As the holiday season is quickly approaching, Halloween, Thanksgiving, Hanukkah, Christmas, New Years, etc. stores are already beginning to stock up on merchandise for holidays over two months away. Today (October 15) while I was at Safeway I saw a collection of stuffed animals of the Grinch dressed in a Santa Claus outfit.The term "hallmark holiday" is used to describe holidays that are only celebrated for commercial purposes or largely celebrated for commercial purposes. Arguably, many traditional holidays celebrated in the United States have morphed into Hallmark holidays, diluting the original and significant meanings behind them.
It is projected that Americans spent about $721 billion on Christmas alone in 2018 including gifts, cards, decorations, travel, and more. Although Christmas has a significant religious background, it is seemingly becoming more and more about the tree, the lights, the cookies, and the movies rather than the holiday itself. Many establishments advertise for holidays early, Christmas in particular, to get the most possible income out of the annual occasion as they possibly can.
This is similar for holidays like Valentine's and Saint Patrick's day, which many people know little about their origins or the reasons they are celebrated other than to buy cards and chocolates, and wearing green shirts that say "kiss me I'm Irish" once a year.
Easter has also become commercialized with its very own mascot the Easter Bunny. Costumes, t-shirts, and chocolates shaped as rabbits consume the holiday. In fact, so many people buy actual bunnies for Easter, there was an attempt to ban bunny sales around the holiday in an attempt to prevent animal abandonment.Hallmark holidays are a shame for the traditions that they are overpowering but they are huge sources of income for the economy every year without fail. In fact, over-commercialized holidays can be more enjoyable for people who get something out of spending their money on gifts and decorations. There is a reason why it works so well and it doesn't seem to be slowing down anytime soon.
Sources:
https://en.wikipedia.org/wiki/Hallmark_holiday
https://www.ajc.com/news/national/report-americans-plan-spend-nearly-720-billion-this-holiday-season/fi76G7ezgnYE7jUOnfwoAL/
https://www.cbsnews.com/news/bunnies-for-easter-bunny-buying-bans-seek-to-stop-holiday-purchases-of-rabbits-that-end-up-in-shelters/
I think that this is an important observation and an important marketing technique. Businesses know that they can profit a lot from seasonal goods when the timing is right. However, this observation that it is becoming more about the goods and the income rather than the actual holiday reminds us to celebrate with meaning and may even allow us to make more rational decisions when it comes to buying products during the holidays.
ReplyDeleteThis was an interesting post. I recently read an article that predicted that the amount of halloween candy that would be purchased within the week leading up to the holiday would amount to the size three titanics. It is crazy how much we are willing to spend as a society to participate in what our holidays have come to represent.
ReplyDeleteHallmark Holidays are a genius thing. It allows companies to market extra and make extra profit around certain holidays. The whole idea of a Christmas addition candy or toy is really very smart. The way that companies associate their products with the good vibes and love that surrounds many of these holidays really helps them sell their product and is a very smart thing to do.
ReplyDeleteCompanies have definitely found a way to market using holidays. When I visit India during Christmas time, the local mall has a Santa, igloo, fake snow, etc, despite the fact that most residents are not Christian or Catholic. Instead of a religious holiday Christmas has become more of an event no matter what you believe. I think that this is because the holidays have become associated with community and happiness. When you think of Thanksgiving and Christmas you think of connecting with your family and friends (and in our case no school). As a result you want to do things that are now associated with these holidays like ice skating, cooking, shopping for presents.
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