Annals of the University of Oradea: Economic Science (Jul 2018)
WHO DESTROYS OUR SPIRITUAL CHRISTMAS?
Abstract
One of the greatest religious celebrations of the Christian world is Christmas whose significance is so well-known. In recent years, Christmas preparations have begun to take place long before the great holiday, even in October. In order to maximize their turnovers and profits, manufacturers and retailers aim to attract more and more customers during winter holidays. In order to convince them, retailers use a new type of marketing - sensory marketing - based on senses. Sensory marketing stimulates consumerism which is felt more intensely during winter holidays. Yet, it negatively influences the perception of Christmas. Because of the stress and the pressure generated by certain habits, many Christians no longer feel that specific joy they used to sometime in the past. The explanation is the removal of Christians from the essence of the celebration, and the strong link with Santa Claus, a character found in all advertisements, malls and shops. What we have pursued in this paper is to bring some consumerist aspects of Christmas to attention, using some statistical data in this respect. Actually, the latter have revealed an expected situation, namely: total retail sales are the highest in December; the amounts in absolute sizes spent at Christmas are much higher in developed countries, whereas the share of amounts spent at Christmas in total monthly incomes is high both in developed countries and in other countries with a lower development level. It should also be noted that there is a certain connection between the level of Christmas spending and the global index of religiousness in certain countries. Differences among countries relating Christmas spending are determined by a number of factors such as: countries’ level of economic development, populations’ standards of living, cultural differences on traditions and customs, the mimesis of western consumers’ behaviours etc. The market for Christmas decorations and ornaments is world-dominated by China.
