In Pew Research Center data collected earlier this month, only 4% of respondents said that the thing they liked best about Christmas was the gift exchange. Only 1% said they most liked shopping or good deals and only 2% said it was the food. Instead, the majority (69%) said it was the family and friend time that they most appreciated, followed by religious reflection (11%), and general happiness and joy (7%). My pet suspicion, that people really like it for the vacation, came in at only 3%.
What do they like the least? Commercialism and materialism top the list (33%), the expense comes in second (22%), and shopping comes in third (10%).
There may be some response bias here — that’s when people say what they think the researcher wants to hear instead of the truth — but, if the data are good, it reveals why marketers have to try so damn hard every season to convince us that the gifts, decorations, and food are what make the holiday special. What would happen to spending if we all decided to do Christmas the way we wanted instead of the way it is in toy and jewelry commercials? There are lots of monied forces that don’t want us to find out.
All images from a Google search for “Christmas marketing.”
Comments 9
Mordicai — December 23, 2013
Obvious lies. Presents are the BEST part, both giving & receiving.
Michelle F. — December 23, 2013
Seems like the "vacation" and "family time" answers compete with each other -- people enjoy the vacation, but they take it (generally) in service of seeing family and friends, so it's about more than just not being at work. However, without vacation, it's pretty hard to have that family time. Really, same with food and presents -- the great food wouldn't be the same without mom's recipe or grandma's cookies, and if you enjoy gift giving and receiving it's probably because you care about those people and spending time with them. So I don't think the "family" preference excludes those other things so much as informing the ultimate thing that makes them special and important at this time of year.
coincidence — December 23, 2013
My husband said one time that he actually liked the commercialization of Christmas, because it makes the holiday less religious.
Adam G. — December 23, 2013
I've never understood why people go to such lengths to criticize and lament the downfall of Christmas (for whatever reason they happen to cite). If one does not like Christmas in its current state, they can simply change it to whatever they want it to be. Want it to be about Jesus? Go to church and pray. Enjoy the holiday shopping blitz? Revel in it, and don't apologize for doing so. Want to ignore it entirely? Expropriate the day and turn it into a monster-movie marathon.
It's shockingly simple, yet every year people act as if they are being "forced" into this and that with no say in the matter.
Beckie Moriello — December 23, 2013
The first 4 responses could be lumped together. Certainly the first 3 responses can be. 71% of people don't like that xmas is about buying stuff.
★ keri ★ — December 24, 2013
I feel like a heel for this, but it's really been noticeable to me this year how much privilege is attached to "Christmas holidays". I don't get a vacation and neither does anyone in my household - my dad's a mail carrier so he works every day except Christmas itself, my mom is a contract worker without vacation time, and I'm in the service industry at a place that people flock to during school vacations - so I absolutely can't use vacation days this week (and I never could when I worked retail, either).
It's always been the case that we don't have much of a Christmas vacation, but this is the first year that I've been so aware of how much privilege is inherent in so much of Christmas traditions. (I pretty much hate the entire thing and am always happy when it's over. It probably boils down to 3 things - not liking the way it disrupts my routines and introduces temporary change everywhere, and feeling like a lot of the traditions are so wasteful - decorations that will come down after a couple weeks, that use up resources for no practical reason, &c. also i hate the schmaltz and forced sentimentality and being scolded for not enjoying it)
eeka — December 24, 2013
These polls just remind me what a bubble I live in, because in my circles, what most people find annoying is people assuming they celebrate Christmas when they don't, being berated by fundamentalist Christians for acknowledging that not everyone celebrates, or for the people who do celebrate, having to hear from fundamentalist Christians about the imaginary "war on Christmas" and be told they're observing the holiday wrong. I don't know a single Christian who cares how other people do or don't include Christ in their Christmas. Yes, I know these people exist, but I'm fortunate to not know any. Interesting that the Pew people didn't even have an option for "people assuming you celebrate Christmas" or "entire country making a big huge giant deal out of one religion's holy day."