The Commercialization of Holidays
Written by: Aurelia Budiman
The commercialization of holidays has become increasingly prevalent in today’s society. This phenomenon refers to the growing influence of consumerism on traditional holidays, as businesses capitalize on these occasions to promote and sell their products and services. The trend towards commercialization has raised concerns about the potential negative impact on the true spirit and meaning of holidays.
This all started in 1897, when one of the leading trade papers of postbellum America, the Dry Goods Economist, acknowledged that workers still looked upon holidays as an “unavoidable nuisance” and an interruption of business, as occasioning "the loss of trade" by compelling the closure of their stores. The journal suggested that such views were hopelessly outmoded. The modern, up-to-date retailer of the 1890s recognized the commercial potential of holidays and suggested "special sales and attractive displays"
for two weeks before the 4th of July to attract a crowd.
The commercialization of holidays has led to an emphasis on materialism and consumption, often overshadowing the original purpose of the holiday. Advertisements and marketing campaigns instill a sense of pressure to purchase gifts, decorations, and other commodities, creating an atmosphere that prioritizes spending over the values and traditions associated with the holiday. As a result, the true significance of these occasions, such as religious or cultural observances, may be obscured by the focus on commercial gain.
Furthermore, the commercialization of holidays can contribute to financial stress and inequality. Consumers may feel compelled to overspend, leading to financial strain and debt. This pressure to participate in consumer-driven aspects of holidays can disproportionately affect low-income individuals and families, exacerbating economic disparities. The commercialization of holidays also perpetuates a culture of excess and wasteful consumption, which can have adverse effects on the environment.
In response to the commercialization of holidays, individuals and communities have sought to reclaim the authentic meanings and traditions associated with these occasions. Emphasizing the value of meaningful experiences, acts of kindness, and quality time spent with loved ones can counteract the materialistic focus promoted by commercial interests. Additionally, supporting local and small businesses, as well as engaging in charitable activities, can create a more meaningful and community-centered approach to holiday celebrations.
In conclusion, the commercialization of holidays has significantly impacted the way these occasions are observed and experienced. While commercialization has brought about concerns related to materialism and consumerism, there are proactive measures that individuals and communities can take to preserve the true essence and significance of holidays. By advocating for a more mindful and thoughtful approach to holiday celebrations, it is possible to mitigate the effects of commercialization and rediscover the deeper meanings behind these special times of the year.
References:
Schmidt, L. E. (1991). The Commercialization of the Calendar: American Holidays and the Culture of Consumption, 1870-1930. The Journal of American History, 78(3), 887–916.