Holiday Consumerism is Real… and Not Backing Down

The pressure is on!

When did this monstrosity of Holiday Consumerism arise? My family speaks adoringly of the Christmases of my grandmother’s childhood on her family farm, back in the 1930s.

My grandmother and her siblings were elated to receive gifts of fruit. That’s it! A sweet, nutritious snack. Nothing more. 

Almost a century later, families are urged to spend copious amounts of money, whether they have disposable income or not, on material items for loved ones during the holidays. Clothing that meets the standards of current trends (Ugg boots are “in” again? Say what!?) because last year’s clothes are out of style. The newest video games and their associated consoles. The shiniest new version of a cell phone (Razr phones are back?! Am I sensing a cycle?), because you can’t be caught with a dusty old phone! We mustn’t forget the TOYS! The coolest, trendiest toys that are made of plastic, wrapped in plastic, and shipped in plastic to our doorsteps. 

We must purchase a plethora of these items for each family member, then we must consume a massive feast eaten on paper plates with plastic cutlery partnered with plastic red Solo cups.

Where did this consumerism originate and what are its consequences?

What Environmental Impacts Result from the Holidays?

Eleven out of the twelve months of the year, we tend to be mindful of the environmental impacts of rampant consumerism. Yet somehow, even environmentally conscious folks can find themselves drawn to the allure of *the perfect holiday season* that we see in Norman Rockwell paintings of yesteryear. 

Thus, Americans will spend billions of dollars and generate 23% more waste during December. We feel obligated to acquire the plastic Christmas tree with plastic tinsel and ornaments galore, the plastic string lights and massive inflatable plastic snowmen for the yard, the (usually plastic) decorations, the plastic wrapping paper, the funky Christmas sweaters made from synthetic (plastic) fibers, the hams and turkeys with a cornucopia of side dishes, and the presents spilling out from under the tree.

We must host parties, attend parties, participate in the White Elephant exchanges, bring a dish to the work holiday party, send the children to school with gifts for their classmates, and send cards to anyone and everyone. 

Why, though? 

While many factors are at play, it is in capitalism’s best interest to sculpt holidays into the most commercial versions of themselves they can be, and that is exactly what we’ve seen with the American evolution of Christmas.

What Emotional Impacts Result from the Holidays?

Does this style of celebration leave us with a feeling of fulfillment? 

Over half (55%) of participants in a 2022 study admit to feeling more anxious during the holidays, and 43% feel more depressed. Americans are spending money that we can’t afford to lose, worrying about pleasing our loved ones with the right gifts, and stressing over planning the perfect holiday parties. 

Where is the joy, the rest, the relaxation? Where is the contentedness of simply existing in community with our loved ones?

Where is the time spent reflecting on the year, expressing gratitude, sharing love?

The dark, pressure-packed cloud that is the Beast of Holiday Consumerism overshadows it all.

Offering Ourselves a Compassionate Check-In

• Emotionally – What feelings dominate your headspace? 
  • If anxiety, stress, and overwhelm are at the top of your list, sit with that. Reflect on the causes and consider their roots.
  • Pressure and guilt may arise; how much of that pressure is rooted in society’s expectations? Do you want to hold onto that kind of pressure?
  • For those who have experienced loss or serious grief during the holidays, you have the right to say no to whatever you need to in order to take care of yourself in this tender season.
• Physically – What is your body telling you? 
  • Jaw clenching, shoulder tension, nail biting, heart rate accelerations, lethargy: these are signals of unease. Consider why your body may be sending you these messages; you may be receiving requests to release the source of discomfort.
  • Listen to these signals. Meditate, clear out space in your calendar, or otherwise create space to hear what your body needs from you and respond to it with compassion. This is a powerful first step towards creating personal resilience.
• Mentally – Where is your mind taking you? 
  • Are you present, clear-headed, and grounded? Or is your mind focused on the future – an upcoming party, a family dinner, Christmas morning’s present unwrapping? Is your mind wandering to a source of escape – requesting a coping mechanism that may or may not be healthy, yearning to book a solo flight to a tropical island or get very away from the holiday madness?
  • What resources or practices can you reach for that can ground you back into peace and knowing?

It may be possible to tackle the Beast of Holiday Consumerism once and for all if we begin to sincerely listen to what our bodies, minds, and souls are trying to tell us. 

Alternatives to Holiday Busyness and Consumerism

What could it look like to enjoy a holiday season free from excessive spending, excessive food, or excessive materialism? What could this look, sound, smell, or feel like?

Here are some ideas that came from my mind:

• You could gather with loved ones (this could be your chosen family or biological family) for a home-cooked meal of nourishing food
• Everyone contributes a homemade treat, and portions are small enough that nothing gets wasted
• Gathered in community with laughter, storytelling, singing, and games, you realize this is the gift you were yearning for all along
• There are no obnoxious decorations, gifts, or wrapping paper
• No uneaten food gets tossed in the garbage

Along with reimagining holiday celebrations, I invite you to embrace the solace and slowness that winter requires, instead of straining against our fatigue or instinct to “hibernate.”

This is the time to slow down and get cozy, allowing your body and soul to rest.

Time is available to read books, binge-watch the TV shows that have been sitting on your watch list, drink tea, and take warm baths. If you catch the creativity bug, you could make cards or crafts to express gratitude to your loved ones, but there is no external pressure to do so. Your wallet is happy, your mind is present, your soul is at ease, your body is at rest. 

The Beast of Holiday Consumerism is defeated, once and for all! 

Easy, right?

Probably not. With skillful marketing, targeted advertising, and a thread of capitalistic materialism that has entwined so tightly with the fabric of our society, many of us may find it impossible to break entirely free from the beast’s clutches. 

Practical Application Can Be Messy… But Worth It

Even if maneuvered skillfully, we can still encounter retaliation when discussing these changes with our families. 

For several years, I have been trying to establish a “no gift” policy with my family. My mother remains steadfast in her determination to purchase gifts for everyone.

However, I remain steadfast in my determination to change the culture of my family’s holiday season. This Thanksgiving, I successfully convinced my mom to ditch the turkey (none of us even likes turkey, for crying out loud!) and gather for a meal of tacos instead. YUM. Despite my mom’s grunts of disapproval, I haven’t gotten anyone a purchased gift in years. 

Instead, I send homemade cards and letters to my loved ones, which is something I LOVE to do.

I made these changes after observing my mind, body, and soul during the holidays. I’d found myself lost in a sea of anxiety, as my bank account was not stable enough to accommodate the quantity of presents I was buying. 

I sensed the overwhelm in whoever was hosting the big holiday feast; the pressure to clean every nook and cranny of the house, decorate it Clark Griswold-style, spend hundreds of dollars on food and beverages, and spend hours cooking food that will not be completely eaten – they were an irritable ball of nerves, and I can’t blame them! 

For the first time, I started to consider the Christmases of my grandmother’s past as a potential reality for myself. Then, I realized that my body, mind, and soul were being pulled toward that concept all along.

I just needed to allow myself to listen. 

Sources Referenced: 

• 2022 Aflac Holiday Health Issues Survey
• National Impacts of Wrapping Paper Waste Graph by Wrappily
  • For those who still wish to use holiday wrapping paper, Wrappily is an alternative that offers reusable, double-sided paper made from 100% recyclable and compostable newsprint.
  • Otherwise, spare newspaper, cloth bags, or other reusable containers remain great options for those who’re interested in more sustainable gift-giving.