Oh, Christmas – the most beautiful time of the year, a season rich in traditions complemented by the spirit of giving. It’s when a significant number of people from around the world gather with their closest ones to express how essential they are. And… the perfect season to encourage shopping like never before – a marketer’s dreamy season, am I right?
When Christmas becomes the topic of our everyday conversations, there’s always someone who brings forth the not-so-friendly companion of the festive season: marketing, blaming it for being responsible for the consumerism that peaks.
However, the idea that marketing itself develops the necessary conditions to nurture our consumerist spirit isn’t quite right as we think, and I am going to show you why.
The thing is, marketing is produced by humans, and marketers don’t have superpowers (I wish). They can’t see into a crystal ball to develop the perfect campaign. On the other hand, marketing does not exist without people who are willing to be impacted by it.
We are human, and humans have flaws. Marketing simply knows how to take advantage of them.
In this article, I am going to show you some characteristics that we are taught during our lives and how they affect our purchase process:
The limited availability impact:
The scarcity principle tells us that “A limited supply of a good – coupled with high demand for that good – results in a mismatch between the desired supply and demand equilibrium.” And this principle can be connected to the Christmas season. Here’s how:
Our society expects us to express affection and love through the act of giving gifts during a small period of our year. With the fixed deadline of December 25th, our sense of scarcity intensifies, creating a psychological pressure that influences decision-making. The subconscious belief emerges that there’s a limited opportunity to demonstrate love, and if not seized before Christmas, it might be lost forever. This perception drives individuals to purchase gifts as a way of expressing love and avoiding the perceived loss of an opportunity to convey their feelings to loved ones.
An overpowering trigger:
Today is December 6th. I’m sure that you can already find Christmas lights and adornments all over your city, Christmas music breaking into our social media, TV channels, and our daily lives. I’m sure that you have already arranged (or are in the process of) Christmas meetings with your family and friends. This overwhelming stimulus develops a small sensation of stress and the urge to take action, leading to an irrational and non-linear purchasing process – you end up influenced by these stimuli and go with the flow (and, by flow, I mean your emotions *wink*).
Human beings don’t have a crystal ball:
What a bummer, right? We, humans, are not that good when it comes to predicting the future. The fact of the matter is that we evaluate our future emotions based on our current feelings. Having this in mind, we buy things that we think we will need in the future – just to be sure that we don’t lose something amazing. This effect is also known as FOBO (an evil friend of FOMO), which means Fear of a Better Option. With so many good deals in our favorite stores, why should we wait for another good season to buy? At the very last minute, you choose whatever suits you best, without taking into account the consequences your actions may have on those affected by your indecisiveness.
In conclusion, the human being has flaws, and marketing, also managed by people, just takes advantage of them and influences you to buy.
However, it’s crucial to recognize that expressing love and appreciation for your dear ones is not bound by deadlines set by seasons.
The most meaningful gift you can give transcends material possessions. Your time and presence represent a precious portion of your life that you will never get back, being even more important than a physical gift. The genuine and lasting values lie in the connections we forge and the moments we share with those we hold dear.
So keep that in mind this Christmas: think less about buying the present and more about being present.
The scarcity effect: Scarcity Principle: Definition, Importance, and Example (investopedia.com)
