Commercialism and Consumerism

Abstract

This chapter explores the role of commercialization and consumerism in creating the modern American Christmas. It begins with a theoretical discussion of the capitalist disenchantment narrative advanced by Max Weber and Charles Taylor, as well as the critiques of that storyline by scholars such as Leigh Schmidt. Arguing that the sacred and the commercial are intermingled in holiday celebrations, it traces the evolution of America’s Christmas from the 1600s to the present, beginning with pre-commercial folk celebrations (and non-celebrations), early forms of commercialization and consumerism, the emergence of mass-produced Christmas decorations, the modern department store, and the role of the mass media and popular culture. It concludes by discussing contemporary debates about holiday retailing and the ways that commercial Christmas celebrations sacralizes secular spaces.

Department(s)

Language, Cultures and Religions

Document Type

Article

DOI

10.1093/oxfordhb/9780198831464.001.0043

Keywords

Capitalism, Commercialization, Consumerism, Department stores, Disenchantment, Enchantment, Gifts: Popular culture

Publication Date

1-1-2020

Journal Title

Oxford Handbook of Christmas

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