Christmas – a global marketing feast!


If there is one holiday in the world that has a sweeping impact on everybody, it has to be Christmas. What unifying theme inherent to Christmas makes it one of, if not THE most awaited time of the year? This seems to be true regardless of race, social background, creed, or religion.

Is it the extravagent meals, the parties, or the family gatherings that make this holiday so special? Dare I say it just might be the outrageously priced presents and the spirit of giving and receiving that has created such a global buzz – in other words commercialism! Very, very clever marketing tactics. In fact, quite brilliant – just about everyone buys into it!

Whatever it is, no one can deny that Christmas is the most expensive holiday there is, and many are saying (quite rightly in my opinion) the true spirit of the season has been missing since retailers started to realize the money making opportunities Christmas can offer.

Food for thought – many have been complaining about how Christmas mutated into a crass, and wantonly commercialized yearly event way back in the late 1800’s. While it is untrue that the Victorians came up with this holiday, they are credited for having “invigorated” it. From what used to be a solemn family occasion, manufacturers, shop owners, and industrialists cottoned on to the fact that Christmas had the potential to be turned into a profit maker.

In the quest to drive profits higher, entrepreneurs found innovative ways to get the cash registers ringing well into the 21st century. Today we see Christmas decorations and hear holiday carols playing in the background since November, or in some cases even earlier – drives me nuts!

Let’s dive a little deeper into how it all started. Perhaps by doing so, we can understand how it’s got to this ridiculous point. At the turn of the 19th century, when shop windows start displaying hand-painted Christmas cards, it signaled the start of the holiday season. A great way to remind people to buy the Christmas cards for friends and family!

Christmas comes early in Selfridges’ Oxford Street store. Photograph Anthony DevlinPA
Christmas display at Selfridges, London. Photograph Anthony DevlinPA

Then there were the department stores who created a whole new Christmas tradition – obsessive and excessive shopping. Case in point, JP Robert of Stratford was the first to incorporate a Santa for the children to visit. It was the perfect marketing ploy! A mother would bring her child to the shop knowing it would be fun and exciting to the child. Similarly, Gordon Selfridge coined the phrase “only X shopping days left to Christmas,” and made sure his department store – Selfridge’s – was at its most glamorous to tempt shoppers to come to spend their money.

Even during the outbreak of World War II, although austerity measures dampened Christmas buying, it never came to a grinding halt. By the time rationing ended the British actually encouraged everyone to go on spending sprees.

It doesn’t take a historian or an economist to figure out that Christmas has been well and truly commercialized for a very long while. It is far worse today, with easy access to credit cards, online shopping, Boxing Day sales and so much more, all designed to part us from our money.

In my book, the true gifts at Christmas are the presence of loved ones, not the presents. Sure, gifts are nice, but they are not the be all and end all – unless you’re a small child and even then, they do not need to be madly expensive!Christmas 1

My most favourite memories are of the build up to Christmas Day. The tree used to be a live one that went up in time for my birthday (Dec 23rd), Mum would always make me a chocolate cake and that was the start of Christmas for us.

This year, for the first time in a very long time, I’ll have all my family here with me for Christmas, all us siblings, Mum, Dad, nieces and nephew.  There won’t be massively expensive presents, but there will be a whole lot of love and that’s what the true spirit of Christmas is to me.

Michelle

PS – I might just get a chocolate cake again as Mum will be here for my birthday 🙂

 

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