Untangle Christmas from the capitalist ribbon, unwrapping the gifts of peace, love, and joy that give beyond the materialism of consumerism.
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14 Dec 2023
5 Min Read
Michelle Lee Shu Ling (Student Writer), Nellie Chan (Editor)
Untangle Christmas from the capitalist ribbon, unwrapping the gifts of peace, love, and joy that give beyond the materialism of consumerism.
Two thousand years ago, Christmas heralded the inaugural celebration of the birth of Jesus Christ. Fast forward those two thousand years, and Christmas has evolved into a global phenomenon, observed not only by Christians but also by non-Christians, now ringing with the jingle of commercial bells. This time of the year prompts people to open their wallets wide, encouraging spending — or even splurging — on gifts, feasts, and trips overseas. Meanwhile, businesses seize the opportunity, intensifying their marketing efforts to make the most of the season. In a nutshell (or, should I say, chestnut shell), it seems capitalism has commandeered Christmas.
In a nation where Christians comprise only 10% of the population, Christmas is also generally regarded as a commercial holiday in Malaysia. For Malaysians, the season encompasses a time of shopping sprees, festive parties, and the exchange of gifts. As early as two months before the big day, stores commence the sale of Christmas goods, while malls compete to host the most elaborate Christmas decorations, featuring everything from dazzling lights, towering trees, and Santa Clauses to even fake snow (real snow is a rarity in tropical Malaysia!) — a showcase of everything that money can buy.
With the holidays just around the corner, our minds naturally turn to one singular thought — the relentless pursuit of the perfect gift. Questions start to surface, like 'Will this gift cut it? How can I beat last year's?' It's a never-ending cycle of levelling up our gift-giving game. There's no denying it: the Christmas spirit in our capitalist culture is swept away by the waves of consumerism — materialism, consumption, and excess — leaving us submerged in an ocean of price tags.
Given the significance of gift-giving in the Christmas experience, consumers feel the weight of capitalist pressure to make more extensive and expensive purchases. Economists often recommend businesses to increase investments during this period, motivated by the prospect of substantial profits (i.e., profit motive)! The National Retail Federation forecasts holiday spending in the United States to reach record levels in November and December 2023, totalling between $957.3 billion and $966.6 billion.
As a consequence of this trend, inflation ensues. The principle is simple: the higher the demand for a good, the higher its prices (i.e., market mechanisms). This pattern is discernible in Malaysia too. A 2022 article by the Malay Mail highlighted a significant shift in turkey prices. The Christmas staple, which once cost RM300 per cooked bird before the COVID-19 pandemic, now commands RM300 raw and RM500 or more cooked.
However, this Christmas 'story' doesn't just conclude with economic consequences. With each new 'chapter' written annually, the surge in consumption also contributes to a corresponding surge in waste. According to the National Environmental Education Foundation (NEEF), Americans throw away 25% more trash than usual between Thanksgiving and New Year's — about a million extra tons of garbage each week. Among this waste are Christmas decorations such as wrapping paper and ribbon.
Amid the holiday hustle and bustle, there's a truth that often slips our minds — the real meaning of Christmas joy isn't wrapped up in extravagant gifts; instead, it radiates from the warmth of shared moments, the resilience of familial bonds, and the beauty found in the simplest acts of love (as my parents always said)! A study conducted at Cornell University revealed that shared experiences contribute more to happiness than buying or receiving gifts. Although happiness levels were similar immediately after receiving a gift or spending time together, satisfaction with the gift decreased over time, while memories of the experience continued to increase happiness.
This study hits home with me as I revisit Christmases past. While I'd be hard-pressed to remember the Christmas gifts I received two years ago, the memory of a Christmas spent at home with family and relatives during the COVID-19 movement control restrictions easily comes to mind. We were worried that it wouldn't live up to our usual festive standards – no sipping hot cocoa while watching snowfall. But you know what? It turned out just fine. We still put up the Christmas tree, we still cooked up a Christmas dinner (though no turkey), and most importantly, we still had each other. It goes to show that a heartwarming memory can stand the test of time; an indulgent splurge, not so much.
How, then, should we celebrate Christmas? In the contemporary context, the dilemma lies in delicately balancing the act of gift-giving and preserving the genuine essence of the celebrations. Many, myself included, devote considerable resources — both in terms of time and money — in the pursuit of the perfect gifts for family and friends. However, a common problem emerges when gifters project their own preferences onto the giftees, overlooking their perspective. This mismatch might result in the recipient not fully appreciating the value of the gift, even if it comes with a hefty price tag. Ultimately, the money spent may not necessarily translate into the heartfelt appreciation we hope for.
So, why not attempt a different approach this Christmas? Begin by considering simple gestures, such as crafting a handmade card or baking a homemade treat for your recipient, adding a personal touch. Also, reflect on selecting gifts that align with your recipient's specific needs or interests, making them practical and relevant to their everyday lives. You can discover these details by asking or observing their day-to-day activities. Last but not least, beyond mere objects, why not spread love through acts of kindness? Volunteering at places like nursing homes or soup kitchens not only brings joy to others but also provides a sense of personal fulfilment. Even though a budgeted Christmas might mean forgoing designer items or luxury goods as gifts, you can still find contentment in the company of family and friends.
Here's a gentle reminder to all readers: the true spirit of Christmas cannot be captured on a receipt. In the whirlwind of holiday shopping, it's easy to be carried away by the swirl of material possessions, but let's remember that things break, trends fade, and the novelty of gifts can wear off. What endures, however, are the cherished memories we create with our loved ones. So, let's redirect our focus to gifts that nurture and grow — soulful moments and meaningful connections — and, above all, the gift of each other's presence!
Have a holly jolly Christmas!
Michelle Lee Shu Ling is currently pursuing a Bachelor of Laws (Honours) at Taylor’s University. When she’s not serving as President of Taylor’s Lakeside Model United Nations (TLMUN) Club or Editor-In-Chief of Taylor’s Lexicon Editorial Board, she writes!
