BUY ONE, GET ONE [FREE OR % OFF] THIS HOLIDAY SEASON

We all know it. Stores and retailers putting Christmas and other holiday related decorations up for sale far before the holiday actually happens. Read about how has this been progressing over time, and how corporations make big bucks off of clever (and potentially malicious) winter commercialization activities.

THE PRESSURE TO BUY IS HIGH DURING THE HOLIDAYS, WHAT CAN ONE DO?; GRAPHIC BY ELLIOTT CISCO

Wait, so, How Did We Get Here Again?

Retailers and corporations leaning in on the winter holidays to make money is a common theme nowadays. Surely it wasn’t always like this? Indeed, that is the case. Christmas and other winter holidays were usually religious holidays, used to celebrate something special in their religion and to bring family and community together for a special time of the year. 

Now, it is true that these holidays still serve some of those things today, especially in some communities. But with it always comes the corporations trying to cash in during a special time, kind of like a parasite. But is that too harsh of a comparison?

Well, it might not be. Holidays like Christmas have changed significantly due to rampant commercialization. Santa Claus and Rudolf the Red Nosed Reindeer did not even exist before the 1900’s; they were first introduced by advertisements meant to sell things to the consumer. 

According to PBS and The Reflector, Coca Cola created an advertising campaign in 1931 that had the first Santa Claus in it, in Coca Cola red and white. That campaign eventually led to the popularization of Santa Claus over the old Father Christmas. Similarly, in 1939, the Montgomery Ward Department Store created and handed out a coloring book that had the first Rudolf the Red Nosed Reindeer in it. They distributed 2.4 million books, leading to the popularization of Rudolf the Red Nosed Reindeer.

Raking in the Cash

Getting consumers like you to think about the winter holidays has been so lucrative for these businesses that setting up winter decorations for sale earlier and earlier has become the norm. It has even got to the point where things are popping up before Halloween. Holiday times like Christmas have been associated with buying things and spending money, which isn’t necessarily a bad thing on its own. Nowadays, though, it’s so associated where almost anything you think of during those times can be associated with the purchase of something. Try to think of something you would do during a winter holiday. Giving gifts? You’re going to have to buy them and the wrapping paper for them. A big meal with all the festivities? You’re going to have to buy all that. Don’t forget that the turkey needs that special extra spice, and the pie needs to have extra fancy decorations on top. Now, most of this would be pretty fine, as increased spending is associated with increased economic activity. 

But corporations have crept further and further into holiday activities. You could make a card for someone... or you could buy one. Spending time with family? That sounds like a jolly good time to go to the mall and browse all the festivities; after all, we have to see the Santa! -And don’t forget, everything needs to be special. Extra decorations, fancy everything, buy, buy, buy.

It almost seems like everything is associated with buying stuff. They know this, and their huge profit margins show it as well. Sources such as CNBC indicate that from just the holiday season alone retailers make up to 1 trillion dollars- making up about a quarter of their yearly profits. 25% is a lot, considering there are many other holidays and promotional activities that happen each year.

According to a survey done at Clear Creek Amana High School, most people do feel pressured to buy something during the holidays. While some of the data is quite literally the definition of a normal distribution, some interesting results came up. One example being that an overwhelmingly amount of people say they will feel some shame if they don’t buy something for someone. Another example being that people are actually quite mindful of how much they are spending, or just think they are spending a lot. For a question about how much people thought they spend during the holidays, most people answered that they thought they spend a lot or a normal amount during the holiday season.

Another question about whether you would prefer to make or buy a gift revealed that people are actually quite crafty... if they had time for it that is. Most people answered that they would prefer making a gift if the person is special or if they had time to kill. Now, whether this outcome is the result of social norms created by said companies to get people to buy more stuff is questionable. But if one is for certain, the effects of these corporate actions are quite real and do affect the general student body.

Summary and Opinion

It was surprising how much the holidays have been altered by corporate entities and advertising. Corporations will always be trying to grab as much cash as they can, and the winter holidays are no exception. Whether that’s by altering social norms and pressures or entire holidays, they will find a way.

I think commercialization has crept too far into the winter holidays. It’s not necessarily that I think the winter holidays are not religious enough anymore, but more that I think the holidays should at least be more about spending quality time with friends and family, and less about being a frenzied buying spree where everyone is pressured to make things perfect.

So, maybe try to make things by hand every once in a while, or support your local businesses. It’s repeatedly made quite clear that huge corporations don’t really care about anything other than money and power, and will do whatever they can to increase their profits.