WHY MUST ONE spend so much in the season of giving? Christmas, a celebration cherished across all walks of life, is now veiled in spectacle as the joy of the holidays has been replaced by the race to purchase luxury. As consumerism tightens its hold on the festive spirit, one is left to question: What are we truly honoring and who reaps the rewards of this frenzied pursuit?
Tainted by corporations, the color red has become less about the holiday’s spread of love and joy, but now more synonymous with big sale signs or 50 percent off price tags in malls.
With Christmas just around the corner, it’s important to reflect on the true essence of the season. Beyond the overly decorated homes and towering stacks of gift-wrapped boxes, one must take a step back away from the frenzy and acknowledge the reality of Christmas for the girls and boys selling lanterns on the streets.
Christmas and consumerism
In the Philippine context, consumerism during the holidays is characterized to be the increased emphasis on buying products and services, fueled by traditions like gift-giving and the desire to throw lavish parties and get-togethers.
This constant pressure to spend can overshadow the true spirit of Christmas, transforming meaningful traditions into material obligations or a chance to flaunt one’s status.
Bedan lawyer Atty. Giancarlo Garcia, who also earned his Economics and Public Policy degree from San Beda University (SBU), explained that “excessiveness” is part of our culture, stating, “We have to understand, first and foremost, noong context, kung paano mag-celebrate ang mga Filipino. And I think, rooted ‘yan sa pagiging communal ng celebration natin, na again, it’s a celebration ‘pag may excess. And why do we have excess? Kasi parang welcome tayo to invite everyone to join in,” delving into how Filipino celebrations have communal roots.
At present, consumer conditioning in forms of holiday sales during this season becomes a powerful driver of consumerism, transforming the act of spending into a cultural event as well.
Akiah Loveigne Agbanlog, the first-year representative of the College of Arts and Sciences (CAS) Student Council (SC) and the National Council Associate to the President at the Junior Philippine Economics Society (JPES), explained how there are nuances to this economic reality.
Agbanlog highlights how holiday sales condition people to spend, saying, “It is negative in a sense that people have the urge to buy more things because it is on sale.” On the other hand, “For businesses, it’s a chance to promote their brand, clear out inventories, and attract new customers,” she added, describing the seasonal rush as both a tactical opportunity for retailers and a maelstrom of temptations for consumers.
The weight of tradition
Prioritizing tradition is important for Filipinos, often at the expense of their financial well-being and ability to save money.
“The problem here is dahil hindi na nga gaano kataas ‘yong income natin, na-pu-push pa ‘yong mga tao na mag-spend nang masyado. So ‘pag gumagastos ka, ano ‘yong nawawala sa ‘yo? Nawawala is ‘yong ability mo to save,” Atty. Garcia expounded.
Abanlog further supports the idea of how upholding tradition puts financial burden on Filipinos. “Though it is always the thought that counts, financial strain and stress on low-income families are heightened, “she claimed.
As holiday spending has been established to be deeply interwoven with human nature and cultural traditions, it also stresses the importance of financial literacy and the ability to save. Rather than simply falling victim to enticing promotional deals, consumers must recognize the value of mindful spending that aligns with their priorities and values.
Atty. Garcia warns that falling for instant gratification leaves families vulnerable, with little to no resources for emergencies or future investments. With the country’s economy banking on the idea of people saving money wisely, it’s more likely to create a robust economy.
“From a macroeconomic standpoint, kapag mayroon kang middle class or even lower middle class na nagsa-save ng pera, it creates a strong economy,” shares Atty. Garcia as he outlines how building wealth from the ground up is a practice that empowers individuals while driving national economic growth.
The cost of convenience
Seamless one-click purchases, constant sale alerts have transformed shopping into a boundless experience, making transactions easier through e-wallets and digital payments.
While these advancements are often seen as conveniences, they stand in stark contrast to the shopping experience of the ’90s.
Atty. Garcia recalled how spending back then was less impulsive, largely because the processes involved—from withdrawing money to making purchases—demanded time and effort.
“It takes a lot of time. So n’ung time na ‘yon, mas makakapag-contemplate ka pa, makapag-isip ka pa kung saan ko ba dapat gagastusin ang pera,” Atty. Garcia recounts with the observation on how the introduction of financial technology and a globalized economy “contributed to a heightening consumerism.”
So, for all the queso de bolas and hamon that money can buy, let us not let the true spirit of giving be lost in the expensive demands of consumerism.
If one can cast aside the hollow distractions, Christmas can be meaningful even without the glittering lights and fleeting discounts, transforming moments into lasting memories that outshine even the most extravagant celebrations. Only then can Christmas become more than just an investment for a few ruling elites, but a celebration for many.
(with Dianne Radel Magallon and Xialea Amacio Pelayo)