Consumer Trends Related to Christmas

With Christmas just around the corner, what better time to look at how consumer choices can impact people’s lives. A significant part of Christmas is linked to consumption, whether it be food, Christmas decorations, television watching or music listening. This year it has been estimated that an American household will spend around $1,000 on Christmas and the country as a whole will spend over $900 billion.

One common tradition is to send Christmas cards, and around 2 billion are sent in the U.S. alone, every year. Recently, it has been suggested that it may be possible to use whether someone sends a card as a way to identify people who may need support during the festive season. People are much less likely to send cards if they are feeling depressed. Hence, it has been suggested that if you expect a card from a loved one, perhaps they usually send one, and you don’t get one, maybe you ought to check in with them.

Giving presents

Gift-giving is a big part of Christmas, and unfortunately for the giver, it can be difficult to satisfy people’s expectations. Research has found that to make recipients happy, effort and/or money are generally required. Good gifts are associated with high quality and that can be costly. This year that may pose a problem, as many are experiencing financial hardship.

While children often think of Christmas as a time for getting presents, it can be seen very differently by parents. Trying to ensure that the children have a happy Christmas may mean anxiety about how to finance it. It is therefore not surprising that an association has been found between different types of personalities and spending over the festive Christmas season. Specifically, more neurotic, and open individuals were found to spend less during the holiday season. This was found when looking at spending as stated on over 2,000 people's bank transaction records.

Purchasing gifts

Women have been found to start their Christmas shopping earlier, buy more gifts and engage in a higher number of shopping trips than men. Differences in shopping behaviours can also be noted when it comes to children, as mothers are more likely to spend money on daughters, and fathers on their sons. Therefore, one way to reduce spending this Christmas could be by agreeing for a dad to shop for his daughter and a mom to shop for her son.

The more intent people are on buying gifts, the more likely they are to become compulsive consumers during the Christmas period, meaning that they are less likely to think through the financial consequences of their purchases. Unfortunately, when gift-giving and high levels of spending are key features of Christmas, it decreases well-being. Thus, thinking carefully about what you buy and how much you spend can make you both richer and happier. Maybe write a list and stick to it, because this can help avoid temptations and buying on impulse.

Source: Courtesy of Pexels - Nicole Michalou

Food consumption

Meat, potatoes, gravy, and chocolate are all part of the Christmas food menu and all high in fat content. As most traditional Christmas recipes predate times when people were concerned about calories, they tend to contain cream, butter, nuts, and high sugar content. These foods may taste great, but roast goose alone may have over 700 calories per serving. Add a pudding and you are likely to have consumed almost a daily calorie intake in one sitting. It may not be much fun to think about the harm that Christmas dishes have on our bodies, but it is smart to be aware of what you plan to eat.

Interestingly, due to high-calorie intakes, it has been recommended that a diagnosis of hypercholesterolemia (a lipid disorder in which your low-density lipoprotein, or bad cholesterol, is too high) should not be made around Christmas. When comparing cholesterol levels during the Christmas period to the summer it has been found that it is on average a lot higher. If you are diagnosed in December or January, it could be a good idea to be re-tested at a later date to ensure that cholesterol-lowering treatment is needed.

Bah humbug

As Christmas is a season of indulgence and enjoyment, it is easy to get carried away and spend and eat too much. However, one can still be sensible, and it may just help both your bank account and your health. After all, it has been said that the key to a good life is moderation.