As the cold winds usher in the winter season, numerous large-scale holidays like Christmas, New Year’s and Hanukkah catalyze a period of familial warmth, celebration and gathering. However, over the years, these holidays’ comforting feelings of connectedness have begun to lose authenticity as an overwhelming wave of consumerism has become synonymous with the holiday season. Seen through intense Black Friday sales and excessive holiday shopping, one begins to question what the season has already started to signify: celebrating the spirit of the season or simply playing into consumer culture.
The digital age has completely revolutionized the space of advertisement, strengthening the prevalence of consumerism, the idea that a person’s well-being depends on obtaining material possessions, and the perceived notion that consuming more goods is a desirable goal, within our society. Through social media, access and exposure to various goods and services have skyrocketed, allowing users to purchase things instantaneously. This simplified access leads to impulse purchasing, which is directly tied to this idea of consumerism. With the modern holiday season, consumerism peaks as stores begin encouraging consumers to buy gifts, decorations, and experiences that promise to add to the season’s magic. The overwhelming notion that one must find the “perfect gift” has become intertwined with the idea that a gift’s value is reflected by its price tag. As a result, gifting during the holiday season has shifted from a place of love to obsession.
Today, many people are caught in a subconscious purchasing cycle, not out of necessity but out of social pressure. Witnessing others take part in the consumerism culture, as well as the constant influence of the unrealistic circumstances of social media, people don’t even realize that they have begun acting in line with the idea that to be a part of this joyous season, they must consume – whether it’s the latest tech gadget, designer goods, jewelry, etc. The temptation to purchase, especially during a time so filled with gift-giving, is often irresistible and results in the consumption of goods that aren’t necessary whatsoever. Impacts of this rising consumerism have had devastating effects that are on track to become even more profound. Environmental concerns have spread from this excessive societal overconsumption as we witness the footprint of our collective holiday shopping sprees. Moreover, with the pressure to keep up with societal consumption expectations, there has been increased stress, financial strain and internalized feelings of inadequacy when unable to keep pace.
At its core, the spirit of the holidays is to give and celebrate each other. Associating this idea of giving with monetary value and consumption follows an unhealthy, unauthentic and dangerous path. It is time to reflect and turn back to more meaningful traditions that evoke stronger, positive emotions of gratitude and connectedness through things like homemade gifts, charitable notions and the prioritization of quality time spent with family away from the retail frenzy. These are the gestures that capture the true essence of the holidays. In this day and age, the essence of the holidays is fading and to save it requires a conscious shift away from the materialism reinforced through every aspect of society. It is time to focus less on what we give through purchasing and more on what we give through presence, kindness and thoughtfulness.
