The real cost of Christmas cheer

By Aanchal Bagaria

Every December, the world awaits the arrival of a man clad in a red suit with a sack full of toys. Santa Claus carries with himself not  just gifts for children, but also a hefty dose of soft power. Santa’s sleigh is less driven  by reindeer and more by marketing, capitalism, and diplomacy. Reintroduced by multi-billion dollar corporations like Coca Cola, Santa Claus has found himself a home even in regions where Christmas is not traditionally celebrated. This rebranding underscores the capitalist undertones of the societal pressure of the festive season. The very spirit of the season of goodwill is linked to the consumption of a sugary drink, demonstrating how Christmas has turned into a phenomenon that transcends religion, countries, and cultures. It speaks to something much more universal – our love for carbonated drinks.

At the heart of this evolution is the machinery of mass marketing and overconsumption,  which often renders anxiety instead of joy among individuals. Critics have labeled Christmas as, “world’s greatest annual environmental disaster” and within reason. From mountains of wrapping paper and excessive packaging to the carbon footprint of global shipping,passing through piles  of plastic, Christmas holidays are like a worldwide retail apocalypse. After the holiday, when cheer fades, most Christmas trees are left to face their fate in the landfill rather than the recycling bin. Despite being a symbol of festive joy, these once decorated evergreens end up contributing to waste, with only a small fraction being properly recycled or reused. They are discarded just as easily as the torn wrapping paper on Christmas morning, which goes against the themes of hope and renewal rooted in the season.

The hidden price tag goes beyond environmental concerns and also impacts the people who turn the holiday magic into reality. Behind the “Buy Now and Add to cart” buttons lie stories that are far from merry. Amazon’s offices and warehouses turn into Santa’s workshops, where workers struggle with grueling conditions to meet surging holiday demands. Extended shifts, mandatory overtime, and poor breaks are the norm. In an interview with VICE, an Amazon employee states , “When you arrive at the warehouse, the first thing you see are the words “Work Hard, Have Fun, and Make History” emblazoned on the wall. It’s like some kind of Orwellian nightmare.” It’s a race against time disguised in a festive version of Final Destination, where the workers are escaping their fate in the shape of a burnout. 

The season also doubles as a scene for geopolitics where hard power takes the stage. Take Russia’s Christmas treeplomacy measure, which is like a glittering gift with hidden strings attached. For years, gifting Christmas trees has been Russia’s way of spreading goodwill to its neighbours. Yet, in Bulgaria, in 2018, this festive gesture landed as smoothly as the wedding cake in the popular hit diplomatic film, Red, White and Royal Blue. Many saw it as a subtle power play wrapped in tinsel at a time when Bulgaria started getting closer to  Western organisations  such as  the EU and NATO. Turns out, that all you need to spark debates about sovereignty, identity and control is a common  holiday.

Christmas is also a time when humanitarian diplomacy is at its peak. Organisations capitalise on the spirit of gift giving to draw attention to global crises, turning philanthropy into another form of soft power. Either through charity drives or international aid, it becomes a tool of influence. “The younger generation are much more inclined to give over December, and there’s still time for social media and email campaigns to make an impact, as well as more traditional methods like text messages and phone calls.” Thus, goodwill meets marketing during this time of the year. 

Ultimately, Christmas has a lasting impact on the world, regardless of whether it is seen as a commercial force, a platform for soft power, or simply a global tradition. This Christmas, when you sip eggnog and binge on gingerbread cookies alongside your loved ones, take a moment to reflect on the evolution of Santa Claus and Christmas. It has turned from a festivity into a well rehearsed strategy, wherein the line between festive cheer and corporate exploitation gets a little too blurry. After all, who needs reindeer to deliver presents when you’ve got global supply chains?