Celebration or Consumerism: What are the Holidays Really About?

“To give or not to give? What are the holidays really about and who are they really meant for?”

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When I was younger, I loved the holiday season. The atmosphere, the food, the music, the decorations, the reunion of friends and family. But, if I’m being honest, part of it came from knowing I would receive many gifts. 

This was not an exclusive personal feeling. I still remember the expectations of my cousins and friends about the gifts we would receive. Would we get toys, clothes, a cell phone, or that cool doll we kept seeing in TV ads? The fun was not only based on getting the gifts, it was also about expecting them.

As I grew older—and received fewer gifts—other aspects of the holidays began to seem more interesting to me than getting presents. It became more about the break from studies, seeing my loved ones, and tasting the excellent holiday food. But the culture of gift-giving has not backed down.

More than a gesture, gift-giving has become a culture. It is present in all kinds of relationships: romantic, platonic, and even professional, as well as in all sorts of occasions, including holidays.

It is tough to pinpoint precisely when the practice of giving gifts started, but it goes way back in human history. 

Anthropologists found that our closest relatives, chimpanzees, give gifts to attract female partners. Scientists say that beyond that, their practice of gift-giving has to do with strengthening relationships and trust.

Meanwhile, it is also known that this practice existed in ancient Egypt. Gifts were given in the form of offerings to the Gods, and on occasions like the Pharaohs' coronations and birthdays.

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I spoke to Dr. Cindy Chan, a Marketing Assistant Professor at the Department of Management at the University of Toronto Scarborough Campus, who researches consumer behaviour. According to her, gift-giving is part of our natural human behaviour and related to our relationships.

“People give gifts to communicate to someone else that we value and appreciate them in a relationship… to please other people, to make them happy, to strengthen that relationship,” she said.

Psychologists also view this practice as a way of creating and maintaining relationships and showing devotion, as well as an attempt to receive something back and to help someone. 

Giving someone a gift is sending a message, ‘hey, I thought about you and I appreciate you and our relationship.’ At the same time, receiving a gift tells us that that person cares about us.

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According to historian ​​Stephen Nissenbaum, the tradition of gift-giving on Christmas began as a strategy to alleviate poverty in the 19th century. During a short period in December, the poor could ask the wealthy for food and drinks and would celebrate in the streets. With time (and the worry that these celebrations could incite protests), the tradition moved into people’s homes.

Although gift-giving on certain occasions has been embedded in our society for centuries, when December approaches and I see hundreds of ads for Christmas gifts and malls overwhelmingly full, I ask myself if gift-giving is really a tradition or if it has become a business play for increased profits.

Data shows that the months leading to Christmas are the busiest and most profitable of the year, representing around 25 percent of the annual profit. 

“Clearly, marketers seize upon [the] holidays,” Dr. Chan said. According to her, marketers can influence consumer behaviour, for example, by establishing what kinds of gifts are expected and given on certain holidays. However, this comes more like a response to consumer demand.

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When researching marketing relationships with the holidays, I found several guides on holiday marketing and how to successfully increase your revenue and, at the same time, provide good deals for consumers. These tips involved choosing special offers, using the nostalgic atmosphere of Christmas, offering gift suggestions, and more.

As suggested by Dr. Chan, these techniques are more tied to taking advantage of a consumer tradition that already exists rather than creating a consuming practice. 

Although we have the tradition of giving gifts on holidays, I often hear that these occasions are all about love, joy, family reunion, and altruism, among other things. But looking into the whole culture of gift-giving around holidays, is it fair to ask ourselves if society has shifted the initial noble purpose of holidays into a consumerist one?

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While in our inherent nature and psychology, gift-giving can show love and appreciation, some criticize the practice of consuming more during the holiday season, considering the environmental impacts of consumerism, as well as the pressure of giving gifts and financial issues after spending during these seasons. 

Dr. Chan said that although some people get frustrated with the amount of consumption during the holiday season, the gifts are not embedded in the holidays. Each person or family decides their own traditions in relation to gift-giving. “I think it’s making sure that we’re not doing it just for the sake of buying,” she said. 

“Gifts symbolize human appreciation and the strengthening of relationships.”