Unwrapping the ‘War’ on Christmas

Corporations like selling things. They hate the spirit of the holidays.

The “War on Christmas” isn’t really a war at all, and it certainly isn’t on one’s choice of religion. But there is a backlash against something this holiday season. The tension is between the tradition of the season and the overt commercialism that filters out everything that’s good about it.

The “war,” if we’re content to use the word to describe something that takes place outside a battlefield, pits materialists against those more interested in ethical and spiritual matters. The holiday season is yet another example of how commercial interests are squeezing the life out of hard-working Americans. That’s not okay.

This backlash has been on full display. Many indicators point to lower-than-expected sales for brick-and-mortar retailers this holiday shopping season even as stores set the ridiculous precedent of being open for business all day on Thanksgiving. And while many consumers have stayed out of the nation’s malls and boutiques, others are seeking deals more aggressively — literally. The use of a parking spot and the availability of shopping carts sparked assaults at retail outlets during Black Friday, according to media reports. Among the on-sale items that led shoppers to fight with each other, according to accounts on social media, were blenders, toasters, cookware, and even cilantro.

December is the March Madness of shopping. It’s become an expensive sport. But the holiday season is for celebrating the joys of life with family, friends, and community, not breathless consumption in crowded malls full of strangers.

Who can blame marketers for turning the holidays into a contest to see who can spend the most money? Appealing to Americans’ festive sensibilities is hardly the most nauseating way to boost sales, and consumers have traditionally complied.

However, with so many Americans reeling from the economic consequences of austerity, low wages, and underemployment, it’s different this year. Americans are not one monolithic block of bargain-hunters who crave still-deeper discounts because of their collective economic constraints. There exists a steadily growing population that is simply done with the pointless charade that turns the holidays into a contest where stacking shopping carts full of things is the sole objective.

This year, celebrating without spending and swapping instead of shopping are gaining wider appeal. Anyone who can agree that the holiday season is more than just a reason to hit up the sales racks needs to conclude the real war on Christmas is being perpetuated by companies that seem to think that, if you’re not out shopping throughout December, then your not adequately celebrating anything.

Andrew Graham is a consultant to Gifteng.com, a new social community where users can give and receive things they love for free.