Waikato Times

Christmas has lost its sparkle

- Cas Carter marketing and communicat­ions specialist

Close your eyes and imagine for just one minute what your perfect Christmas would be. You might be on a golf course, chilling with family, singing in a choir, reeling in fish, or in a hammock with a good book. You’re probably not imagining being exhausted, stressed, sweating over a stove, trying not to snap at your in-laws or and wondering how you’re going to pay off your credit card bill in January.

I detest Christmas time.

It is like a giant deadline where every work project must be finished, Christmas parties mean enforced fun is continuous, presents must be bought and holidays organised.

But what irritates me most is the intensity and frequency of Christmas advertisin­g being fired at me online, on billboards, in magazines, on the radio and all those dreadful Christmas hits screaming out in every shopping mall. I want to row myself to an island and wait until it passes.

Christmas as a kid was magical and mysterious. I totally believed every white lie I was told, I loved the Christmas carols, putting up the decoration­s, the anticipati­on of Santa, staying up late for midnight mass and the beautifull­y dressed shop windows.

I never stopped to think that a bunch of adults were half-killing themselves trying to deliver perfection for us kids.

I’m not sure when Christmas went from magical to mercenary for me, but I’m sure it’s a tradition which is past its sell-by.

Turning St Nicholas into Santa Claus set off a whole chain of commercial events and cultural change which has now spiralled into children demanding unicorns that poo glitter and adults drinking and exhausting their credit cards.

We might still love the idea of Christmas, but the image of Santa is out of date. At a time when we worry about obesity, he represents it. While we’re encouragin­g sustainabi­lity, he urges waste and excess. Not to mention that he’s a little overdresse­d for the southern hemisphere.

I think Christmas is in danger of being loathed and avoided by all.

It’s time for a makeover and businesses need to think harder about how to market their goods and services to stay relevant. And I’m pleased to see it is beginning to happen and take hold.

There are numerous blogs online suggesting making memories, buying experience­s or giving your time instead of buying more stuff or creating a needs list, starting savings accounts, buying shares, going homemade, adopting a person or family in need for Christmas or helping out somewhere.

There are sites like Wellington’s The Good Registry, which you can use to ask friends and family to donate to a good cause in lieu of gifts.

For me, the best gift ever was when all the jobs I’d been procrastin­ating over were done for me: fixing my watch, cleaning my car, picking up dry cleaning. I was smiling for months afterwards.

Christmas is short for ‘‘Christ Mass’’ but given that the percentage of Christians here is diminishin­g, pointing it back to religion is probably the wrong direction. But the celebratio­n could be reposition­ed to meet our modern-day values.

Recent Stuff research showed new Kiwi values are ‘‘inclusiven­ess, the environmen­t and kindness’’.

If you were to apply this to Christmas what would your day look like? Just close your eyes and imagine it, and then make it happen.

Me? I’m sponsoring seats with my family’s name on them at the Ka¯ piti Performing Arts Centre. Damn, I’ve just ruined the surprise.

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