The Christmas Phenomenon
Why We Give More, Love More, and Spread More Joy in December
Every December, a strange optimism fills the air–though the year is coming to a close, people are more eager than ever to show love, joy, and warmth. Neighborhoods decked out with lights host stores adorned with billboards and posters and banners that fervently proclaim Happy Holidays!. Christmas trees take their revered place in the living room of thousands of Americans (sometimes even before Thanksgiving) and Christmas jingles play on the radio stations. We begin to plan gifts, scouring catalogs and stores to find what our loved ones would like most on December 25th (and, of course, building up a sizable list for ourselves). But what is it about this time of year that inspires such collective joy and generosity?
Claus Concept
The “Christmas Phenomenon” isn’t a result of any one activity; rather, it’s an amalgam of different factors. For one, Christmas plays into our susceptibility to nostalgia–evoking childhood memories linked to holiday sights, sounds, and smells trigger feelings of emotional well-being. Like Pavlov’s Dogs, we’ve come to view holiday music and decorations as signals for joy, warmth, and celebration. The scent of pine, sounds of carols, or the sight of twinkling lights can transport us to moments of togetherness and comfort, reinforcing a sense of community and continuity. This nostalgia is further enhanced by media portrayals of the “ideal” holiday, which encourage us to relive and recreate these cherished moments.
Psychologically, this response stems from the brain’s reward system. Positive associations with the holidays activate the limbic system, releasing feel-good neurotransmitters like dopamine and oxytocin (the “love hormone”). Ultimately, this is why familiar traditions, like baking cookies or decorating a tree, are not only enjoyable, but deeply fulfilling. Nostalgia isn’t just a passive reflection–it actively fosters emotional resilience, bonding, and a sense of belonging, making Christmas an inherently restorative time for many.
The Scrooge Effect
Ebenezer Scrooge, Charles Dickens’ famous miser, stands as a timeless depiction of morality, loneliness, and, ultimately, transformation. His confrontation with the ghosts of Christmas Past, Present, and Yet to Come reveals the hollowness of a life devoid of generosity and connection. Frightened by this possibility, Scrooge begins to engage in altruistic acts, experiencing what psychologists call a “helper’s high.” This surge of endorphins and activation of the brain’s reward systems underscores the joy inherent in giving — a joy mirrored in the tradition of holiday gift-giving, which allows individuals to express love, gratitude, and care. Dickens’ A Christmas Carol illustrates how generosity and connection are inherently linked to human happiness.
Completing humanitarian acts, such as gift-giving or charity, activates the brain’s reward system, releasing endorphins–waking up to presents under the tree isn’t just a tradition, it’s a therapeutic action for some, and can create feelings of well-being. In fact, a 2019 survey by the Charities Aid Foundation found that the peak months for giving are November and December, increasing by over 40% from the rest of the year. The sense of philanthropy ties into the coziness and warmth of the holiday season, creating a positive cycle: to give is to love.
However, How the Grinch Stole Christmas (2000) confronts and reveals the need for gift-giving during the holidays, and the meaning and motivation behind it. Through a heavily popular child’s story written by Dr. Seuss, its meaning stands insightful, narrated by a grouchy, green anthropomorphic character: the Grinch.
Residing in a bitter, isolated house atop Mount Crumpit, the Grinch overlooks the joyful town of Whoville. The Whos of Whoville are known for their annual ostentatious Christmas celebrations, to the Grinch’s absolute abhorrence, and, as a bid to ruin their holiday spirit, he devises a plan to sneak into their homes and steal their decorations, food, and presents. He believes that, without these material items, the Whos will be unable to celebrate Christmas.
But, to his horrific surprise, the Whos still gather and sing with joy, despite having lost all of their possessions. The Grinch realizes that Christmas isn’t about the things he stole–it’s about love, togetherness, and community. His heart, which was “two sizes too small”, grows three sizes, and he returns all the stolen items to the Whos. In the end, he joins the Whos in their Christmas celebrations, having finally learned the true meaning of the holiday.
Psychologically, the Grinch’s hatred for Christmas stems not from the holiday itself, but from his deep sense of exclusion from the Whos and community–his home being placed at the top of the mountain symbolizes both his physical and emotional disconnection. This alienation is what leads him to reject the values of love, sharing, and connection that Christmas represents. However, as the story progresses and he learns the true meaning of the holiday, he learns how the act of giving material possessions does not matter so much as the collective joy induced in giving them, and the meaning behind it.
The Power of Social Contagion
The holiday season is not just a collection of individual acts of generosity or nostalgic triggers; it’s a time when a collective mood spreads like wildfire. Just as we pass along a laugh or a smile (or a yawn!), the joy, goodwill and benevolence associated with Christmas is contagious.
Social contagion, the phenomenon where emotions or behaviors spread within a group, plays a significant role in the holiday season. As more people get swept up in the spirit of the holidays–decorating homes, giving gifts, and even just sharing a kind word–those around them are more likely to do the same.
A 2013 study published in Psychological Science found that people are more likely to engage in prosocial behavior when they see others doing so. The holiday season amplifies this effect, as acts of kindness are not only encouraged, but celebrated. It’s like when our neighbors string starry lights across their house at Christmastime and put up plastic skeletons at Halloween, we feel motivated to do the same. And the more we hear about someone’s thoughtful gift or charitable donation, the more inclined we are to do the same.
This contagious cheer isn’t just limited to human behavior–it manifests in our surroundings. Environment plays a significant role in shaping our moods and actions (think seasonal depression), and when streets are lined with twinkling lights, shops play Christmas carols (Last Christmas, by Wham! brings to mind a festive image regardless of the time of year), and neighborhoods boast festive and adoring decorations, it’s hard not to be influenced. A 2017 study in Environment and Behavior found that people living in decorated neighborhoods reported higher levels of community trust and happiness. There’s something about festive markers–tangible signs of connection, warmth, and shared purpose–that elevates the mood and fosters a sense of belonging, making a community feel part of something bigger than themselves.
(One of the most popular examples is Secret Santa–the excitement in surprising someone with a secret, special gift inspires collective action.)
The Christmas Phenomenon is more than just a holiday tradition; it’s a testament to the power of shared experiences, nostalgia, and human connection. By engaging our senses (jangling bells, twinkling lights, the scent of peppermint) and fostering collective joy, the season reminds us of the best parts of ourselves and our community, which is why its magic lives on and never fails to spark excitement. In a world often divided, Christmas’s mood can bring us together, reminding us of morals, community, and continuity.