Why I like the commercialization of Christmas
Rather than dismissing holiday shopping as a symbol of materialism and excess, I have come to view it as an expression of generosity that captures the purpose of the season.
With the announcement of record sales across the country on Black Friday, including $11.8 billion in online transactions, the holiday shopping season was off to a great start. In the next few weeks, the average person was expected to spend about 10% of their annual shopping budget. By Dec. 25, the National Retail Federation expected a record-setting $1 trillion to be spent nationwide on consumer goods.
As a Christian, I am not supposed to like the commercialization of Christmas. I was taught from childhood that the birth of Jesus is “the reason for the season,” not gifts. In recent years, critics of all faiths — and none — have joined a growing chorus of anti-consumerist sentiment toward the holidays.
But rather than dismissing holiday shopping as a symbol of materialism and excess, I have come to view it as an expression of generosity and joy that captures the purpose of the season.
The tradition of giving gifts at Christmastime was introduced several centuries ago in Europe by Christians who took stories about the gift-giving of an ancient saint, Nicholas of Myra, and turned him into the modern Santa Claus. As the Industrial Revolution created a new middle class and increased the availability of consumer goods, the tradition grew.
The importance of material generosity at Christmas was especially championed by Charles Dickens in his 1843 novella A Christmas Carol, which depicts the infamous Ebenezer Scrooge’s transformation from a penny-pinching grump to a joyful philanthropist.
Dickens’ largely secular vision of giving gifts at Christmas helped to make a holiday originally confined to Christians more accessible for an increasingly pluralistic world.
Of course, there are problems with the connection between Christmas and shopping. I do not like how it can exacerbate class difference, revealing a vast disparity in the quantity and quality of gifts from one household to the next. The upper and middle classes can use Christmas as another opportunity for an exotic vacation or the acquisition of yet another status symbol.
One only needs, however, to recall the refrain from so many holiday movies to realize that the vast expenditure inherent to the season is not the main problem.
As Charlie Brown struggles in A Charlie Brown Christmas to pull together the perfect Christmas play, he realizes that, while he may need a Christmas tree for the set, it does not need to be particularly tall, pretty, or even upright. A short, scrawny tree will do just fine.
Christmas is about being content with what you already have and, out of that contentment, being generous to others. Instead of trying to buy happiness, or a better relationship with a loved one, or the perfect Christmas tree, we can use Christmas to focus on what someone really needs.
To keep ourselves focused on others and avoid unnecessarily lavish gifts, my wife and I use holiday sales as a means to get a discount on items that we would otherwise buy for our kids at some other point in the year. We also focus on practical gifts people will actually use — last year, we got a battery caddy for my mom and gardening gloves for my dad. Our son requested an expensive toy this year — an electric train set — so we found a small one that is in good secondhand condition, which reduces waste and expenditure.
Perhaps the greatest reason why I like to give gifts at Christmas is that they embody the heart of the Christmas story — the one, ironically, that so many Christians use to create skepticism about Christmas gifts — in which God “gave” Jesus as a savior for the world (John 3:16).
Perhaps, then, giving gifts does not destroy Christmas; it captures its very essence.
B. G. White is a faculty member in the theology department at Boston College.