Is Commercialism Killing the Holiday Season?

'Tis the season to be jolly.... or not. A recent survey on the website of the State Journal asked readers "Do you find the holiday season joyous or depressing?" Although not very scientific, the result of the survey appears to reflect a trend in the population. About 25% of the respondents regarded the holiday season as depressing. Why does an increasing percentage of the population feel depressed at this time of the year, instead of feeling joyous and taking the time to celebrate and relax with friends and family?

A recent loss, a grave disease, or lack of family and friends, are reasons enough to feel depressed, especially at this time of the year. However, what if a person cannot pinpoint the reason for his or her seasonal depression? Where does the gloomy feeling come from?

One reason is definitely the extended holiday season. The retailers stretch it out further and further. "Get the presents now! Buy! Buy!" Nowadays, we start out with 'Christmas in July'. While the notion of the holiday season might stir up some warm and fuzzy feelings for the most of us, and some of us even start the bargain hunting, none of us really wants to start the holiday season in July. Yet, if some of the retailers start to kick of the holiday season in July, more and more join in throughout the remainder of the 'season'.

There used to be the time when the holiday season did not start until Thanksgiving. However, in recent years retailers have been observed to put out the holiday merchandise simultaneously with the Halloween merchandise. Shoppers can hear scary and ghostly noises from one side of the aisle, and cheery holiday songs from the other. And this in the middle of September! Similarly, some people decorate their homes earlier and earlier. Yes, there are those, who start to put up their decoration right after Halloween!

Is it really a wonder most people have a worn out feeling towards the holidays by the time Thanksgiving comes around? Who can feel jolly for several weeks, even months?

Even worse, latest after Halloween, all retailers go into full holiday mode. Christmas business is big business. Therefore, consumers get bombarded with advertisements about the 'must have items' and promises of good deals. Jingle here, 'hohoho' there, nobody can escape it unless one doesn't leave the house, doesn't watch TV, doesn't listen to the radio, doesn't read newspapers or magazines, doesn't browse the Internet, and doesn't check the mail.

The message is clear: "BUY! BUY! BUY!" Buy a present for your significant other, for your family, friends, teachers, neighbors, associates, acquaintances, the minister, the hairstylist, the mailman, the garbage man, the paperboy, the handyman, your pets....... The list gets longer and longer every year. Do all those people really expect a present from you? Who knows? But just in case, just buy a little something to make them happy. "SPEND! SPEND! SPEND!" as much as you can. Don't forget anybody!

Yes, people do feel obligated to spend money and buy presents. More presents than necessary. The season is celebrated and presents are bought. It doesn't matter whether a person is religious or not. Instead of joyous gift giving, it has more and more become and obligation to anybody and everybody around you. And as with any obligation, it can be a burden. And what we perceive as a burden can easily make us depressed.

All this hunting for presents, depending on how long your list is, can be cause for depression as well. It is difficult enough to find the right present for everybody on the list. To top it off, the stores are full with customers and the lines are long. And more often than not, a consumer looking for a particular item finds that particular shelf spot empty and has to visit several stores and pay inflated prices to purchase the coveted present. Gift hunting can be exhausting.

As a result, at the end of the season, just when it is time to really celebrate and be jolly, the majority of consumers find themselves physically, emotionally, and/or financially drained. Having heard the holiday songs in every store, on TV, and the radio, for the last two months plus, they do not help to stir up any holiday cheer. By Christmas most people can't wait to get it over with, wrap it all up, pack it away, .... Until the next holiday season starts and we do it all over again.

It sounds depressing, but has become reality for many of us. The holiday season is a roller coaster ride of jolliness and depression. It is no wonder that some people get stuck in the depression mode. What should be increasing but quiet anticipation of the approaching season is now loud and noisy. The holiday season itself is not a time of joy and celebration, of togetherness and fun, but pure and brutal commercialism. And if we keep it up, commercialism will eventually kill the holiday season. Already in recent years, more and more people have opted out. Most of them choosing a nice vacation instead of celebration.

Maybe, just maybe, in a time where our economy is not doing so well anyway and consumers have less money to spend on presents, we should start to look inward. What is the true meaning of the season? The true spirit? How many people do still know the answer to this? One thing is sure, no matter how much the retail industry wants you to believe the contrary, holiday spirit is not measured by the number of presents you give. Food for thought!