Holiday consumerism is a phenomenon that is defined as a combination of marketing strategies, societal expectations, and even an innate desire to give and receive gifts. It has grown significantly over the years. According to the National Retail Federation, retail sales in the United States between November and December of 2023 grew to $942.6 billion, a growth of 10.5% from the previous year. Understanding the dynamics of holiday consumerism can help individuals make more informed decisions and potentially shift toward more meaningful celebrations, outside from the tradition of giving and receiving gifts. 

  One of the primary drivers of holiday consumerism is the aggressive marketing campaigns that begin well before the holiday season. Retailers and brands capitalize on the festive spirit, launching sales, promotions, and advertisements that create that familiar sense of excitement and urgency to purchase. Black Friday and Cyber Monday are prime examples of how consumerism, and especially consuming as to do with holidays, is fueled by limited time offers and special deals, encouraging people to spend more than more than they ordinarily would. The convenience of online shopping has also further amplified this trend. 

The impact of holiday consumerism extends beyond just financial expenditure though. It influences social behaviors and expectations. According to the American Psychology Association, 38% of people reported elevated levels of stress and anxiety during the holiday season due to the financial and social pressure of gift-giving. The perceived social standards associated with the gift-giving aspect of the holiday season cause excess stress and anxiety. This emphasis on material gifts can overshadow the true essence of the holidays, the time spent with family and enjoying time and memories. As awareness of the suffocating consumerist practices of the holiday season grows, there can be a shift to more sustainable and meaningful gifts, or even experiences.