned what used to be creating your costume into purchasing whatever will get the most attention.
Now, it would be unfair to completely criticize capitalism, as it has worked successfully for America for decades and counting. But the promotion of spending on holidays we celebrate on a national level can highlight the wealth inequality that exists nationwide, and even perpetuate it. Christmas especially has a focus on love, gratitude, or success that is expected to be demonstrated through material goods. This places an unrealistic expectation on families with low incomes, and the pressure to spend can create financial stress. We must also think about the environment when it comes to this rampant consumerism. With many turning to large companies like Amazon to buy their holiday goods, massive amounts of plastic waste and other disposable items will inevitably end up in landfills. The push for low-quality, affordable products quite often depends on unethical labor practices. Is exploiting outsourced workers worth it for a cheap holiday gift?
Despite the toll capitalism has taken on modern holidays, they don’t have to be defined by spending. Recently many people have focused more on meaningful, personalized gifts that don’t rely on purchasing something new. The rise of handmade gifts, local shopping, and buying second-hand is indicative that many are eager to break away from this standard of spending. The decline of these supposed “Black Friday Deals” has only furthered this trend, with many realizing that big companies hardly have their customers in mind when it comes to their business.
As the next holiday season approaches, we must ask ourselves what we truly value. By recognizing the influence of capitalism, people can change the way they celebrate while still capturing the essence of the holidays. By no means will this switch be easy to accomplish, but it will certainly be easy on your conscience and your wallet.