It’s December, which for many means Christmas. And with Christmas comes stuff. A lot of stuff. Decorations for the house, Christmas trees and all their trimmings, and presents for loved ones fill shopping carts. For many, the same Christmas decorations from the previous year will suffice, but for others, it’s all about more.
Scroll through TikTok, and you’ll notice the Ralph Lauren Christmas trend. People are abandoning their gold or white Christmas aesthetics from years past and replacing everything with red-and-green plaids and dark wooden accents. In a world of picture-perfect social media, it’s often out with the old and in with the new. Even if the “old” only lasted a season.
Christmas is a time for celebrating with family and friends, but it is also a time of major overconsumption. A study by the Bank of England found that UK citizens spend 29% more during the holiday season. Yet in the UK, only 1% of items purchased during the Christmas season will still be in use after six months.
The Psychology Behind Christmas Consumerism
Dr. Byungdoo Kim, a research associate at the Centre for Sustainable Business at King’s College London, examined the factors that drive people to consume so much during the holiday season. He found that “even environmental advocates tend to momentarily set aside their beliefs and practices during Christmas,” citing respect for social norms, fear of missing out, and social comparison theory.
In a study titled, “I want to be green but what about the Christmas tree?,” Antonia Langhof and Vivien Deuringer found that the desire to participate in Christmas traditions outweighed the need for a sustainable lifestyle. They found that having a Christmas tree on display in the home is an “integral part” of Christmas traditions. British participants in the study reported that “excessive consumption” regarding gifts is of major significance in Christmas traditions.
One of the most notable social norms of the holiday season is the practice of gift-giving. As children, Christmas morning was about running down the stairs to see how many presents Santa had left under the tree. For most, it wouldn’t be Christmas without a pile of gifts.
Fear of missing out is another factor influencing consumer behavior around Christmastime. Marketing strategies during the holiday season cater to this internal need to secure the best deal and avoid missing opportunities. On Black Friday this year, online purchases in the U.S. reached a record $11.8 billion, up 9.1% from 2024.
Social comparison theory, introduced in the 1950s by American psychologist Leon Festinger, suggests that people compare themselves to others to measure their personal worth. This theory relates to the Christmas season, as the “keeping up with the Joneses” mentality can influence the number of presents under the tree. With constant exposure to “unboxings” and perfect family lives on social media, it’s easy to find yourself wanting what others have.
The Environmental Impact of Christmas Consumerism
Christmas consumption spans from trees, decorations, and presents to food, alcohol, and plastic and paper packaging. The average American produces 25% more waste between the U.S. holiday Thanksgiving and Christmas Day.
One of the most significant sources of waste during the holidays is wrapping paper. If you rolled out the wrapping paper used in the United Kingdom during Christmas, the paper would span 384,400 kilometres (238,855 miles) — enough to circle the Earth 9.5 times.
In 2018, the UK sent 114,000 tons of plastic packaging to landfills, many of which were located abroad. Many high-GDP countries export their trash to developing countries, an issue known as “waste colonialism.” In addition to plastic packaging, electronics and clothing overwhelm landfills abroad. Ghana’s Agbogbloshie site in Accra imports 15,000 tons of discarded computers, phones, and other used electronics each year. In addition to unwanted electronics, the country receives around 15 million used garments each week.
The top exporter of used clothing is the United States, sending $966 million worth of clothing abroad in 2023. One of the largest waste problems in the U.S. is returns. The majority of returns in the U.S. end up in landfills, as it costs more to reprocess and repack an item than to simply throw it away.
In 2022, global shipping company UPS handled approximately 65 million return packages from November 20 to January 21, a number that is consistently increasing year on year. While returning something you won’t use might seem like a good idea in theory, in reality, returning packages has a heavy carbon footprint. According to a 2018 Impact Report by Otoporo, a global leader in return management systems, approximately 5 billion pounds (2.5 million tons) of return waste are sent to landfills in the U.S., resulting in 15 million tons of CO2 emissions.
How to Combat Christmas Overconsumption
Make your own gifts and decorations
The positive side of social media is the abundance of crafting content. From paper snowflakes to sculpted clay ring holders, many decorative and gift needs can be created by hand.
Buy second-hand
Thrift shops are full of unique products. From lightly read books to once-loved teapots, buying from thrift or vintage stores gives products a second life and is much more sustainable.
Recycle gifts
Instead of returning those unwanted gifts, consider regifting. While many might consider the practice “tacky,” regifting is a great way to find the perfect home for that brightly patterned sweater your cousin will love.
Gift an experience
While shopping and selecting a tangible gift can be enjoyable, giving an experience can have greater value. Consider a handmade card with the name of an experience thoughtfully chosen inside. Concert tickets, a scavenger hunt, or a gift card to a favorite local restaurant will make any loved one happy.
Gift a subscription
Give a subscription to your favorite online magazine, newspaper, or e-book company. If a loved one has been wanting to try out Netflix but doesn’t want to spend the money, consider giving them a few months or even a year.
Consider eco-friendly products
Most local gift shops are filled with eco-friendly products that make amazing presents. Consider beeswax food wraps or seed packets for an herb garden. Bonus points if you wrap the gift in a reusable tote bag.
Skip the wrapping paper
Wrap gifts in scraps of fabric or scarves. Turn a paper bag from your local supermarket inside out and decorate it with drawings. Use a tote bag or basket that the recipient can use day-to-day.
Think twice before buying
When out shopping for the holidays, be mindful of each purchase you make. Think to yourself, “Do I really need this, or do I have something else at home that will do the trick?” “Will Bobby actually play with this cheap, plastic toy car, or will it end up in the bin?” Be especially careful of impulse buys in the checkout line as well. Those jingle bell socks might look cute, but will your child actually wear them?
By incorporating these little practices into your holiday preparation, you’re one step closer to a sustainable Christmas. But ‘tis the season to be jolly. So if jolly means buying one more Christmas gnome for your collection, by all means, buy that Christmas gnome.
Editor’s Note: The opinions expressed here by the authors are their own, not those of impakter.com — In the Cover Photo: Crowds at a Christmas market in Germany. Cover Photo Credit: Jahanzeb Ahsan
